Social Media B2B

Kirsten Watson, Director, Corporate Marketing of Kinaxis presented a case study of their online community at the Marketing Profs B2B Forum. This video is a summary of the presentation, which was part of a session featuring four case studies moderated by CK.

Goals

• Double web traffic
• Double conversions (leads)
• Foster a greater awareness of the company’s supply-chain management solutions

Strategy

• Find out where the audience hangs out
• Get involved in key online locations
• Drive interest from there to the Kinaxis Web properties by adding value (not selling )through the creation of a highly engaging, content-rich “home” for supply chain experts to LEARN, LAUGH, SHARE and CONNECT.

Results
Traffic:

• 2.7X increase in traffic to Kinaxis.com
• 3.2X increase in conversions (leads)
• 5.3X increase in traffic to the blog/community

Community:

• 6X increase in registered community members
• Over 2,300 registered members (35% increase since Jan. 2010)

Revenues:

• Double-digit subscription growth (paid users of SaaSproduct RapidResponse), topping 30,000 users and counting

Here is a recent article from Fast Company that goes into more detail about this social media program.

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