8×8: Innovative content marketing to promote seamless communications

Unified comms for effortless collaboration

8×8 connects workforces with one platform, delivering unified communications for smarter, collaborative working on any device, anywhere.

Marketing trailblazers, Resonates continues to lead the way with innovative and unique content that truly captures and engages an audience. And they’re an absolute pleasure to work with.

Tricia Morris Director of Content Marketing and Social Media 8x8

The brief

8×8 works with a variety of channel partners and businesses to provide voice, video, chat, contact centre and enterprise-class API solutions on one global cloud communications platform. From social media, to thought leadership articles, it requires a range of content to support its varied and sector-specific campaigns.

With the world shifting to remote and hybrid working came the rapid need for integrated communications, and 8×8 looked to Resonates to help convey its unified communications (UCaaS), contact centre (CCaaS) and experience communications (XCaaS) services.

An extension of the team

We act as an extension of the 8×8 Global and Partner marketing teams to deliver innovative content to support its campaign objectives. We provide 8×8 with fresh ideas and conduct research, craft award entries, write unique content and report on success metrics.

We stay on top of industry tech trends and research the business drivers for 8×8’s target audience. We use this knowledge to communicate the benefits of 8×8’s platform. During Covid-19, we tracked the challenges that businesses faced in moving their workforces to remote working to highlight the value of integrated communications.

We adopt a range of communication methods to amplify 8×8’s message and services such as social media polls, podcasts, white papers and Q&As with managers. We adapt 8×8’s message to appeal to its partner community and its different sector audiences including education, small business and healthcare.

Growing presence in the channel

As a channel-centric organisation, it’s important 8×8 is seen as a trusted leader by its partners. We have helped 8×8’s senior leaders establish thought-leadership on LinkedIn by constructing posts and LinkedIn articles – growing connections and increasing engagement for its VPs.

Our campaigns boost awareness of 8×8’s brand. One LinkedIn campaign poll received 23,000 views and over 600 votes. Another campaign that included a thought leadership article received over 800 views and 200 reactions on LinkedIn.

8×8 depends on us for trusted advice as well as additional resource.

“Without Resonates we wouldn’t have been able to deliver the content and campaigns we wanted to – they are a real extension of our team,” explains Amanda Hill, Senior Channel Marketing Manager at 8×8.

We continue to provide new ideas and content for promoting 8×8’s ‘work-from-anywhere’ as the world establishes its future of working.