How Smithville Uses Data Insights To Drive Successful GTM Strategy

When Smithville introduced solar-powered Arlo Secure cameras, we expected subscribers to appreciate the added security and convenience. It was part of our broader go-to-market (GTM) transformation—one focused on delivering solutions that simplify and enhance subscribers’ connected lives.
 

But unexpected challenges surfaced. In some neighborhoods, dense tree cover disrupted solar charging, impacting performance. Rather than seeing this as a setback, we viewed it as an opportunity to gather real-world insights that would help us refine our offerings and better serve our subscribers. This commitment to listening and adapting is the foundation of our subscriber-first strategy, giving us a competitive edge in an increasingly crowded market.
 

Turning Insights Into Action: Data Powers Our GTM Success

The Arlo camera deployment underscored the power of subscriber data in shaping our strategies. Unlike providers that rely on a one-size-fits-all approach, Smithville uses data from the Calix Broadband Platform to personalize engagement and tailor our offerings to the unique needs of our communities.
 

This subscriber-first, data-driven approach delivers results. Between 2023 and 2024, we:

• Increased average revenue per user (ARPU)
  
  
• Reduced churn by over 10 percent
  
  
• Boosted our Net Promoter Score℠ (NPS®) by nearly 19 percent—clear evidence of growing subscriber trust and satisfaction
  
  
• Launched SmartBiz™ in just two weeks
  
  
• Blocked more than 86,000 web threats in a single month with ProtectIQ®

These aren’t just internal key performance indicators (KPIs)—they prove that prioritizing subscribers and investing in data-driven GTM innovation leads to stronger relationships, increased loyalty, and sustained competitive advantage.
 

Continuous Innovation Secures Long-Term Growth

Our 20-year partnership with Calix has been a cornerstone of this evolution. With Calix Engagement Cloud, we gain critical visibility into subscriber preferences, device usage, and emerging needs. These insights allow us to launch smarter residential services, like ProtectIQ for home network security and ExperienceIQ® for advanced content controls—bringing greater peace of mind to every household.
 

Access to customizable content in the Electronic Content Builder (ECB) accelerates our ability to create, test, and optimize campaigns. This agility is essential as we continue introducing new services that deliver even more value to subscribers.
 

Creating Peak Moments for Our Subscribers—and for Our Business

At Smithville, every new service launch is designed to create a peak moment—a personalized experience that enhances our subscribers’ connected lives. With over a century of service to Indiana communities, Smithville is more than an internet provider; we are a trusted partner to local businesses, schools, and non-profits—deeply embedded in the fabric of the communities we serve.
 

Every innovation reflects that legacy, reinforcing the trust we’ve earned and the values we represent. As competition grows, our focus on long-term value rather than short-term promotions will define our success for generations to come.
 

Explore how Calix helps broadband service providers like Smithville transform their go-to-market strategies to captivate subscribers, drive value for their members, and gain a competitive edge.
 

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.