ResponseTap

When an in-house copywriter left the organisation, call tracking experts ResponseTap needed writers for their marketing campaigns. With a new, irreverent tone of voice, they contacted us to support their content efforts.

Why did ResponseTap need MYC?

Now at the forefront of call intelligence, ResponseTap needed to bring all their resources into step with a personality that befitted a market leader. What’s more, having firmly established themselves within the agency world as leaders in call tracking solutions, ResponseTap were ready to take on global call centres. Their objectives included:

• Educate users on the benefits of call tracking
• Align ResponseTap branding to a new tone of voice
• Encourage more customers to join their group of beta testers (Beta Club)
• Gain market share in the call centre arena
• Increase click-through traffic from email campaigns

An extension of the team

After hosting a discovery session with ResponseTap’s Senior Product Marketing Manager, it became clear that the brand had no intention of appearing like ‘a call tracking company’. Instead, they wanted to create enthusiasm within the industry and bounce onto the call centre scene with a brazen new approach.

Their existing email campaigns and direct marketing were designed to encourage their audience to forget the stuffiness of B2B and humanise marketing. We were to carry this methodology forward, working it into email communications, blogs and guides so that ResponseTap were consistent across all channels. We worked as an extension of their in-house team, conducting interviews for case studies and working with their various departments.

In addition, as ResponseTap finished developing a new product that would eliminate the need for IVR software, we assisted in an equally ground-breaking campaign that would make their presence clear at both Customer Contact Week and the Travel Marketing Conference. We provided support for LinkedIn InMail content, pitch decks, case studies and a presentation speech.

Seamless brand alignment

ResponseTap turned many heads at the two conferences – so much so that their stand was among the most popular stalls exhibiting and their presentation drew a huge number of attendees. Similarly, additional content with the fresh tone of voice achieved the highest performance rates ResponseTap have experienced.

Our work with ResponseTap’s marketing team:

• Created a vast number of leads from the call centre campaign
• Increased engagement from email campaigns
• Increased Beta Club member numbers

Finding it difficult to stand out from the competition? Get in touch with one of our wordsmiths. Whether you’re a market leader or looking to increase market share, we’re experts at developing branding through both content creation and distribution.