Pro Case Study: Frost & Sullivan Lead GenerationIn this brief interview Jake Wengroff, the Global Director of Social Media at Frost &Sullivanshares the results of the first seven months of using a custom branded Channelfor lead generation. With over a 50x ROI, this is an example any professional servicesfirm should aspire towards.Why Did Frost & Sullivan Upgrade to SlideShare Pro? We wanted more from SlideShare. It was doing wonders from the brand and engagement perspective. It made our content accessible to audiences we wouldn’t reach through traditional channels, so we saw the potential for social distribution of content. We were aware for the Pro services as they have evolved. Before SlideShare created Pro, you could do lead capture and pay on a cost-per-lead basis. When we first tested it, we blew through our budget in two days. I was shocked. Taking a look at the leads that were captured I was sold. And then we took advantage of lead capture through a custom brandedChannel.What Are The Business Results?For the past seven months, we’ve sold over $125,000 from leads generated through a $299 permonth investment in a customized Pro Platinum account. 3,233 leads were generated and 1,335of the leads were qualified according to internal criteria. That’s quite an ROI for social media.
How Did You Build Support for Going Pro?In the next few months we had to build the business case in the organization, eventually leadingto sign-off by the Global President of Frost & Sullivan. The business case was how it’s going todrive revenue. Not some ephemeral social goal.It took time to get other groups like corp communications and regional marketing peoplearound the world on board. The eighteen people are in hybrid roles as regional directors and incorporate communications who help assemble and distribute content. There was a largevariance of content based on what should be shared and not. We needed to explain what wewere doing with SlideShare, how it complimented how they traditionally worked and what theyneed to think about.What was new was sharing content more openly than before, and understanding how sharing alittle more got a lot back in the form of business leads. We used same content guidelines thatalready existed. It’s all previously presented content, so it was publicly distributed, but neverpublished before. Now the 18 people across the world know it’s part of the process to publish onSlideShare.How Did You Make SlideShare Operational?The biggest learning was making it relevant to our existing business systems. Namelyestablishing a process for getting the leads into our CRM system and having a team processthem. This then meant that qualifying reps needed to know about SlideShare to understandwhere the leads came from and how to value them. When we did this, we made SlideShareoperational — and effectively aligned it with existing processes to grow revenue.One of the first leads was an existing client. The account manager wasn’t that happy at first, asthey expect their customers to always go directly to them or through the corporate website. Butcustomers and prospects often go to the web first and discover things on SlideShare. Thecustomer expressed high purchase intent through the lead and later made the additionalpurchase.
What Can You Tell Us About Your Content Strategy?As I already noted, the first step was auditing existing content and publishing processes. Anddetermining which content can be shared openly with lead form optional, or form gated.You can’t have an effort to produce content for only one end-point. Content can’t sit in oneplace. I don’t have the bandwidth to create content just for on SlideShare, or any other channel.We put some client content on our Channel as well, passing metrics and leads to them. It’sanother outpost for them. IBM, Sprint and others. For some of them, our contacts hadn’t heardof SlideShare. Some like it just because its social media, some skeptical because they had a lowvolume of content for it, but they all got how it could generate leads and engagement under ourbrand. They want our Channel to not just be a marketing or ad channel for client and we have touse editorial judgment to keep it that way.What Is Your Biggest Takeaway Thus far?The people you work for don’t care about driving Facebook Likes or Twitter Followers — youhave to show how it affects the bottom line. When you show how this integrates with yourexisting systems and processes that have been there for years, you will be the hero. Sure we havemore engagement, but the ability to monetize that engagement has really helped me. That iswhat SlideShare has allowed me to do.by ROSS on AUGUST 18, 2011