TopRank Marketing

Challenge

A top enterprise software company known for its Unified-CXM platform, sought a marketing team that could help it expand its customer base beyond large established brands to smaller enterprise social media teams. While this brand's out-of-the-box Social Self-Serve Plan met these standards, competitors had already gained a foothold in the social space, presenting the challenge of gaining traction with these new audiences.

Analysis & Insight: 

Product launches must inspire and deliver a clear value proposition, especially in today’s technological landscape where nearly every product is heralded as the next big thing. In the already crowded social media management space, we recognized that this brand needed more than hype for its Self-Service Social Plan. They required authentic voices to educate their audience, build credibility, and humanize the brand—all through engaging, visually compelling content.  
 

Strategy: 

With a goal of elevating key social KPIs such as reach and engagement, while driving product trials and increasing virtual attendance for the brand's Social Self-Serve Plan events, TopRank Marketing was engaged to launch a B2B social influencer program. The campaign was headlined by a documentary-style masterclass featuring prominent social media influencers.

Leveraging existing relationships and industry credibility, TopRank Marketing guided the brand through the influencer selection process, securing powerhouse thought leaders Jay Baer, Ann Handley, Mari Smith and Paul Roetzer to lead a cast that included internal experts and customers from the brand who would be key for adding relevant insights.

With a lineup of star-studded influencers secured, TopRank Marketing and the client hosted a virtual briefing and provided a detailed overview of the schedule, answering key questions and setting expectations for the upcoming event. Following the briefing, TopRank worked closely with each influencer to coordinate their live in-person shoots, while the client's team led video production and creative design efforts to ensure a seamless and impactful experience.

On Social Media Day this fully integrated program brought together influencers, the brand, customers, and employees to amplify event messaging cohesively across all social channels,. Following launch, the theatrical run of documentary episodes were extended to give them a chance to gain traction via word of mouth and additional social promotion.

No documentary would be complete without extra features. To add a touch of humanization and give audiences a behind-the-scenes look, influencers allowed the client to promote a blooper video on brand owned social channels.
 

Results: 

The client's social influencer campaign showcased the impact of B2B influencer marketing on a global scale, reaching over 5,000 event registrations from audiences in North America, EU, Asia-Pacific and the Middle East.

Thoughtful, data-driven promotion of the marquee social event provided high-impact results, as a combination of organic and paid messages reached over 23.4 million people and drove nearly 100,000 engagements. Targeted outreach was equally powerful, exceeding their benchmark in accounts reached and Marketing Qualified Leads, which ultimately contributed to significant new Annual Recurring Revenue.

Celebrated internally as the client's “Campaign of the Year,” the success of the campaign earned a Content Marketing Award from the Content Marketing Institute for Best Use of Influencer Marketing.