Calltouch Memories
And there is something to remember. Source: Warner Bros. Television
Given: a marketing department in its infancy
In 2018, when I joined Calltouch, we didn’t have a full-fledged marketing department.
There was some kind of blog, some social networks, some mailings and events — something was being done in each of these areas. All of this was managed by a team of three people: a marketing communications director, an event manager, and a copywriter. At that time, it was not yet a single mechanism that worked stably for the image of Calltouch and brought in leads. On the one hand, there was complete chaos in marketing. On the other hand, a lot had been started, and I had to unite it into a working system.
Marketing
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Only events, only hardcore
I joined Calltouch in January albania phone number resource at the start of a new business season. Historically, events have always brought the company a lot of leads, so that's where we started.
In addition to Callday for our key industries - auto, medicine , real estate - we began to hold other industry conferences: for companies from the tourism, fitness, beauty, and accessories sectors. We were growing our client base and simultaneously learning how to hold events at a high level. It was an interesting experience.
We also thought: it would be great to gather a crowd of like-minded people around us. We wanted Calltouch to be associated not only with call tracking and marketing expertise, but also with a cool community where you are always welcome. In addition to serious conferences on marketing, business and end-to-end analytics, we started organizing various informal get-togethers. We held Callnight — closed parties for marketers, watched the World Cup in our office, organized football and volleyball tournaments. Those who have been with us since then will not let us lie — it was always powerful and full of fire.
Focus on social media
Even though we work in the B2B segment, it is important for us to communicate with clients directly and constantly maintain this connection. So then I took up social networks.
We started to systematize our work on YouTube, VK and Facebook (a product of Meta, which is recognized as an extremist organization and banned in Russia). At the same time, we started to build communications in a new way. Calltouch is a complex service. Before selling it, the audience needs to be immersed in the context. First of all, we need to explain what call tracking, end-to-end analytics, and callback are, and why businesses need all of this. And only then — to say why they need to buy our product. We still adhere to this two-stage communication.
Working with the B2B segment
B2B for us is first and foremost about people. And they also watch memes and read posts during their lunch break. Source: NBCUniversal
Calltouch is a brand
Calltouch has call tracking, end-to-end analytics, callback and many other products. And yet we decided to abandon product marketing. Let me explain why.
Our first product was call tracking, and this association has firmly stuck in people's memories: Calltouch is a call tracking service. But we have long been not a company of one product. And not even two. We have much more capabilities, and we strive to be associated with broad marketing expertise. So that everyone knows: if you are a marketer, Calltouch is for you, it will help you solve your problems.
That's why we went down the path of promoting the Calltouch brand. In the current paradigm, this approach seems right to us. With the advent of Calltouch Leeds in April 2022, we began to gradually add a product focus, and this is yielding very good results. But globally, the Calltouch brand remains at the center of our marketing, not individual products. And this approach will not change in the near future.
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About competitors - good or nothing
When I came to work at Calltouch, we were an immature company in terms of communications. We were sarcastic, started holy wars in the comments, and didn’t hesitate to “compliment” our competitors on Facebook (a product of Meta, which is recognized as an extremist organization and banned in Russia). After all, black PR is also PR (not anymore). This didn’t fit in with the image of “our guys” in marketing, which we actively began to form at events and on social networks.
Then we introduced a rule at the company level: respect competitors, do not allow ourselves to speak badly about them or get into arguments. Either good, or nothing at all.
And even when we are asked now: how are you better than your competitors, we never push our merits and do not "put down" our colleagues. We always say that we are different. We do it this way, they do it differently. Do you agree that this sounds completely different?
Attitude towards competitors
As they say, let he who is without sin cast the first stone. Or better yet, let's be friends. For example, on Telegram. Source: Wildside, Haut et Court TV, Mediapro
How We Became Who We Are: The Most Important Thing from the Calltouch Marketing Chronicle
2018: A Strong Start
During my first year at the company, we significantly expanded our business program, connected PR support, worked on ToV, established regular publication of materials on the blog, launched SEO and set up email chains.
At the end of 2018, we held our first big Callday and gathered 1,200 participants at Izvestia Hall on Pushkinskaya in Moscow. We gradually grew our team, and some kind of system began to emerge in marketing.
2019: Overclocking and the Golden Age of Offline
In 2019, we scaled up on all fronts. In addition to what we already had, we added paid advertising in publics and started trying out targeting. We got our own Telegram channel and an Instagram account (a product of Meta, a company recognized as an extremist organization and banned in Russia). It turned out that these channels are great at generating leads in the B2B sphere as well.
We started testing special projects for the first time. We published in The Bell and Pikabu — we talked about what end-to-end analytics is and how Calltouch helps companies from different industries in marketing. We also integrated into Sergey Kosenko's video and got a good reach.
At the same time, we turned on SEO promotion in full. By the way, it became one of the traffic-generating channels in 2022, when Google fell off.
By the end of 2019, we had firmly established ourselves in the digital community. It was worth announcing another event — and it invariably gathered a full house. For us, this was the golden era of offline.
By the end of 2019, we had already gathered 3,000 people for the big Callday at VTB Arena .
2020: All focus on online
When the lockdown was announced, we focused on online for almost a month. And we were, one might say, pioneers of this movement. This entire year, we focused on online events. We held a super-many industry Calldays, marathons, intensives - and built up crazy expertise in this.
Naturally, we also held the big Callday 2020 in an online format. And gathered 5,000 participants in front of their monitors at the same time.
