Mixing Social Media and B2B Causes No Hangovers!

Background

Our client offers cutting-edge enterprise storage and High Performance Computing (HPC) solutions. They had been using traditional outbound marketing channels like email marketing and events for lead generation, but the cost of acquisition was high. Tangence suggested that the client create an inbound-marketing program that would bring additional interested prospects to them. After all, you know your party is going to be successful, if you don’t need to send invitations anymore?

The Solution

Tangence chose Search and Social Media Optimization as the key ingredients for an Inbound-Marketing mixer. Tangence created a customized program that promoted proprietary and third-party content on behalf of the client across the web and multiple social media channels (Twitter, Facebook, LinkedIn, YouTube, and more). The bet was that by positioning the client as a HPC thought leader and by rapidly expanding its social media audience, we could get the right people to come to the company.

The Result

The campaign succeeded beyond everyone’s expectations. Although, our client addresses a very sophisticated and niche technology buyer, the program has delivered over 150 targeted leads and counting. The bonus is that the social community developed by Tangence for our client provides a ready-made audience for testing new ideas and soliciting feedback.

"Tangence’s SMO program actually showed that social media can deliver results for even extremely technical companies. Thank you Tangence for developing our social community and delivering targeted leads. We look forward to see our brand presence grow even stronger with Tangence."

- Director, Marketing