In this case study, we'll discuss how a leading IT systems and services provider, was able to increase the performance of their existing Marketo instance using the Oktopost integration. With the added data, they were able to better score and nurture their leads, which led to leads moving to sales faster.

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Case Study
The company’s biggest challenge
was to obtain actionable data from
social media that would not be siloed
from existing marketing programs,
enabling them to create a closed
loop marketing strategy.
Challenge Solution Results
Having previously used tools and platforms not designed for B2B marketing, the company was keen on finding
a platform that could be used to leverage their existing marketing resources, provide analytics that would allow
them to measure the success of their social campaigns, and most importantly integrate with their existing
marketing technology stack.
A leading IT systems and services provider,
uses Oktopost to integrate social media
campaigns and analytics into Marketo, their
existing marketing automation platform.
Like many B2B companies, the marketing
department was using Marketo for marketing
automation. While Marketo is excellent at providing
a scalable marketing experience, the social media
management capabilities are severely lacking. The
company was facing two major challenges with
social.
Lead Activity
All lead activity not happening on their website was
invisible to Marketo. Content curation was a big part
of their marketing strategy, but none of the data
generated by these campaigns were available to
Marketo.
Marketo RTP
Anonymous leads active on social generate a
marketable footprint, that is invisible to Marketo.
Data their leads were generating with social
interactions, could have helped paint an actionable
picture for RTP, but was simply unusable, making
their RTP less effective.
For the first time, this leading IT Systems provider has
actual data, such as clicks, conversions, engagement
and real ROI, they can use to prove how social media
enhances the performance of their marketing
campaigns. By providing actionable data on leads
created through social directly to their sales teams they
are able to move the nurturing process forward
seamlessly.
Not only can they prove the value of their social media
program, with the new analytics they are able to design
new strategies moving forward. Now that social can be
proven as an effective way to support other initiatives,
it can earn the time and budget investment necessary
to create social-focused strategies. They have already
began to increase their Marketo integration and
nurture their leads specifically based on the social
media lead sources and engagement.
The company selected Oktopost because of the deep
Marketo integration. With multiple new data points
Oktopost is able to provide Marketo, the marketing
department’s first point of action was to get a better
understanding of their prospects social journeys and
figure out how all this new data could improve their
marketing programs.
Custom Activities
The company had recently produced a series of
lectures on YouTube covering a range of subjects,
and created multiple campaigns supporting them.
Using the Custom Activities, the company was able
to trigger programs in Marketo even if the prospects
went from Twitter directly to YouTube without
visiting their website.
Full Social Journey and Attribution
In addition to the many data points Oktopost was
now pushing into their Marketo instance, the
company also used the platform to understand the
lead’s full social journey. Prior to using Oktopost, the
company would see many leads referred from
Google. However, after the implementation, they
were able to see the social activity prior to the
conversion. Closing the loop from a LinkedIn post to
a WSJ.com article and finally back to the company
blog and conversion.
Social Click Data
Each social click provides at least 15 different data
points that the marketing department was then
able to use for a better segmentation and scoring
in Marketo. Understanding the topics that the
prospect was interested in, enabled the marketing
team to provide the most relevant content at the
right time.
Key Takeaways
Immediately after implementing Oktopost, the
company saw a big increase, in the value of
their existing Marketo programs, and the kind
of programs they were able to create. With
real metrics such as clicks, conversions,
engagement and real ROI, the marketing team
can understand where their leads were
coming from and what content is driving them
through the funnel.
They added value to their RTP by being able
to personalize for anonymous leads. In
addition to the enhanced lead segmentation
capabilities, which led to more accurate
nurturing campaigns, and better lead scoring
capabilities that pushed hot leads to the sales
team faster. All indicate a clear win for social
media as part of their marketing strategy.
The company already has plan to
increase their social media
marketing budget and implement
an employee advocacy program
to compliment the social strategy.
CRM
SOCIAL
MEDIA
MARKETING
AUTOMATION