Justworks is an easy and affordable platform for businesses to manage payroll and benefits for their employees, freeing them to invest their time in what matters: growing their business.
Andrew Froning works in business development at Justworks and has been using Twitter for a while to connect with his target audience. Even though he gained a couple of good interactions while working Twitter manually, he heard that Socedo could be an opportunity to scale his efforts.
“One of our biggest wins here in Sales in 2015 was sourced from a Socedo lead,” said Andrew.
Capturing Top-Funnel Value
Andrew already knew that he could engage with his audience–entrepreneurs and HR managers at startup companies–on social. He creates scalable interactions with these business owners using social automation tools like Tweetdeck and Buffer.
To tap into all this potential, Andrew turned to Socedo to capture the value of social interactions. With his audience and engagement rates increasing, he uses Socedo to automatically message qualified entrepreneurs and begin the sales conversation.
Even though Andrew has had some great discussions with potential customers through DMs, he discovers the real value from these interactions during the follow up and nurture strategy.
Using Socedo’s Data Export feature, every engaged entrepreneur Andrew interacts with on Twitter syncs directly into his Salesforce instance, supplemented with profile information, company data, and email addresses. From there, he uses Cirrus Insight to manage and automate his emails, based on the lead data Socedo keeps updated in Salesforce records.
When reaching out to a new contact, Andrew’s first email references their recent Twitter interaction. This places his outreach in a relational context, and it’s the best way to ensure continued contact with the individual.
He can then place each person into relevant email cadences, track lead scores for the best opportunities, and reach out directly when it’s time to close the deal.
Andrew has been a Socedo customer for over a year, filling Justworks’ sales pipeline with qualified, engaged contacts and closing one of the biggest wins of the past year on an entrepreneur sourced from social. He also realizes that he has just scratched the surface of Socedo’s potential.
Another win is that using Socedo has helped Andrew build his personal brand in the New York tech startup world.
“I was at a conference and an individual I had interacted with via Socedo actually picked me out of a crowd,” Andrew said. “Needless to say, selfies were taken and posted on Twitter!”
Andrew is looking forward to dedicating more time to further utilize the many functions Socedo has to offer for Justworks. But Socedo has already provided a way to capture value from top-funnel social interactions. See for yourself by testing out a free trial.