Case Study: Tellabs boosts brand awareness and leads with Slack and Company

Case Study: Tellabs boosts brand awareness and leads with Slack and Company

The customer, Tellabs, a traditional voice-focused cross-connect company, faced the challenge of differentiating its brand as a latecomer in the competitive data arena against major players. They engaged vendor Slack and Company to help them build a strong, differentiated identity in their commoditized category.

Slack and Company developed a branding campaign that refocused Tellabs' messaging from products to its knowledge and expertise, positioning it as a thought leader. The solution utilized a mix of tactics including print ads, direct mail, video documentaries, and a major trade show presence. This effort generated 1,697 leads and over 50 meetings, resulting in a 12% rise in overall awareness and a 61% increase in awareness within the mobile backhaul segment.

Tellabs