Lured in by Social Media: An Unofficial B2B Case Study
A lot of folks have been asking for B2B case studies showing social media at work, especially for smaller companies. I recently found a vendor via a complete social media experience—no direct marketing from this company at all―and I wanted to share it with you.
This will be a blind case study in the beginning, but all will be revealed at the end…for a reason.
About four weeks ago I was tweaking my LinkedIn account to find [tip: cool tool] and join some additional groups and do some more networking. And that’s when it happened. A particular group kept popping up on the LinkedIn profiles of marketers that I was checking out. Being the curious person that I am, I went to investigate.
And here’s what unfolded:
- I did a LinkedIn group search and found the group
- I then did a search for the group on Google
- The group search led me to find the company’s website
- While on the company’s site, I used a free website tool and downloaded a white paper
- The phone rang within 20 minutes of downloading the paper (I hated this part! But was glad, in retrospect, that I gave them my name and not Mickey Mouse.)
- I had a good 45 minute conversation about…social media. Yep, that’s right! There was a little bit of discussion about their website, the tool, their offerings, etc. but most was about social media, implementing it, how it’s changing marketing. (I loved this part! Even though I knew they are a marketing a social media application)
- I had never heard of this company so I went to the MarketingProfs Know-how Exchange forum to further investigate and to see if anyone else had. I had a hunch, however, that the answers I received were from the company’s marketers (give them a read, you be the judge), but none-the-less I was still curious.
- I then hopped over to Twitter to see if anyone over there had heard of the company, but it was radio silence. But, coincidently, there just happened to be a bunch of timely tweets appearing about this company and its new free tool that they released. And how the company “listened” (via Twitter) to a tweet and actually implemented the suggestions made on the tweeter’s blog. Now that got my attention!
- I then signed up for the company’s webinar. I wish I remember where I saw the promo for the webinar, but I can positively say, I don’t think it was an invitation from the company.
- Finally, after feeling that I did enough investigation, got a sense of what they could achieve for me [because it obviously works for them, in my experience] I signed on with this company for their services.
Cool right? A customer in only 10 social media steps. But here’s a caveat to consider…what if I wasn’t a curious person? The whole social media experience would have ended with me adding the LinkedIn group and that would have been it (at least for now). But being a marketer interested in social media and this company’s services, I wanted to follow the bread crumb trail and see where it would lead me.
So my questions are: How would you help your target audience along to participate in social media with you? How do you peak their curiosity if they are not naturally curious? Does it take a case study like this to convince marketers, and their company, that social media does work ‘in real life?’
And finally, because I really want to see if they are on their social media game and if they are listening, here’s the company name Hubspot. I’ll know for sure if they leave a comment.
Disclaimer: This is in no way a promotion for this company. If they don’t deliver, they and you will be the first to hear it from me…and that’s the beauty of social media.
Photo Credit: StockXpert
14 Responses to “Lured in by Social Media: An Unofficial B2B Case Study”
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Great post, Beth.
It’s great to hear stories like this to really show the power of social media. You definitely get it, but a lot of marketers are just so new to this space and it really helps to see the whole process to see how social media can play a key role in a marketer’s life.
I certainly could have waited to get the Google alert for your post (ahem… I do work at HubSpot…), but instead I followed your tweet – glad I did!
Ellie
Greetings,
First off, a disclaimer, I’m one of the founders of HubSpot.
I’ve been watching your engagement of social media and asking questions about HubSpot for several weeks (you popped up on my social media radar several times). It’s great to see people use social media for due diligence and learning more about a company.
Regarding your question in the blog post: What happens when potential customers don’t end up buying? I think the answer is: that’s fine. The idea behind social media for business is to build a relationship over time with people that might benefit from your products and services. It’s ok if they just read your blog, perhaps leave a comment, perhaps join your community, perhaps add you to their Twitter friends, perhaps watch a webinar, etc. I’m happy when people do just one of these things. I consider this a “success” even if the person doesn’t buy.
The tricky part is letting folks that are curious engage the community and ask questions — and finding the balance between being alert and responsive vs. obtrusive and overbearing.
In any case, social media is still first about relationships and then (maybe) about results.
“The idea behind social media for business is to build a relationship over time with people that might benefit from your products and services.” Dharmesh, that’s one of the most succinct explanations I’ve heard, and it’s great to see it coming from a business using social media for B2B. I don’t even know what Hubspot is, but because of Beth’s post and your response, I have a good impression of the company.
@DharmeshShah, I appreciate you taking the time to read my post and comment. But what I appreciate even more is the fact that you saw me on your social media radar and never once interrupted me or my progress to learn more about your company. That alone is a testament that social media works when companies refrain from being completely ‘interruptive’ in their marketing practices. There is such immense value in just sitting back, watching and listening.
What I was asking is what if people aren’t *curious enough* for the social media cycle to come full circle. Marketers still aren’t engaging in social media either as a tool for themselves or for their companies—mainly because it is still new to them or they don’t have, what they perceive is, enough time. How would you, Hubspot, help them along if you find they are stalled? Is it okay to step in to give a hand? I think that’s where we’ll find that the balance of inbound and outbound marketing comes into play.
@elliemirman, thanks for not waiting for the Google Alert and following my Tweet! I am looking forward to seeing how social media will change marketers and their behavior—including my own. I think my *unofficial* case study is not only an example of how social media can work…but it also illustrates, as Dharmesh pointed out, it’s an important tool for marketers to complete their due diligence when selecting vendors. See you on Twitter!
@conniereece, what initially impressed me about Hubspot was the initial conversation I had with one of their folks. It’s amazing to speak to someone, who is obviously in sales, about social media, books, theories (The Long Tail) and have them actually engage you with questions/answers that aren’t a setup just to speak about their product and/or service. I wish all sales folks could understand the benefits of social media and the opportunity it brings to build relationships—before asking for the PO.
Awesome post! It’s very cool to hear the steps you followed, because sometimes it is hard to track this from our side.
I just want to clarify that the responses to your question on Marketing Profs were NOT from HubSpot employees. Anyone at HubSpot who posts something in support of our company under a fake name will be dealt with very harshly.
We did email a couple customers and asked them if they would be interested in answering your question. We did not tell them what to say and they were free to answer or not answer and say whatever they want. But we wanted to help you get opinions from the people you were trying to reach with your question.
I actually saw your question (I am pretty active in the Marketing Profs forums under mvolpe70) but specifically did not answer because you did not want my opinion. Though it was tough to resist..
Mike Volpe
VP Marketing
HubSpot
@mikevolpe, just one question..very harshly as in “off with their marketing heads!??” Kidding. I think the folks at Hubspot are teaching us all a real-world lesson in restraint and listening, which, as you know, doesn’t always come easily for us marketers. I like the fact that you asked customers to respond. That is the ‘nudge’ that marketers can use when a trail goes cold or the curiosity ends. Glad to have connected the dots for you.
Fascinating post, Beth. It is really fun to see social media at work.
I am actually the Internet Marketing Consultant (at HubSpot) assigned to your account. Your disclaimer has me feeling the pressure and I look forward to meeting your challenge.
I’d love to connect and get started implementing our inbound marketing methodology. I’m ready when you are.
@ccoyne, thanks for checking in! Glad we touched base today looking forward to kicking it off!
Great play-by-play Beth. Love it, and not just because I’m a fan of Hubspot.
p.s. I guess that shows that Hubspot is on their game… how many comments was THAT? ; )
@AnnHandley, Hubspot has good really big ears to listen well with!
It’s been great getting to know them.
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