Broadband Marketers Grow Campaign Engagement by 65 Percent and Reach New Audiences With Revolutionary Acquisition Capabilities in Calix Marketing Cloud Plus
November 08 2022 - 8:25AM
Business Wire
Calix Marketing Cloud Plus delivers
demographic, psychographic, and geographic insights, enabling
service providers to engage new audiences in and outside of their
current broadband footprints to enhance the subscriber experience
and grow the value they deliver for their communities
Calix, Inc. (NYSE: CALX) today announced that broadband
marketers are leveraging the expanded acquisition capabilities of
Calix Marketing Cloud Plus (Marketing Cloud Plus) to increase
subscriber engagement and reach new audiences. As competition
increases across the broadband services market, leading service
providers leverage Marketing Cloud Plus to develop a deeper
understanding of their subscribers’ experiences and needs. A 2022
Calix and Heavy Reading survey reveals that 78 percent of broadband
C-level executives plan to add new tools to their marketing stack
in the next three years. The same survey also underlined their top
three marketing goals: brand awareness, launching new product
offerings, and acquiring new subscribers. Marketing Cloud Plus is
the broadband industry’s only subscriber engagement solution that
enables broadband service providers (BSPs) to enrich their
subscriber experience insights with powerful demographic,
psychographic, and geographic data. Early adopters are already
seeing significant improvements in engagement to support their
growth initiatives, making it easier to further enhance subscriber
experiences.
Alliance Communications leveraged Marketing Cloud Plus to run an
email campaign focused on new subscriber acquisitions to support
their upcoming fiber expansion in South Dakota. The Alliance
marketing team used their data to extract insights on their current
subscriber base to find similar audiences—enabling them to identify
work-from-homers in these new markets. More understanding of their
prospects enabled them to tailor messaging that resonated with
these households. Their campaign achieved a 65 percent higher email
open rate when leveraging subscriber experience insights from
Marketing Cloud Plus.
Marketing Cloud Plus extends the power of Calix Marketing Cloud
(Marketing Cloud) and is included in the award-winning Calix Cloud®
and Calix Revenue EDGE™ platforms. For BSPs that leverage the full
power of Revenue EDGE, Marketing Cloud Plus enables them to further
accelerate subscriber acquisition and growth initiatives by:
- Successfully targeting subscribers and prospects for new
managed services. Service providers of all sizes are expanding
their businesses by launching new managed services to subscribers
across residential, business, and community markets. Using
Marketing Cloud Plus psychographic data, BSPs can quickly identify
opportunities to enhance their residential subscribers’ services
with managed services like Arlo Secure, Bark, and Servify Care.
With integrated business filters, Marketing Cloud Plus also enables
BSPs to identify small businesses within their subscriber base and
prospect markets, paving the way for targeted engagement and quick
adoption of the recently announced SmartBiz™ managed service.
- Increasing brand awareness with tailored agency-quality
materials from the Calix Market Activation Program. Last month
at Calix ConneXions 2022, the award-winning Calix Market Activation
Program launched new marketing materials in its Electronic Content
Builder (ECB). Calix customers can customize these materials to
showcase their brands and use them to inform new audiences about
managed services. This content includes a slate of highly
entertaining video spots that star comedian and Amazon.com sitcom
star Gerry Dee. Each video spotlights the value of managed
services, like SmartTown™ for communities, that BSPs can leverage
to excite subscribers. To support BSPs launching community events
through SmartTown, the ECB has an entire kit to promote their
events’ Wi-Fi experiences.
- Accelerating go-to-market times by engaging Calix Premier
Customer Success. Premier Success Services, part of the
award-winning Calix Customer Success Services team, helps BSPs
accelerate their go-to-market with better segmentation. Customer
success managers (CSMs) help support BSPs to execute multi-channel
marketing campaigns that better use the expanded micro-segmentation
capabilities in Marketing Cloud Plus.
“Marketing Cloud Plus unlocks new growth opportunities by
enabling us to leverage our data to learn about completely new
audiences,” said Amy Ahlers, marketing manager at Alliance
Communications. “The expanded data and insights help us understand
the tech habits and internet usage trends of households in new
communities so we can tailor our email messages to address the
issues they care about. By boosting our acquisition email campaign
open rates by a colossal 65 percent among people who do not know
our brand, we now have a direct line of communications to
prospects. That is a subscriber acquisition game changer.”
Every 91 days, Calix releases updates for its award-winning
cloud and software platforms. This consistent cadence enables BSPs
to further their transformations from utility providers into
experience providers. In this way, even the smallest service
providers get the opportunity to accelerate their innovation,
differentiate, and become giants in their markets.
“Brand is the most powerful tool, and these updates in Marketing
Cloud Plus paired with the Market Activation Program and innovative
managed services create a success trifecta for building memorable
and dynamic brands,” said Matt Collins, executive vice president of
commercial operations and chief marketing officer at Calix.
“Marketing Cloud Plus extends broadband marketing intelligence that
enables BSPs to engage with audiences they have never reached
before. As the broadband industry continues to grow, and even rural
markets are crowded, broadband marketers need the capability to
generate sophisticated, data-driven acquisition insights that reach
new audiences and grow their businesses. As BSPs—some of which are
100-year-old regional businesses—transform to experience providers
by offering a curated list of managed services, access to the
expanded acquisition insights engine in Marketing Cloud Plus can
open doors to reach new audiences and establish new revenue
streams.”
Register for the webinar, “Beat the Competition With a
Subscriber Acquisition Strategy,” taking place today at 12 p.m. ET,
to learn how BSPs of all sizes are reaching new audiences with the
help of Marketing Cloud Plus.
About Calix
Calix, Inc. (NYSE: CALX)—Calix cloud and software platforms
enable service providers of all types and sizes to innovate and
transform. Our customers utilize the real-time data and insights
from Calix platforms to simplify their businesses and deliver
experiences that excite their subscribers. The resulting growth in
subscriber acquisition, loyalty, and revenue creates more value for
their businesses and communities. This is the Calix mission: To
enable broadband service providers of all sizes to simplify,
excite, and grow.
This press release contains forward-looking statements that are
based upon management’s current expectations and are inherently
uncertain. Forward-looking statements are based upon information
available to us as of the date of this release, and we assume no
obligation to revise or update any such forward-looking statement
to reflect any event or circumstance after the date of this
release, except as required by law. Actual results and the timing
of events could differ materially from current expectations based
on risks and uncertainties affecting Calix’s business. The reader
is cautioned not to rely on the forward-looking statements
contained in this press release. Additional information on
potential factors that could affect Calix’s results and other risks
and uncertainties are detailed in its quarterly reports on Form
10-Q and Annual Report on Form 10-K filed with the SEC and
available at www.sec.gov.
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Press Inquiries: Alison Crisci 919-353-4323
Alison.Crisci@calix.com
Investor Inquiries: Jim Fanucchi 408-404-5400
InvestorRelations@calix.com
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