Go Inspire has renewed and expanded its CRM partnership with BT Group, extending a long-standing relationship that spans print, digital, and data-led customer communications with one of the UK’s largest brands.
Under the renewed agreement, Go Inspire will continue to deliver direct mail print services for BT Group’s UK brands, including BT, EE, and Plusnet, supporting both consumer and B2B communications. The partnership also includes digital deployment across several of BT’s email programmes, broadening Go Inspire’s role through multiple channels.
The most significant change is an expanded remit with BT Consumer’s marketing team. Go Inspire will now provide a wider range of services, including creative development, data sourcing, and post-campaign analysis, alongside the execution of below-the-line trading campaigns for BT and EE throughout the year.
According to both organisations, the renewed agreement reflects a shared focus on improving the effectiveness of CRM activity by simplifying execution, making better use of data, and delivering communications that perform at scale.
Nate O’Dell, head of demand generation for BT Consumer, said the decision to extend the relationship was driven by Go Inspire’s performance during the pitch process and its ongoing approach to delivery. “We were particularly impressed by the quality and turnaround of the creative thinking in the pitch, whilst always being proactive with ideas and ways to make our budget work harder,” he said. “We are looking forward to continuing the relationship and consolidating more of our work with Go Inspire to drive efficiencies and make more of the expertise that the team has to offer.”
Ben Snutch, chief customer officer at Go Inspire, said the renewal and expansion was an important milestone for the business. He highlighted BT Group’s scale and complexity, noting that Go Inspire has focused on practical delivery and commercial outcomes in recent years. This has included simplifying large-scale communications, improving data use and reducing cost and friction in marketing activity.
“This next phase allows us to work more strategically with BT’s teams, combining creative thinking, data and analysis with proven execution to help customer marketing deliver real, measurable value,” said Mr Snutch.
Go Inspire said its work with BT Group reflects its wider position as a CRM partner focused on delivery, supporting high-volume customer communications across print and digital channels for major UK brands.
