Youtube Lead Gen Cards: 3 Aspects to B2B Domination [Case Study]

November 11th, 2013 by admin Leave a reply »

Instruction online May, Twitter began piloting “Lead Generation Cards, ” a new marketing campaigns feature that let companies structure their email marketing lists right during Twitter. In August, Twitter opened up each of our feature to all advertisers, and handheld marketing agency Webtrends jumped on a opportunity to drive more qualified leads due to the B2B company.

The benefits were huge. Webtrends combined charge acquisition tool in Twitter accompanied by a custom lead nurture campaign or accelerated its lead gen for the four-week period by nearly the, 000 percent. In addition , the advertising and marketing campaign improved Webtrends cost per take by 500 percent.


So how carried out they do it, and what are some ways for you to replicate their success?

1 . Rethink Social

“Social marketing is at a falling point, “ said John Windschatten, brand and social marketing manager within Webtrends. “Until now, the focus is often on optimizing social content, phone legendary|succeeding in the|letting it|making it possible for|allowing it|enabling|allowing|making it very|allowing for} more accessible and more discoverable. What’s taking place now – and Lead Generation Pc cards reflect this – is someone may be optimizing the social user experience ; you’re to make things more convenient and more accessible for the users – without them having to select and click anywhere else. ”

To ensure that Webtrends to be successful with the Twitter take gen campaign, the team needed to alter the way they were approaching social. For a period of time leading up the campaign, Webtrends started analyzing and measuring verything it could to understand the performance of social channels, and who an individual’s target audience was – all the way to go and which pop culture references resonated best.

Lee explained their approach to B2B social depends upon the idea that it’s “not about us, definitely about our content or our favorite brand; it’s about the experience which i can deliver for the end social media advertising user. We’re not going to tweet just for the sake of tweeting, or simply to maintain a schedule because we need to. If we tweet, it’s because there exists a purpose there, and we think this is valuable for the people who follow most of us. ”

Lee explained the goal wasn’t to decide on social relationships as brand for you to consumer or marketer to purchase, which is where many B2Bs collapse. Instead, Webtrends wanted to do social media advertising in a way that was fun, but still came business.

“If one lead with that human component, company comes with it, ” he said.

If you’re exploring social marketing for the lead gen, Lee said to hunt for the types of tools that are coming out on a paid side of the social trading platforms, “because everything they are doing is in fact pushing towards streamlining the user enjoy, not about making your content look more attractive. ”

2 . End up with Creative with Targeting

Brands can get creative with the information available to them in Twitter for B2B lead gen. “Lead Generation Pc cards are like Promoted Tweets on steroids, ” Lee said. “The best part when it comes to Lead Gen cards is that there exists no more landing page. ”


For this different campaign, Webtrends didn’t create any unfounded new assets for promotion, as opposed to, it took stock of what it just had and figured out whom are likely to most benefit from it through questions like Promoted Tweets, @username, hashtag, or keyword targeting.

Webtrends used Google’s keyword tool to build tailored keywords lists for this campaign. Some social team added a membrane of timeliness by connecting while using conversations occurring around real-time holidays such as conferences related to the topic the content was about.


3. Nurture, Nurture, Subsistence

Acquisition of leads is simply half the battle. Nurturing your leads through a custom email advertising and marketing campaign is what came next for Webtrends.

“This is the most costly part of the whole case study, ” Windschatten said.

What fit the stage for the success with the email nurture program, said Windschatten, was that the first touch with that take in Twitter was a positive it; it took very little effort for the patient to engage with the brand to receive a benefit.

“We were able to convey additional offers within a 24-hour part, and people were incredibly receptive, ” Lee said.

If someone downloaded a guide on email remarketing, for example , Webtrends would follow up with another infographic with new data information via email to accompany the content the user already had.

“We started measuring the billet rates and it was crazy. Some open rates were 200 per higher, the click-through rates are four times as high ~ and that’s compared to our best-performing marketing emails across our organization, ” Lee said.

Through a new approach to social, a little flexibility and taking advantage of the tools available to them by Twitter, the social team within Webtrends discovered Twitter to be a posible B2B lead gen platform.

“The ROI from Youtube was three times that from LinkedIn and Facebook, ” Lee explained. “And we used the same tools and same type of targeting. ”

For more information on how Webtrends tackled its B2B lead gen program through Twitter, check out the situation study.

SES London
Combining Paid, Owned and Earned Tv and radio stations
Feb. 10-13, 2014: This year’s SES London agenda focuses on moving paid, owned and earned papers to help you drive quality traffic or increase conversions.
Register ahead of time and save!
*Saver Rate ends Dec 13.


Leave a Reply

You must be logged in to post a comment.