Voxox / Telcentris (Cloudphone)

50% more conversion and 80% more ARPU across a B2B and B2C suite.

One product suite, two audiences that wanted opposite things. Segmented messaging, a new affiliate channel, and a blockchain division that produced a utility-token telecom platform that drew global carrier interest.

Where things stood

Muddled messaging across services and target customers, no PPC or affiliate strategy, no B2B lead flow, and low average order value.

The call

The obvious move was one message that tried to serve both the B2B and B2C audiences at once. I steered away from that. The two audiences wanted opposite things from the same product suite, so the website and messaging were restructured around distinct customer segments instead of a single blended pitch.

What got built

  1. Restructured the website and messaging around distinct B2B and B2C customer segments
  2. Built B2B lead automation for SMBs
  3. Led product and go-to-market for VoxDirect, the suite's consumer and small-business product (see the separate VoxDirect case study)
  4. Ran conversion optimization on the Voxox website end to end with A/B and multivariate testing, using Optimizely and Hotjar
  5. Launched a new affiliate program from scratch
  6. Founded a blockchain division that built a utility-token telecom platform

Results

5x

growth in B2B contracts through targeted, segmented SEO and PPC campaigns

Voxox / Telcentris.

50% / 80%

increase in conversion and in ARPU across the B2B/B2C suite

Voxox / Telcentris, 2017 to 2021. Director of Marketing and Product Innovation.

Scope

Director of Marketing and Product Innovation. Owned marketing, product marketing and go-to-market for the full suite.

Build and present clear strategies to leaders that help ensure a brand remains relevant.

Ed Mallory · CEO, Voxox / Telcentris

now: CEO, Ring4.com

He's also extremely pragmatic.

Kristin Beers · Operations, Voxox / Telcentris (3 years working together)

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