Since the iPad rollout in 2010, Fatstax has been helping companies create customized sales applications for mobile devices. Fatstax’ mobile sales tools and training apps empowers sales people in the field to quickly access product information, pricing and other collateral on-the-go.
Rusty Bishop, co-founder of Fatstax, uses Socedo to build up a relevant and engaged audience of sales and marketing professionals on Twitter. These professionals gain initial awareness of Fatstax through Socedo. From there, they do their research by checking out the content Fatstax provides on its website. From there, some of them sign up for a free demo and a portion of them become customers.
Fatstax’s marketing strategy
At the top of the funnel, Fatstax is using a variety of channels, including display advertising, blog posts, social media, and more to drive interest and demand for their products. Because Fatstax’s products are fairly sophisticated, Fatstax uses content to engage and qualify prospects. At this point, Fatstax has a significant library of resources dedicated to teaching business professionals on how to leverage mobile tools, such as the iPad, to shorten sales cycle and increase sales.
Initial discovery of Socedo
Last summer, Rusty was looking for effective ways to fill the top of his marketing funnel and get more quality leads. He initially heard about Socedo from a consultant he worked with, who told him that Socedo can help B2B businesses discover and engage with people through Twitter at scale. Rusty decided to test Socedo to see how it performs in getting people on Twitter to engage with Fatstax’s content resources.
Fatstax’s use cases for Socedo
Rusty (@jrustybishop) was not a Twitter user at all before Socedo, but he decided to give Socedo a try. Rusty’s initial goal was to see if Socedo can help him increase brand awareness of Fatstax amongst his target buyers – account executives (sales people) and the content marketers who create sales collateral on behalf of their sales team.
Recognizing that social media is a medium for building relationships, Rusty decided to use Socedo to provide his target buyers with some help. Knowing that sales people and content marketers are incredibly busy people who are under pressure to get stuff done, he chose to use Socedo’s direct message feature to send them tips on how to improve their productivity. For example, Rusty sent the account executives an article on Fatstax’ blog that discussed how one can use text messaging to set appointments. This was a good productivity hack for busy sales people. This direct message received 33 responses and 67 clicks in just a little over a month.
Once these sales and marketing professionals are aware of Fatstax through the initial content that Rusty sent, they do their research by checking out the content Fatstax provides on its website. Those who share their contact info in exchange for gated content goes into nurture campaigns Fatstax has set up through their marketing automation software – Hubspot. From there, some of them sign up for a free demo and a portion of them become customers.
Thanks in part to Socedo, Twitter is now the second largest acquisition channel for Fatstax web traffic after organic search.
In addition, Fatstax just had its first major deal attributed to someone who first engaged with the Fatstax through Socedo. In this case, a Socedo prospect received a sales article Fatstax sent in a direct message, forwarded the article to his marketing colleague. His marketing colleague visited Fatstax’ website and filled out a demo request. 19 days later, this contact became a new customer.
Last but not least, Rusty was able to able to grow his own Twitter following in a short amount of time. His follower count grew from 1500 to 6738 (as of April 25th) in 4 months.
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