Marketing Department for IPTel: Our Case

Imagine you’ve built a communication platform with broad functionality that performs successfully in the local market. In Ukraine, competition is moderate, clients make decisions quickly, and international players haven’t fully occupied the space yet.

But now you’re facing a new challenge — entering the UK market. Here, competition is significantly tougher, and the rules are dictated by long-established leaders. At the same time, the potential is substantial: in 2023, the European contact center as a service (CCaaS) market — which includes the UK — was valued at USD 1.49 billion.

The client came to us with a clear goal: to identify the strengths and weaknesses of the project’s marketing in the Ukrainian market and to prepare a marketing strategy for a grant application aimed at entering the UK market.

In the IPTel marketing strategy case, we already covered the following stages:

• Market analysis
• Competitor analysis
• “Mystery shopper” research
• Lead generation testing
• Choice factors
• SWOT analysis
• Audience segmentation
• Positioning
• Marketing hypotheses
  

We took on the development of the marketing strategy — but just a few days in, we received a message from the client:

 “We have a few tasks in Ukraine. Can you help?”

A proper growth strategy isn’t just about scaling into new markets — it’s also about strengthening your presence where the business is already operating. Retaining and expanding in the current market is just as important as expansion.

At first, these were isolated tasks — design tweaks, edits, and minor adjustments. But within a short time, they grew into a large-scale project.

That’s how we became the remote marketing department for IPTel, and we’re now working on:

✅ developing the website and knowledge base;
✅ advertising materials;
✅ marketing support in Ukraine;
✅ campaign launches for the UK market.

What started as a strategy for a grant evolved into long-term collaboration and systematic business support.

Part 1: Content

 IPTel — a communications, automation, and sales platform that quickly adapts to your business needs. What sets it apart?

• A comprehensive communication system: call center, auto-dialing, CRM, contact center.
• Strong technical support.
• Affordable pricing.
• First integrators of artificial voice detection systems.
• 500+ completed projects.
• Communication, sales, and automation — all in one space.

For projects involving technical products, it’s crucial that users don’t get lost in complex specifications and can easily find answers to their questions. That’s why our task was to create a convenient informational ecosystem that works for the client. To achieve this, we divided our work into two key areas:

1. Website updates — making it clear and user-friendly.
   
2. Knowledge base expansion and improvement — providing clients with structured, accessible information.

1. The website — the company’s business card and an effective user resource

Imagine this: a potential client visits the website looking for a solution, such as a voice bot to handle incoming calls. Instead of facing complex technical jargon and confusing terms, they enter a well-thought-out content ecosystem where everything is logically structured:

• Overview article — to understand the technology.
  
• Analytics — to assess the solution’s effectiveness based on real data.
  
• Guide — a step-by-step manual with examples.
  
• Case study — a real story with measurable results that proves the value.
  
• Video tutorial — for visual learners.

This kind of first contact and thoughtful approach inspires confidence and creates a desire to become a client. That was exactly the goal of our work.

Additionally, we updated the key pages: homepage, blog page, feature pages, registration and login pages. The site now has a clear structure and optimized content that helps users easily navigate the company’s offerings. Clients no longer need to search through multiple sources — everything is available in one space, clear and accessible.

2. Knowledge base — the central hub of valuable information

A well-developed knowledge base ensures that clients stay with the service long-term and don’t need to constantly rely on technical support.

That’s why we took on the task of improving IPTel’s knowledge base — so every user could find a clear, step-by-step guide and solve their issue within minutes.

We began by updating the structure, then moved on to the most important part — creating and populating the sections. We developed and published articles that support users through key processes:

• General settings and registration
• Workspace and telephony
• Call automation
• CRM system
• Call center
• Agent workspace
• Contacts

We also:

1. Created a highly detailed video tutorial for using the service.
2. Wrote over 30 articles, including technical guides, expert materials, and analytical reviews.
3. Rewrote and optimized more than 15 articles to improve readability and make them more accessible and user-friendly.
4. Launched a series of blog posts highlighting the company’s participation in conferences, awards, and latest technological developments.

Not sure if an external team can dive deep into your complex niche? Complexity is what drives us. Biogas plants, AI in trading, CRM integrators — just a few of the industries we support as a remote marketing department.

Next steps in developing IPTel’s educational content:

• New articles on Viber bots, call queues, call center reports, and integrations (e.g., Microsoft 365).
  
• Functional updates — intelligent search and a recommendation system to help users find the right materials faster.
  
• Translation — adapting materials for English-speaking users.

We’re moving forward to make interacting with IPTel even simpler and more convenient.

Trust is built through a quality product and helpful content — but strong visual identity is just as important. People buy with their eyes, which is why we placed special emphasis on the visual aspect. After updating the website and knowledge base, we moved on to tasks that strengthen the brand visually:

Redesign of the commercial proposal

The commercial proposal is often the first step toward collaboration, so we made it not only informative but also visually appealing. Structure, clear emphasis on key advantages, improved typography, and professional presentation — all of this boosts the effectiveness of the document and increases client interest.

The presentation we prepared for partners:

And most importantly — logo  book development

You have a logo, your brand colors are defined — but the brand still doesn’t feel cohesive? Imagine having all the pieces of a construction set but no instructions for putting them together. That’s exactly how IPTel’s brand identity looked before the creation of the logo book.

How did we transform chaos into structure, why is a logo  book a strategic investment, and how does it support scaling? You’ll find the answers in this case.

The marketing department works across several directions at once: creating content, distributing it on social media, on the website, and external platforms, preparing materials for the sales team, and launching and optimizing advertising. In this case, we’ve highlighted content and promotion separately, though all these processes happen simultaneously.

The marketing department works across several directions at once: creating content, distributing it on social media, on the website, and external platforms, preparing materials for the sales team, and launching and optimizing advertising. In this case, we’ve highlighted content and promotion separately, though all these processes happen simultaneously.

Part 2: Promotion

It’s not enough to just create content — it must be seen by exactly the people who need it. That’s what promotion is: a set of actions that ensure your content reaches the right audience and delivers real results.

Email newsletters

Email newsletters often end up being a random mix of messages instead of a well-thought-out strategy. And when early attempts fail, it may seem like this tool is outdated and ineffective.

But that’s far from the truth.

No promotion tool will work without a strategic and systematic approach. In the marketing strategy, we considered email campaigns as one of our hypotheses — and saw great potential in them.

So, we developed a clear email strategy that works effectively with new leads, current clients, and inactive users. Here’s how we approached it:

1. Audience segmentation — we categorized users based on their status and behavior:
   
   • New users — recently registered or in the trial period.
   • Active clients — users engaged with the product but not yet using its full potential.
   • Loyal clients — regular users open to new features and expansions.
   • Inactive clients — users who have dropped off and need reactivation.
     
2. Process automation — we proposed automating email newsletters by integrating campaigns with IPTel’s CRM, enabling personalized, trigger-based flows. For example: if a user hasn’t logged in for 10+ days, they automatically receive a reminder email offering a consultation.
   
3. Tool comparison — we analyzed various email services to select the most optimal solution.
   
4. Funnel development — we built tailored funnels so each segment receives relevant communication. These included email sequences for onboarding, loyalty and retention, reactivation, and lead magnets.

Visualization:

To ensure systematic contact with customers, we:

• Developed over 40 emails for automated sales funnels, including the segments “Long sale”, “Became a user”, “Could not be contacted”.
• Configured and optimized 6 funnels.
• Prepared commercial offers for partners and customers.
• Launched email campaigns for different audience segments in both Ukraine and the UK.

Video marketing for the international market

To increase IPTel’s international visibility, we added video content and PR activities to our promotion tools. They form a long-term image of the company and tell the story of the brand. For the British market, we created a special video. Main steps:

• Development of the script — adapted to the English-speaking audience and the business context of the UK.
• Content creation — visualization of IPTel’s technological advantages and expertise.
• Launch of an advertising campaign — promotion of the video among potential customers.

The video we created:

Conferences and PR

Participation in large events is a strategic opportunity to make yourself known, attract new partners and strengthen brand trust. We have analyzed each event, its format and audience in detail, and also carefully prepared the client for speeches and presentations to make IPTel’s participation in international events as effective as possible.

As part of preparation for large-scale events, we:

• Prepared the company’s profile on the official pages of partner events.
• Developed and posted special offers for partners.
• Prepared information about the speaker for social networks.
• Formed the structure and content of the basic presentation for a conference speech.
• Developed the design of presentation materials, including booklets and banners.
• Conducted an audit of advertising materials for different markets.

The presentation we created for the speeches:

Also, to build brand awareness and trust, we have additionally gathered a database of media and journalists covering IT and technology solutions.

In order to further:

• Establish partnerships with key publications.
• Attract expert publications about IPTel.
• Increase brand awareness among the technology audience.

Part of the collected data:

Advertising campaigns: Google and Meta

For a stable flow of new clients, we have prepared advertising texts for Google and Meta, focusing on the following aspects:

• Creating ads for specific audience segments.
• Developing a series of static and dynamic creatives to enhance the visual effect.
• Optimizing campaigns for effective use of the advertising budget.

A remote marketing department is a truly comprehensive and systematic approach that many have talked about, but not everyone has been able to implement. If transparent communication, coordinated processes, and a clear understanding of all actions are important to you, contact us. We will be happy to meet and cooperate!

Conclusions: from strategy to a comprehensive marketing department

Initially, the client turned to us for a marketing strategy — a clear plan, analytics and marketing hypotheses for IPTel’s entry into the international market. But our cooperation quickly moved to other areas, since the business operates in the Ukrainian market and needs strengthening and systematization.

In a few months of cooperation, we went from developing individual marketing materials to creating a systematic, comprehensive marketing department. Our work allowed us to:

• Implement full-fledged content marketing that supports both SEO promotion and lead generation.
• Automate email communication, which significantly improved interaction with customers.
• Increase brand awareness through PR campaigns and international platforms.
• Visually improve brand perception through website updates, presentations, animations, and video content.
• Prepare the business for entering the international market and launching advertising in Western countries.

Also, one of the key stages was the creation of a logo book — a tool that organizes the brand’s visual system and ensures its consistency in each communication. After all, a logo by itself does not guarantee recognition if it is used chaotically.

In the next case, we will show how we transformed IPTel’s identity from disparate elements into a clear, structured system.

Our cooperation with IPTel continues: we have implemented a separate project and continue to build systemic marketing focused on long-term results. Marketing is a constant process, a business function that develops together with the business itself.

Do you want marketing to work as a coordinated mechanism, and your brand to speak the same language with customers and bring tangible results? Leave a request! P.S. We are, of course, not magicians, but marketing without chaos is already magic✨