BT Enterprise, BT’s B2B division, was dealing with a declining reputation among SMEs and increasingly effective competitors, while offering premium products in a commoditised market. After years without dedicated brand spend, SME business leaders believed BT was remote, disinterested, and expensive. This is the story of how BT reversed its fall in consideration and preference using a broadcast-led marketing strategy, proving the value of products that are ‘All business. No drama.’ The approach delivered a £6.32 margin ROMI from short-term sales, and an estimated £13.52 when adding in its longer-term impact.