Social Media B2B

Mike Travis, founder and CEO of Equation Research, presented a case study of how he used social media to crowdsource a marketing trends survey. This video is a recap of his presentation at the Marketing Profs B2B Forum, which was part of a session featuring four case studies moderated by CK.

Goal of the Campaign:

• Increase brand presence in the B2B space.
• Position the business as a truly different kind of market research company with a unique approach.
• Grow a permission-based network of sales prospects.

Strategies for the Campaign:

• Engage the audience through an innovative approach of crowdsourcing.
• Focus on one program that was first-of-its-kind in its industry and among its target audiences.
• Designing and developing a research study that was 100% by marketers and for marketers.

Results:

• Earned media exposures across popular marketing publications and blogs.
• 200% increase in website traffic.
• Five-fold increase in amount of leads generatedover all other marketing programs to date, with 400 new prospects that opted-in to be contacted by Equation in the future.

Jeffrey L. Cohen is the Managing Editor of SocialMediaB2B.com. Follow Jeff on Twitter at @jeffreylcohen.