CallTower is a pioneering cloud communication solutions provider for organisations expanding at a global scale. The company delivers the world’s most advanced unified communications, call centre and collaboration solutions. It solves communications challenges in over 100 countries, manages over a million global users, and operates 15 data centres around the world.
Seanna Baumgartner VP of marketing CallTower
In late 2024, CallTower had plans to launch in the UK market. However, despite a strong offering and growing global presence, it had limited familiarity with the UK media landscape. Successfully launching the brand here would therefore require specialist expertise, from partners with a deep understanding of how to reach and engage with UK businesses.
Resonates was selected for our experience in helping establish global technology brands in the UK, and for our extensive knowledge of UK technology, channel and business publications. We were tasked with building awareness of the CallTower brand and the solutions it already provided for organisations around the world.
The relationship began with an in-depth knowledge gathering process that allowed Resonates to build a picture of CallTower’s business, and identify the knowledge holders within it. We also focused on CallTower’s customers, and their challenges and opportunities. These inputs informed the production of tactical PR and marketing plans, which outlined solutions-based thought leadership content for sector and business media, supported by blog, social, and other inbound marketing content.
We assigned an experienced technology writer as content lead on the account, ensuring that all CallTower content would be consistently aligned with brand messaging and fully reflect the objectives outlined in the tactical plans. At the same time, content production could draw on the deep experience of the full Resonates content team, which includes senior B2B journalists and business content writers.
The final piece, crucial to the success of any PR or outreach programme, was for Resonates to target key publications covering the unified comms, call centre and office collaboration space. Here, our existing journalist relationships and extensive sector experience would prove crucial to securing coverage, and driving wider awareness through reactive comment opportunities and proactive press releases and media alerts.
During the project, Resonates also supported the launch of CallTower’s Europe-wide white paper with a dedicated campaign, alongside support for another campaign around the UK’s upcoming public switched telephone network (PSTN) switch-off. When CallTower wanted to talk publicly about sustainability, Resonates’ experience in climate and cleantech meant it could offer strategic support and guidance on how to communicate clearly in this space to avoid greenwashing or negative attention.
Resonates helped CallTower achieve a successful UK launch, and amplify its brand awareness through extensive earned media coverage. In little over one year, CallTower has:
These results far exceeded CallTower’s KPIs for its UK launch, helping cement its position as a unified comms leader in its new market.
Hannah Thame, account director at Resonates, said: “CallTower has a strong proposition, but unified comms is a competitive market where even established brands can struggle to gain traction. Our strategy boosted awareness of CallTower and its authority through thought-leadership content. Alongside this, we generated a steady stream of press releases and expert comments to gain a wide range of coverage. The results speak for themselves.”
Kade Herbert, marketing manager at CallTower, said: “The combination of a clear plan, focused messaging, and a steady stream of compelling content has made Resonates a pleasure to work with. I’m always impressed with what they produce and the coverage they secure. If you’re looking for a team to deliver, whether on creative campaign ideas or strategic PR counsel, I couldn’t recommend them more.”
