Case Study


Vertical content and materials for financial services sectors


  • Global telecommunications company
  • Broad product portfolio

Business challenge

The European arm of this global telecommunications company already had a large number of financial services firms as customers but enjoyed relatively low share of wallet and saw the opportunity to penetrate the sector more deeply to drive significant incremental revenues.

However, selling a wider range of products more successfully against the competition required a greater understanding of customer challenges in the very different sub-sectors within financial services.


The first step in the project was to develop a segmentation for the financial services sector based on the differing telecommunications needs of different types of firm – from global banks, investment banks, and broker-dealers to asset managers, hedge funds and high frequency trading shops right through to insurance and pension companies.

Next, BPM drew on extensive in-house knowledge of the financial sector and worked with internal subject matter experts to develop an understanding of the top of mind challenges different types of firms face, where telecommunications may provide part of the solution. Based on this, BPM was then able to identify the most compelling value propositions across the range of products and services offered by the Company.

The output from the project was a comprehensive go-to-market Messaging Strategy for the Company in the financial services sector. The Messaging Strategy was then used as the source of content for the development of numerous communications, marketing materials and sales tools to drive additional penetration in a number of target sub-segments including, for example, hedge funds and high frequency trading.

Benefits delivered

  1. Company now has a clear view of the true challenges and opportunities faced by customers
  2. Sales people are better equipped to get the attention of senior business decision makers in their target accounts
  3. Customers understand how the Company’s solutions can deliver business benefits, moving the conversation from price to value