Founded in 2013, Pendo is a software-as-a-service solution that captures in-app customer behavior and usage data, allowing businesses to optimize their products, personalize the app experience, and increase customer engagement. Pendo’s customers include product managers, designers, and user experience teams.
Ready to launch the beta version of its app, Pendo needed a way to start initial engagement with prospective customers, build interest around its product, and drive demo sign-ups. Pendo also needed a solution that would be simple to implement with their team, as well as scalable to match their rapid growth.
Recognizing that their customer base was active on social media, Pendo needed an easy way to search for their target audience through such a large channel and automate as much as the engagement process as possible. They also had to make sure that prospective customers made their way to the Pendo homepage and were ready to sign up for a free trial.
Pendo turned to Socedo for a scalable social media lead generation solution. Socedo worked with Pendo to set up keywords in their search criteria to help them find their ideal buyer persona and optimize their engagement process. Within a few days, Pendo’s new social lead generation strategy was up and running at full speed.
Pendo uses a customized direct message that takes users to a tweet with a link to the Pendo homepage. In their messaging, Pendo has capitalized on the fact that it’s a new solution. By presenting their product demo as a chance to try a new product and give feedback, customers have been excited to leave their thoughts on Twitter, replying directly to the tweet. Now, before new leads even visit the landing page, they’ve already seen a stream of positive customer testimonials. One enthusiastic client called Pendo “the one I’ve been waiting for!” Customers are also leaving their contact info for immediate follow-up.
Pendo made social marketing and sales a priority at the launch of the company. By utilizing Socedo, Pendo was able to streamline its social efforts and processes leading to the creation of a cost efficient marketing channel. In fact, on a cost per lead basis, social has been a better medium than Google Adwords for Pendo. Socedo continues to be critical to Pendo’s customer acquisition process, generating leads, driving sign-ups on their homepage, and filling their sales funnel with engaged customers.
“Socedo helped jumpstart our social efforts and drive early followers, and we’ve enjoyed a lower cost per lead with Socedo than any of our other online channels.” -Eric Boduch, Co-Founder