T-Mobile Case Study

The Business

Wireless industry is fiercely competitive, characterized by rapidly evolving technology, regulatory changes, and consumer preferences. It’s a marketplace where innovation isn’t just an advantage—it’s a necessity. T-Mobile, one of the largest players in this industry, continually seeks ways to remain ahead of the curve, not just in their product offerings, but also in their marketing strategies. Their wireless phone service and unlimited home internet with 5G are prime examples of their forward-thinking approach. Yet, while their products may be innovative, the challenge lies in getting them into consumers’ hands efficiently and cost-effectively. Hence, the need arose for a revolution in their lead generation and marketing strategies. This was to ensure a robust market presence and improve Cost Per Acquisition (CPA) rates.

The Objective

T-Mobile’s initial lead generation strategy was difficult. It relied heavily on technology and affiliates used outdated systems that lacked the necessary mechanisms to nurture potential customers effectively. Consequently, the overall CPA was high, exceeding $200. Furthermore, the disjointed lead management system further complicated the situation, with contact forms, email follow-ups, and call centers all operating on different platforms. This lack of integration rendered tracing each stage of the lead funnel virtually impossible, resulting in inefficiencies and missed conversion opportunities. Clearly, a comprehensive solution was needed to streamline and optimize T-Mobile’s lead generation process.

The Strategy

Optimum7 devised a comprehensive solution, transforming T-Mobile’s fragmented lead generation process into a streamlined and efficient system. The solution involved two primary phases: Funnel Implementation and Service Level Agreement (SLA) and Maintenance.

The Funnel Implementation Phase

During the Funnel Implementation phase, Optimum7 applied its well-crafted strategies over 3-4 months. They developed a custom-designed funnel to ensure maximum lead generation performance. The deliverables included three engaging and user-friendly landing page designs aimed at optimizing lead conversions. To manage the leads effectively, they implemented the Leadstacker system and all relevant flows.

Optimum7 also launched campaigns and set up ads on major platforms like Facebook, Google, and LinkedIn. They ensured smooth operations by establishing connections with payment, SMS, email, and “voicemail drop” providers. This phase also entailed regular monthly strategy calls to discuss progress, address any concerns, and make necessary adjustments for improved results. This execution culminated in the launch of the planned campaign, marking the beginning of T-Mobile’s journey toward improved lead generation and conversions. This comprehensive implementation was a worthy investment considering the outcomes it would bring about.

The Service Level Agreement and Maintenance Phase

In the subsequent SLA and Maintenance phase, Optimum7 ensured funnel continual optimization and efficiency. Media buying commenced to optimize the reach and conversions of the ads, and regular ad maintenance aligned with the funnel strategy was carried out.

Furthermore, the funnels were continually optimized based on key metrics like Cost Per Click (CPC), Cost Per Acquisition (CPA), and Cost Per Thousand Impressions (CPM).

Application of Lead Generation Strategies

Optimum7 maintained regular strategic discussions to ensure campaign alignment with evolving business needs and market trends. Optimum7 also provided frequent weekly reports to keep T-Mobile updated on campaign performance and funnel strategy progress. These regular updates and optimizations ensured that the strategies implemented remained effective and efficient at generating leads and improving conversions.

Optimum7, armed with expertise in developing and implementing lead generation strategies, stepped in to address these challenges. Recognizing the importance of engaging customers at every stage of the funnel, they utilized the AIDA model (Attention, Interest, Desire, and Action), the Agitate Problem Solve method, and the Levels of Awareness concept.

The AIDA model was used to design ads and other elements of the funnel to grab potential customers’ attention. It was used to spark their interest in T-Mobile’s services, create a desire for the benefits those services offer, and finally, motivate them to take action, such as making a purchase or signing up for a service.

The Agitate Problem Solve method was used during the funnel design. They positioned T-Mobile’s services as the ideal solution (solve) by highlighting the issues consumers face with typical wireless providers (agitate).

The Levels of Awareness strategy was implemented across different platforms such as ads, SMS, and emails. Understanding that different consumers have varying levels of awareness about T-Mobile’s services, they customized the messaging to speak directly to these varying levels, from those completely unaware of T-Mobile’s offerings to those most aware and ready to buy. This ensured higher engagement and drove down CPC and CPA rates.

Results

The implementation of Optimum7’s comprehensive strategy reaped impressive and multi-faceted results that significantly enhanced T-Mobile’s lead generation and marketing efficiency. The success of this collaboration can be traced through various quantitative metrics and the consistent positive outcomes experienced throughout the campaign.

Decreased Cost Per Acquisition (CPA)

The most notable result was the staggering 80% decrease in CPA, a direct indicator of the efficiency of the streamlined funnel strategy. For T-Mobile, this meant a more significant return on investment, optimizing their marketing budget while enhancing their reach to potential customers. The CPA from targeted lookalike audiences plummeted to $2.00 per initial lead. This is a significant decrease from the initial CPA of over $200. Furthermore, the CPA for phone calls coming into the call center decreased to just $15, reducing costs while improving customer service interactions.

Increased Lead Generation and Conversion

The redesigned funnel strategy’s effectiveness could be clearly seen in the significant uptick in daily leads. The campaigns generated up to 5,000 leads per day, a remarkable improvement in reach. More importantly, these weren’t just any leads – they were qualified leads that had a higher likelihood of converting because they had been through the strategic nurture funnel. This increase in quality leads translated into up to 1,500 calls per day, a testament to the campaign’s effectiveness.

Improved Close Ratios

The better quality and filtering of leads, coupled with enhanced data due to the integration with T-Mobile’s CRM, significantly enhanced the close ratios for the call centers. Furthermore, feedback on positive lead data back to channel algorithms like Facebook, Instagram, and Google enhanced traffic quality. This feedback loop enabled these channels to send more and better traffic, which had a higher likelihood of converting, further improving close ratios.

Effective Lead Nurture

The unexpected outcome was the success of the 30-step nurture funnel, which continued to generate leads even after the ad spend was paused for up to 30 days. This result showcased the robustness of the system Optimum7 set up – a lead generation system that kept working and delivering, even when the ads were turned off.

Improved Efficiency and Integration

Besides these quantitative metrics, the strategic implementation of the campaign brought about improved efficiencies in various operational aspects. By pulling all the stages into one proprietary platform, Optimum7 optimized and integrated the previously fragmented systems of contact forms, email follow-ups, and call centers. This integration allowed each stage of the lead funnel to be traced. This made it easier to identify and rectify bottlenecks, enhancing T-Mobile’s lead generation efficiency.

These results testified to the value and effectiveness of the custom funnel strategy developed and implemented by Optimum7. T-Mobile’s marketing became more efficient, effective, and cost-effective, directly impacting the company’s bottom line. More importantly, these improvements were not just one-off successes but built a solid foundation for T-Mobile’s ongoing and future marketing endeavors.

• In 18 months, Optimum7 became the largest T-mobile Affiliate in the world selling more than 4,500 lines a month. 
• The estimated LTV (lifetime value) of a line sold is $1,600.
• Built & managed an 80-person onshore call center sales team.
• Optimum7 has achieved the #1 customer satisfaction rating in the company (Beating Corporate’s own internal call center).