Cbeyond Solution Finder

Overview

Cbeyond, Inc. (NASDAQ: CBEY) is a leading IP-based managed services provider that delivers integrated packages of communications and IT services to more than 38,500 small businesses throughout the United States. Cbeyond offers more than 30 productivity-enhancing applications including local and long-distance voice, broadband Internet, mobile, BlackBerry(R), broadband laptop access, voicemail, email, web hosting, fax-to-email, data backup, file-sharing and virtual private networking. Cbeyond manages these services over a private, 100-percent Voice over Internet Protocol (VoIP) facilities-based network.

Challenge

Cbeyond (in partnership with Cisco) was seeking a professional web services firm with digital marketing, web strategy, and web application development expertise to create a dynamic lead qualifying system that would effectively drive new web leads and then match Cbeyond services with those of an appropriate Cisco IP PBX and phone system (or a series of qualified phone systems). Overall, the solution had to be researched and planned to properly to provide Cbeyond a solid return on investment in four key areas:

• Strengthening of the partnerships with Cisco and Resellers with a focus on proper routing of opportunities and increased value via “bundled” solutions.
• Efficient prequalification of website visitors, effectively shortening the sales cycle and increasing the conversion rate from initial contact to closed business.
• Solid, logic-driven, and scalable technology that integrates seamlessly with other Cbeyond applications that increases Cbeyond, Cisco, and Reseller brand awareness.
• Enterprise digital marketing via email, social strategy, and search engine optimization to drive huge numbers of qualified traffic to the new website.

Solution

Zertia approached this unique challenge with the knowledge that the changing behaviors of the online user will continue to produce a more complex marketing funnel and that strategic interactive marketing was a key factor to the success of the application. As a result, both the website and interactive marketing plan was developed with a focus on user engagement to drive visitors to the Solution Center Website and then to perform specific calls to action. Initial results have shown a measurable decrease in cost per lead of over 15%.

“Zertia provided clear value and leadership throughout the project from conceptualizing through implementation. The solution was delivered on time and within budget and we look forward to seeing the positive effects these and future efforts will have on the rest of our business,” said Stein Soelberg, Director of Marketing Communications at Cbeyond.