The brief
Every product launch at TelNet started with the same question: How do we reach the right people, at the right moment, with the right message—and turn that attention into a conversation?
We didn’t have the luxury of big brand awareness budgets or an established digital audience, so every campaign had to accomplish three things: generate qualified leads, extend our reach and build brand authority. The framework that made this possible? The hub-and-spoke model.
The framework
The hub-and-spoke method is an inbound marketing strategy built around a single, authoritative piece of content (the hub), supported by a network of lighter-touch assets (the spokes) that drive traffic back to it. Think of spokes as the breadcrumbs: social posts, ads, blog posts, emails and videos that create multiple entry points into the same conversation, each one designed to guide a prospect back to the hub and capture their information through a gated form.
It works because it meets prospects wherever they are in the buyer’s journey, continuously directing them toward a single conversion point. And it works especially well for complex B2B products like unified communications, where product education is a prerequisite for purchasing decisions.
A campaign example
As Microsoft began to dominate the collaboration platform arena in 2020, TelNet launched Direct Routing, an over-the-top voice service for the Teams platform. Because it enables users to make and receive phone calls to their business number without ever leaving the application, Direct Routing allows organizations to use Teams as a corporate phone system.
We built the campaign around a comprehensive eBook as the hub, then developed a full ecosystem of spokes to drive traffic toward it: a landing page for lead capture, an animated video with its own landing page, Google and LinkedIn ad campaigns, a series of search-optimized blog posts and a multi-touch email nurture sequence targeting both new prospects and the existing customer base.
The results were immediate. In the campaign’s first month, LinkedIn ads delivered a 21.82% conversion rate, with cost-per-click (CPC) less than a third of our other campaigns.
The result
The hub-and-spoke model became TelNet’s campaign standard because it made every individual asset more valuable. A blog post on its own generates traffic. But a blog post that drives to a gated eBook that feeds an email nurture sequence that hands off to sales? That generates revenue.
In an era of digital-first marketing, building brand authority isn’t just about making great content. It’s about optimizing for search, being visible in a crowded market and developing a meaningful relationship with prospects by guiding them deliberately along every stage of the buyer’s journey.