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BtoB's Best Marketers: Alicia Dietsch, AT&T Business Solutions

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As with many other industries, the telecom business is undergoing massive transformations. Alicia Dietsch's role is to help communicate these changes and what they mean to AT&T Business Solutions' 3.8 million customers. “We are the storytellers—everything from how we articulate our value proposition to how we reflect our overall corporate brand to our business customers,” she said. “We are helping people make the journey from understanding the company they know as a phone company to a company that helps their business operate.” This year, Dietsch helped develop AT&T Business Solutions' “Rethink Possible” campaign, created by BBDO New York and BBDO Atlanta, which uses real customer stories to show how AT&T's networking solutions can help businesses remake themselves. One TV spot features Amtrak, which created a mobile ticketing system using AT&T technology. Another spot features Corporate Caterers, a Miami-based company that used mobile solutions from AT&T to expand its business. That campaign also included print and online ads. Dietsch also helped create a corporate responsibility campaign, called “It Can Wait,” to promote the responsible use of technology, such as not texting while driving. The campaign used TV and social media. Another big effort for Dietsch this year was using social channels, such as AT&T's Networking Exchange blog (which was started in print) to provide a community where business customers could exchange ideas. The blog has more than 60,000 subscribers. “The Networking Exchange blog demonstrates the power of social in a business context and has been a learning experience for us in terms of understanding how our business customers will engage socially and what their priorities are,” Dietsch said.
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