Fiber Internet Launch: Go-to-Market and Automated Sign-Up

Advanced Office Products launched fiber internet as a new line of business, going up against AT&T and Optimum. As fractional CMO, I built the go-to-market and the customer acquisition system behind it, from address check to install crew.

Advanced Office Products is a managed IT services provider in Lake Charles, Louisiana. Its fiber build covered Lake Charles and surrounding areas, reaching into rural parishes under Louisiana's GUMBO broadband program. AT&T and Optimum already served the region.

Fiber can only be sold where the network reaches, and that map kept growing as new neighborhoods came into service. So we defined the market by the network itself. Every residential address the fiber could serve, validated one by one in GIS, was the target. The rest of the region wasn't.

A prospect only becomes a customer when the address is serviceable, the sign-up is captured, payment goes through, and a crew is dispatched. I scoped that path end to end and directed the developers who built it.

A prospect enters an address. The system checks it against the fiber map, captures the sign-up, takes payment, and opens the install work order. HubSpot sits in the middle, holding the customer record and moving each order from one step to the next.

Voice-of-customer research set the positioning against the national providers, and the positioning set the launch plan. The campaign assets were ready in late 2021 and held until the network's financing cleared and it could take orders.

Awareness ran across TV, signage, door hangers, direct mail, search, social, and local events. The offline pieces carried QR codes and direct URLs mapped to a custom channel taxonomy in HubSpot. A first touch from a door hanger or a street sign showed up in reporting next to the digital channels.

Fractional CMO across four business units, directing a six-person delivery team.