Many of our customers use Socedo to promote their content to prospects. However, you may not have realized that there are other effective ways to use Socedo to create demand.
We understand that as a B2B marketer you need quality content to attract the attention and earn the trust of your customers. But producing content takes time and effort. It can feel particularly challenging for startups who lack budget and manpower. Many marketers have asked us: “if I don’t have any content to promote, can I still use Socedo?”
With this challenge in mind, we want to share a few tips on how you can increase your pipeline now, even if you have no content to promote.
The key here is to take advantage of all the data Socedo can provide about your prospects.
Socedo enables you to gain contact information from net new leads before they’ve ever filled out a form on your website (in exchange for content). Once you approve some prospects and kick off an engagement workflow, our social discovery engine pulls these prospects’ Twitter handles, matches them to their LinkedIn URLs and stores this data in our system. When you choose to export these contacts and sync them to your CRM or marketing automation system, Socedo appends additional data to these contacts, including profile data from LinkedIn, company data, email addresses and phone numbers.
Below are a few suggestions on what you can do with this rich audience data, based on our experience working with customers.
Prioritize your outreach by company data
Now that you have the company info of your prospects, you can identify the subset of people who would be a good fit for your product or service based on their company’s industry, size, and the person’s job title.
From there, you can send this group of people a simple email to ask them if they’d like to learn more about your products and service (make sure to personalize each message).
Once a prospect agrees to connect, you can then set up an intro call to the sales conversation. This approach is a quick way to build up a pipeline of qualified leads.
For a real example of a business that took this approach, take a look at our case study on Rybbon.
Prioritize your outreach by prospects’ social activities
Socedo can track the social activities of ALL leads in your database, allowing you to use this social activities history data to prioritize your engagements with prospects and make your emails more relevant. Socedo can show you the leads in your database who have engaged with you on Twitter. You can reach out to those leads via Twitter to nurture them, saving their inbox for more important communications. From Socedo’s own marketing experience, when we send out an introductory email to people after first making a connection on Twitter, we see an average open rate of 44% and click through rate of 6%. That’s much higher rates than the software industry averages (21.27% open and 2.32% click through).
Justworks, a company that delivers a SaaS platform for businesses to manage payroll and benefits, took this approach. Justworks uses Socedo’s direct messaging feature to start sales conversations with qualified prospects and entrepreneurs. With each person that responds to their DMs, they sync every contact into their Salesforce instance, supplemented with profile information, company data and email addresses. From there, Justworks’ Business Development Lead – Andrew – places each person into relevant email cadences and sends out an email referencing their recent Twitter interaction. This places his outreach in a relevant context, and helps ensure continued contact with the individual. Andrew then tracks lead scores for the best opportunities, and reaches out directly when it’s time to close the deal.
We hope these suggestions helps you generate more ideas on how you might use the contact info provided by Socedo in your demand gen campaigns. Please reach out to us if you have any questions.