By: Lora Kratchounova
One of the best parts of running a marketing consulting firm is the freedom I have to test new ways of connecting companies and their solutions with customers. Everyone at Scratch Marketing + Media has the charter to test new tools on the market and see how we can up our game and transform how we deliver results. When our ideas mesh with the tools offered by our clients – in this case Kitewheel – I call it a really great day. We recently harnessed Kitewheel’s novel customer journey technology for a test that achieved a 25% social conversion rate with one particular audience – marketing leaders in North America.
Why did we want to run this test? We hypothesized that leveraging smart social listening targeted at a segment of Twitter accounts would create audience engagement and interest in both Kitewheel and Scratch’s solutions and services.
Methodology
We identified the Twitter profiles of North American CMOs in the B2B and B2C spaces that would be best to engage with via Twitter outreach about how they can harness Kitewheel’s customer journey expertise and Scratch’s account-based marketing (ABM) knowledge. To verify that the identified profiles fit our ideal customer profile, we used third party tools (e.g. Full Contact) to determine company, revenue and employee size for each CMO’s company.
Next, we used the Kitewheel Hub to set up two listening streams – one for CMOs in the B2C space and one for CMOs in B2B industries. The listening streams monitored for specific mentions of topics related to customer journey marketing (e.g. customer experience, personalization, etc.), or account-based marketing (ABM or account-based selling). We then culled out tweets that mapped to our initial keyword set. This allowed us to build and automate rules for engagement based on a quick analysis of the topics CMOs were already tweeting about. Then, we developed posts aimed to solicit – and automatically track – further interest from the targeted CMOs in Kitewheel and Scratch assets:
The results
The test was a success! We saw a 20% and 25% conversion rate on the ABM and customer journey tracks, respectively. A conversion is defined in this example as a CMO downloading the asset from Kitewheel that we tweeted at them using the automated engagement streams. The tracking itself? It was a piece of cake, as you can see from this example KPI report from the Kitewheel Hub:
Why this test matters for B2C and B2B marketers
This test proves big returns exist for marketers who embrace individualized customer journey marketing tactics. It is a harbinger of how marketing is supposed to work – seamless, across channels and offering interactions of value across each touchpoint. As the recent analysis from Kitewheel based on over 2 billion customer journey interactions over the last 3 years shows – the brands who will flourish in the always-on age are the ones that are customer experience focused. This is most evidenced by the fact that “growth” – or loyalty – use cases account for over 75% of interactions tracked by the report, meaning that brands are most focused on engaging with and servicing existing customers.
If you’re interested in making this test a reality for your brand, contact my team at Scratch to kickstart your ABM program. Interested in learning how Kitewheel can help you create a seamless, omni-channel customer experience? They’d love to hear from you.
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