Telenet + LeadFabric + Turtl | Case Study

How Telenet and Leadfabric built a content feedback loop that puts customers in focus

Case study: Creating a content feedback loop to inform strategy

How putting customers in focus resulted in 10x more subscribers and 4x more meetings booked The story of Telenet + LeadFabric + Turtl

Results At a glance

Improved read times, better conversion rate, thousands of leads generated, and more meetings booked

Content that drives revenue strategy

By using Turtl to create highly engaging content and gather actionable audience insights, Telenet and LeadFabric created a powerful content feedback loop with impressive results:

4 minute average read time	Visually appealing and interactive content drives a much deeper level of engagement.
88% conversion rate	Psychology-led format and interactive features encourage readers to engage with CTAs.
1,400 leads generated	Using Turtl eBooks as part of a regular email campaign resulted in a high volume of leads over 2 months.
10x more subscriptions	Turtl's analytics suite fed reader-specific data back into Telenet's tech stack, allowing for the creation of highly personalized and relevant content.
4x more meetings booked	Audience insights and a personalized approach facilitated a segmentation strategy focused on buyer-specific needs.

We needed to stop using small solutions for big challenges.

Kaat Wuyts, Head of Consulting - BeNeLux & France at LeadFabric

Overview: The story in a nutshell

Telenet and Leadfabric built a content feedback loop that puts customers in focus

In early 2021, Belgian telecom provider Telenet teamed up with Turtl and LeadFabric to take on a new challenge - showcasing their offerings to a rapidly emerging customer segment.

Huge increases in the need for high-bandwidth internet for small businesses and home offices created by the pandemic posed a unique opportunity for Telenet. These "SoHo" customers are demographically diverse, and varied in their needs. Creating engaging, personalized content for all of them required a robust MarTech solution.

Turtl and Leadfabric joined forces, not just to create great content for customers, but to put that content to work - using it to directly implement a complex segmentation strategy, built on the back of Turtl's powerful Public Personalization functionality.

In just 2 months:

Over 2000 identified readers

More than 500 engagements with interactive features

Average read time of over 4 minutes per document

Telenet is the largest telecom provider in Belgium. Their solutions support every organization with digital challenges, from small entrepreneurs to big enterprises.

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Challenges and objectives: Meeting readers more than halfway

Closing the gap in the content marketing workflow

THE CHALLENGE

Creating a content+strategy feedback loop

Kaat Wuyts, Head of Consulting - BeNeLux & France at LeadFabric turned to Turtl.

Turtl's ability to produce personalized content at scale, improve engagement, and generate customer insights while reducing production costs was exactly what Telenet needed.

1. Fill the "content gap" in the MarTech stack

How can we drive deeper and longer content engagement through digital-first content?

2. Use content to directly inform segmentation strategy

Can content itself be used to meaningfully segment customers?

3. Create a 360° view of content performance

How can we improve our content through analysis of reader behavior?

4. Personalize content for buyer-specific needs - at scale

How can we make sure that customers and prospects are reading the right content for them?

Solution: A holistic content approach

Combining the power of multiple solutions to create content that directly drives revenue strategy

THE SOLUTION:
Creating a content feedback loop

Telenet Readers receive their interactive Turtl Doc, make their selections, and a personalized version is generated based on their specific needs.

User interactions are recorded and pushed back to Marketo to adjust customer segmentation based on their choices.

By creating this feedback loop, Telenet is able to engage readers and actively iterate on their segmentation strategy simultaneously.

Personalized guides for every customer

Content creation

With Turtl, Telenet was able to create interactive visual guides detailing their SoHo offerings in just a few weeks.

Guides were produced in multiple languages and designed to drive deeper, longer content engagement across audiences. Custom Turtl themes ensured consistent branding across all content.

MarTech integrations

Using Turtl's Marketo integration allowed Telenet to ensure that the right Turtl Doc reached the right audiences, selecting for language, geographical location, and other data.

Turtl's analytics suite was then able to feed reader-specific data back into their tech stack, closing the MarTech loop.

Content engagement

Customers and prospects receive their guide and engage with a series of interactive questions about their telecoms needs. After answering these questions, a personalized Turtl Doc is created, detailing the ideal products for them.

Because the content is visually appealing and interactive, a much deeper level of customer engagement is achieved.

Research: How Turtl Impacts Reader Behavior

Audience insights inform strategy

By choosing their own path through Telenet's content, customers are able to self-segment - ensuring they get the most relevant information possible, and allowing Telenet to evolve their segmentation strategy one reader at a time. This powerful synergy allows for a highly focalized segmentation strategy.

We needed to stop using small solutions for big challenges.

Kaat Wuyts, Head of Consulting - BeNeLux & France at LeadFabric

Try Public Personalization for yourself!

Results: Content for every customer's needs

RESULTS:

A powerful content feedback loop

By combining highly engaging content with powerful analytics and integrations that Turtl provides, Telenet and Leadfabric were able to drive impressive engagement during this campaign.

Most impressively, utilizing Turtl e-books over regular email campaigns saw 4x more meetings booked and 10x more subscriptions gained. Bounce rates dropped and more readers engaged with the full document (Turtl's criteria for conversion).

Furthermore, data collected from each reader's behavior was then fed back into Telenet's tech stack to support their robust segmentation strategy.

The performance results speak for themselves, proving interactive content provides actionable audience insights for future personalization and targeting initiatives.

Performance

88% conversion rate

11% bounce rate

4 minute average read time

1400 leads generated in 2 months

Partner Spotlight: About LeadFabric

LeadFabric lives on the crossroads of where system integrating, business consultancy and campaign design meet.

Their mission is to help B2B companies innovate their sales & marketing in a digitally-enabled world by sharing visionary marketing trends and helping them adapt to constantly changing buyer behavior and expectations. They accomplish this because LeadFabric exists in the space between being a Business Consultancy, a Systems Integrator, and a Creative Agency. Their people are results-oriented, diverse, and always learning.

LeadFabric operates out of Belgium (HQ), The Netherlands, The United Kingdom, Romania, and Taiwan, with a client- and partner base from all over the globe.

LeadFabric in a Nutshell

The go-to Marketing & Sales Consultancy, Systems Integrator and Creative Agency for B2B organizations across the globe.

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