Tungsten Network Friction Campaign
If you want to own the solution, it helps to own the problem too.
When CMO Connie O’Brien asked Renegade to help differentiate Tungsten Network from other e-invoicing companies, we jumped at the opportunity.
First, we already knew her to be courageous having worked with her during her stints at AXA and Vonage. Second, we knew her to be a fan of storytelling thus giving us a unique opportunity to validate the Renegade Algorithm (Story + Content + Social = Cutting Though).
If you’ve ever issued a bill to a vendor with errors or tried to get a payment update on a bill being processed by a large company, then you know there is lots of friction in the world of invoicing, friction that chews up gobs of time and money. Recognizing that Tungsten Network’s e-invoicing platform removes the bulk of this friction for many of the world’s largest companies, we helped Tungsten make Friction enemy number one of the procurement industry.
The Friction story is currently being told across a wide variety of communications channels. The first ever global study of P2P (Procure-to-pay) Friction, which Renegade orchestrated, established the Friction Index and generated 20+ feature stories in business and trade pubs. FrictionFinder.com provides a diagnosis of the relative friction companies have in their purchasing process AND offers up immediate suggestions on how to remove that friction. The Tungsten blog features real world stories of friction-filled situations and brand videos also created by Renegade, bring a touch of humor to the science of friction.
The Friction Study yielded a cornucopia of factoids like the causes of friction, the hours wasted, and money burned, all of which were repurposed as social content including a slick infographic. This content has also become powerful ammunition for the friction fighting sales team to engage with the most promising prospects via their personal social channels.
In its first six months, the Friction Campaign has dramatically increased site traffic, video views, content engagement, press coverage and most importantly, lead flow. And we’re just getting started!