[Twitter's Official #B2B Case Study] How Optify’s Uses Twitter Ads to Drive Leads

[Twitter's Official #B2B Case Study] How Optify’s Uses Twitter Ads to Drive Leads:from B2B Marketing and Lead Generation | Optify by Jennifer Wong

Optify uses Promoted Tweets to Increase Twitter generated leads by over 700%

Twitter’s case study on @Optify’s success using Twitter Ads published today on their case studies page. [Thanks to the awesome team I work with at Twitter - Sebastian and Liza]
I wanted to share more background of the goals we set and tactics we executed to integrate Twitter Ads successfully in our integrated marketing program.

Congrats @optify! “Optify uses Promoted Tweets to increase Twitter generated leads by over 700%” business.twitter.com/en/optimize/ca… cc @jenerationy #B2B
— Sebastian Turner (@shpturner) August 22, 2012

Our primary goals with Twitter’s Promoted Products were to establish Optify as a thought-leader with our target audience on Twitter and to increase Optify’s brand visibility.
Our secondary goals were to generate more leads using Twitter and by generating ROI positive opportunities for the sales team.
We decided to use Twitter Promoted Products to syndicate Optify’s unique and original content in conjunction with Optify’s Twitter for Business application to have visibility into a full-circle closed-loop tracking of our Twitter activity. By doing so, we were able to track, measure and analyze our performance on Twitter and what Twitter Promoted Products contributed to the overall results.
Our plan to achieve the goals and objectives above was broken down into a few elements:

Thought leadership

• Tweet our most-read, commented, shared content from Optify’s B2B Lead Generation Blog
• Create connections with other must follow marketers on Twitter
• Write and share our experience with Twitter Ads
• Share top industry news with our own Twitter followers
• Write and publish a Twitter for B2B guide and share it on Twitter

Leads

• Include call-to-actions in Tweets, with a required form for users to fill out
• Monitor effectiveness of campaign and compare lead-driven campaigns to generic campaigns
• Check which organic search terms are driving the highest quality visitors to our site and to determine our targeting criteria
• Monitor Twitter activity on a daily basis and optimize campaigns to achieve highest performance levels
• Implement a “Struck-while-it’s-hot” process to reach out immediately to users who mention Optify’s brand name or any of our targeted keywords
• Close the loop by Tweeting relevant follow up content to users who downloaded our content from Twitter

Opportunities

• Track which Twitter campaigns drove the most opportunities and optimize for those campaigns
• Analyze which Tweet drove opportunities (using Optify) and use similar elements (content, call to action, distribution, targeting) to optimize future campaigns

In order to implement and track our Twitter campaigns, I use Optify’s Twitter for Business application and tag each Tweet to a unique campaign allowing me to tie a specific tweet to a visitor, lead, opportunity and a closed deal. Optify’s out-of-the-box visitor tracking and analytics reporting in conjunction with Twitter’s campaign analytics allows me to cross reference high-engaging Tweets (as measured by impressions, replies, re-tweets, favorite and follows) with the Tweets that drove the most website engagement (as measure by visits, pageviews, conversion rate and time on site).


The visibility that Optify and Twitter offers for our Twitter campaigns allows me to optimize each campaign (and individual Tweet) to achieve the highest ROI.
Visit Twitter’s case study page to read about the results and success we’ve seen by integrating Twitter Ads into our multi-channel marketing program.
Follow @optify on Twitter here.
Follow me on Twitter here.