In late June, Socedo rolled out our Enhanced Data Export. With a few clicks of the mouse, you can export up to 50 data points per lead, such as Twitter handle, bio, location, company size, engagement level, and even email address. The feature allows you to download the specific data points you find most useful, then upload leads into your CRM system, or you can sync directly with leading marketing automation systems.
With all that information, you can customize your follow-up campaigns with a higher chance of converting leads. In fact, one of our clients saw their open rate double, and click-through rate increase by 500% on an email sent to contacts obtained through Socedo. Sounds too good to be true, right? But higher engagement rates can be expected when you know you’re emailing people who have an active interest in your brand. Here’s how our friends at GoAnimate did it.
GoAnimate provides an online platform that enables businesses to create professional animated videos using simple, drag-and-drop tools. GoAnimate has seen escalating success in the B2B market, prompting them to focus their target market on that audience. That’s where Socedo came in.
To start, GoAnimate set their search criteria using bio keywords and conversational keywords. Once leads were discovered and approved, Socedo enabled the GoAnimate team to follow and message them. In fact, Socedo brought GoAnimate higher quality business leads than they received with other methods.
GoAnimate scores MQLs based on demographics, behavior, job titles, and social activity – how they interact with GoAnimate’s content, and their activity level during their free trial. Engagement was tracked in Socedo and provided in the enhanced data export, where GoAnimate tracked which leads followed back or responded to their DMs. This in turn helped GoAnimate know which leads were MQLs or SQLs, and how to contact them. GoAnimate then synced the Socedo enhanced data into HubSpot for nurture and retargeting campaigns.
Now this is where the fun begins! Once leads were uploaded to HubSpot and scored, GoAnimate could move forward. Because Socedo allows them to set their own search criteria, the leads they received were higher quality. In a preliminary export, 81% of the leads that were uploaded were identified as MQLs.
And the fun continued. Not only has the percentage of MQLs been impressive, but the engagement on their email campaigns dramatically increased as well. Because the leads from Socedo are pre-filtered to GoAnimate’s target market, their email open rate doubled. But, more importantly, their click-through rate for one email was 500% over their average rate. Now that’s engagement.
Since their first few email address exports, GoAnimate has learned a lot about their customer buying journey. They learned that just focusing on targeting customers based on demographics created a slow conversion process. However, because they can now export detailed data on their online engagements with leads, they know more about how leads prefer to communicate with their brand. By tying together their social engagement and demographics, GoAnimate was able to create a more efficient conversion path.
GoAnimate continues to use our enhanced data export to nurture valuable leads, and you can too. When you start with Socedo, you get on a lead’s radar through a progression of a light to heavy touch. Then, you can see which leads responded to your DM, clicked on your link, and ultimately converted. If a lead doesn’t convert, you can have that data in your data export. By syncing data about your engaged leads through Socedo into your marketing automation or CRM system, you can close the loop with your leads. Armed with that information, you can decide how to target or nurture them to become customers. Give it a shot: see for yourself how Socedo can help you convert high quality leads.