Amdocs and Microsoft needed to create industry awareness and build a pipeline of qualified, co-sell-ready leads within the highly competitive telecom and communication service provider (CSP) market. They partnered with Merit Mile to design and execute a global omnichannel Account-Based Marketing (ABM) campaign around their newly co-developed Amdocs Customer Engagement Platform and generate momentum around Mobile World Congress and DTW25-Ignite. The campaign’s measurable success demonstrated the effectiveness of multi-touch ABM at scale, helping Amdocs and Microsoft create pipeline impact and engage senior telecom decision-makers worldwide.
\n","second_paragraph":"Amdocs and Microsoft shared a common business objective: penetrate and establish new relationships with high-value telecom accounts. Their goal was to reach decision-maker roles, Director and above, at major CSPs across key global markets, including North America, Europe, Africa, Asia, and Central and South America. Having previous ABM campaign success with Merit Mile, including Finastra, Teladoc Health, and Capgemini, Microsoft introduced Amdocs to Merit Mile to achieve these goals.
\nWith competitive pressure mounting and critical industry events approaching, Amdocs and Microsoft needed more than a traditional campaign. They required a custom ABM program that could cut through market noise, speak directly to the needs of targeted telecom audiences, and scale effectively across geographies.
\n","third_paragraph":"Merit Mile began aligning Amdocs and Microsoft’s campaign objectives to their global marketing scorecard and sales goals. After developing the Ideal Customer Profile (ICP) and a Target Account List (TAL), the Merit Mile team crafted an ABM strategy built on market awareness and a two-touch engagement model. This structure ensured that prospects would not be converted to leads until they engaged with at least two campaign assets—signaling a higher level of interest and intent. This approach elevated lead quality and provided Amdocs sellers with valuable engagement data for follow-up.
\nMerit Mile developed a comprehensive set of campaign marketing offers including the “Telco Tipping Point” a custom eBook, sizzle reels, and demo videos. These were complemented by S&P Global 451 Research and OMDIA reports to lend third-party validation and market authority. While the campaign was in-market, always-on display advertising was run to create awareness about the solution and two flagship customer events—Mobile World Congress and DTW25-Ignite. Creative elements and media placements were optimized in real time based on performance, ensuring continued engagement throughout the campaign’s lifecycle.
\nIn addition to generating leads, Merit Mile supported Amdocs’ internal sales activation with enablement materials including lead nurture emails, tele-guides, and campaign playbooks. These provided sellers with insights, content, and structure needed to advance conversations with engaged accounts.
\n","fourth_paragraph":"The campaign exceeded expectations across every KPI, delivering high-value ABM leads and meaningful engagement with telecom decision-makers across multiple global regions. Weekly lead quality control ensured accuracy and alignment with Amdocs’ TAL and real-time campaign dashboards tracked performance, ROI, and lead quality.
\nIn total, the campaign generated 550 qualified, double-touch leads from 34 unique telecom and CSP companies. More than 705,000 impressions were achieved across display and video advertising, and the campaign delivered an outstanding click-through rate (CTR) of 1.12%)—nearly 10x the industry average for similar programs.
\nAs the campaign progressed, Merit Mile optimized for even greater performance including creative and messaging refreshes, media placements, and shorting video lengths to maximize the Video Completion Rate (VCR).
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