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‘Best use of content marketing’ at the B2B marketing awards 2012

The Channel Partnership, a b2b go-to-market agency, has won an award for ‘best use of content marketing’ at the B2B marketing awards 2012, the UK’s leading awards for b2b marketing professionals, for its innovative ‘Banking 20|20’ campaign on behalf of Cable&Wireless Worldwide.

For more information on the campaign visit:

For more information on The Channel Partnership visit:

The campaign objective was to strengthen Cable&Wireless Worldwide’s position in the UK banking sector and to deliver new engagement opportunities for its sales teams through a content driven campaign. The Banking 20|20 campaign was based around the critical issues facing the banking and financial services sector, highlighting key challenges to be overcome and how operations need to evolve to achieve success in a changing landscape.

The Channel Partnership worked with key stakeholders to develop a ‘Point of View’ strategy based around banking industry insights and commissioned research with YouGov on the ‘The Banking Customer Journey’, looking the customer decision making process when buying financial products or doing business with a particular institution. The research looked at issues relating to trust, loyalty and satisfaction.

From this research The Channel Partnership developed a series of go-to-market tools including two white papers entitled, “A Stronger Future for Financial Services” and “Building the Customer Engagement Model of the Future”, a campaign section on the Cable&Wireless web site that was the central point for all the content and campaigns, a comprehensive Sales Enablement toolkit, and a Banking 20|20 brochure and sales presentation.

The materials supported an integrated ‘go-to-market’ campaign focused on building brand positioning and generating new sales opportunities. The campaign included a PR programme, which achieved significant coverage in sector media, a direct marketing campaign to customers and prospects, and targeted account development activity.

Phil Brown

Phil Brown, director at the Channel Partnership said: “We are absolutely delighted to win this award and for the judges to have recognised the success of this campaign. The banking landscape is evolving fast and in targeting banks Cable&Wireless Worldwide needed to demonstrate its relevance to the sector and shift conversations from IT and telecoms decision makers to C-level executives.

“To take advantage of the changing landscape, Cable&Wireless Worldwide needed to articulate a clear point of view on the challenges facing banks, and demonstrate the value that they offer through their understanding of the industry and unique combination of service offerings. By developing compelling and authoritative content the campaign has enabled them to start these conversations and to position themselves as the experts in the banking sector,” adds Mr Brown.

With revenues in excess of £2billion, Cable&Wireless Worldwide is one of the UK’s leading telecoms companies, delivering mission-critical IT and communications services to enterprise and public sector clients globally. Over 6,000 organisations rely on their high-quality managed voice, data, hosting and applications services to run their business.

The campaign was praised by the client and exceeded expectations across all key metrics, including customer advocacy ratings, website visitors, new sales engagements and pipeline value.

Sam Hoyland

Sam Hoyland, marketing director at Cable&Wireless Worldwide said: “The Channel Partnership has made a great contribution to the successful launch of the Cable&Wireless Worldwide banking sector. They’ve provided first-class support throughout the process – from helping us define our propositions and build strong thought leadership positions, through to creating and delivering a comprehensive go-to-market plan. Everything has been delivered to a very high standard and already is producing great results for us in terms of market awareness, customer engagement and pipeline.”

The B2B Marketing Awards are an annual event organised by B2B Marketing a dedicated B2B marketing information resource founded by Joel Harrison and James Farmer in 2004, and consisting of a portfolio of products including a magazine, training events, benchmarking reports and the B2B Marketing Awards. Visit for more information.




For more information on the campaign visit:

For more information on The Channel Partnership visit:

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