Reimagining digital experiences and brand engagement with Vonage

Vonage wanted to position itself as a trusted partner in the customer communications technology space, while also raising brand awareness and expanding knowledge and understanding of its key products. To do that, it wanted to engage with business leaders across a variety of sectors and business sizes to showcase the breadth of its offering.

A key challenge was that the company had grown via acquisitions, meaning that its new and more modern technology was not as well known as its older products. That was resulting in it losing out to its main UK competitors.

Vonage had two clear challenges that we could address. First, to position it as a trusted partner among a broad audience, we needed to produce content that would resonate with a wide range of business leaders. This content focused on the company’s challenges and opportunities, while busting myths and misconceptions about its business.

Second, it needed to raise the profile of its brand more specifically among a narrow target audience, by speaking about its expertise and positioning Vonage as a thought leader in this area.

To redefine Vonage’s purpose in customer communications technology through online content and roundtable events targeted at its key business audiences.

Raconteur published an Insights Report that examined customer experience, digital engagement and the evolution of the digital customer journey. Alongside this content, we invited 10 senior business leaders – at the C-suite and director levels – from companies including British Airways and Tui Travel to attend an in-person roundtable.

The Insights Report was shared with the guests ahead of the roundtable to showcase Vonage’s expertise on the subject. On the evening of the event, printed versions of the report were provided to the guests during a fully-catered networking session. This was followed by a one-hour roundtable discussion on the evolving digital customer experience, allowing guests to share their insights and hear from senior leaders at Vonage.

The discussion was followed by a fireside chat between the group chief customer officer from Zurich Insurance and a Raconteur editor to delve into the specific opportunities and challenges the group faced during the pandemic.

Following the event the Insights report, roundtable and additional articles were collated in a content hub on Raconteur.net, giving Vonage an always-on destination they could use in their own future marketing activation.

View Insight View Roundtable