XLN is the most significant independent player in the UK business broadband world. They provide phone, broadband, energy, and card payment services tailored for small businesses.
With over 60,000 small businesses using their many products, they have a focus on price and customer service. They have offices in central London and Sheffield.
The business broadband market is dominated by one dominant player, BT. Other broadband providers compete to take BT’s customers and hold on the market away from them. Customers don’t switch their broadband providers as much as they should. A key challenge XLN have is encouraging and converting new customers over to their services.
I worked with XLN as Head of Digital, looking after a team of ten that specialised in digital marketing and website development. It was my role to increase leads and improve lead conversion across all online sales channels including Organic, Affiliates, Direct, PPC.
Using an agile framework and principles, I was expected to manage through all significant website development projects and responsible for presenting progress directly to the board every month. There was a particular focus on increasing qualified leads and sales every month.
Previous management had bent sales figures, meaning a new process of end-to-end reporting that was easy to understand and transparent was required.
I worked closely with the CEO, Marketing and Finance Directors and the Head of Sales to develop a sales centred strategy to meet short, medium and long-term goals.
I managed a team of 10, focusing on online marketing and website development. I also worked on customer service improvement projects to improve customer experience and usability.
If you are interested in how I can help your company achieve similar results, please get in touch and let’s have an obligation-free chat.