tom martin case study

For B2B Social Marketing ProfessionalsTom Martin Customer Case Study

A Social Media Epiphany

Tom Martin, author of The Invisible Sale, decided to use Oktopost to promote his book via social marketing

While tracking the analytics of his social campaigns, Tom made an astounding discovery...

Tom Martin: Professional Background

• Over 20 years of experience in the advertising business, helping clients turn conversations into sales

• Globally recognized speaker and blogger

• Founder of Converse Digital, a digital marketing strategy agency

• Author of the book, The Invisible Sale

Tom needed to conduct large-scale social media distribution to promote his book

Oktopost revolutionizes the way B2B marketers use social media today.

(Tom Martin, author of The Invisible Sale)

Tom’s Invisible Challenge

Only one person (Tom) to execute all of the social marketing for the book

Unrealistic to manually post across all networks, including LinkedIn Groups

Difficult to accurately monitor and measure ROI of social media efforts

Tools like HootSuite and Sprout Social were more effective for “listening”, but not for large-scale distribution

Post valuable content for marketing purposes across all social networks

Leverage the power of LinkedIn Discussion Groups on a large-scale

Run the entire social media strategy by himself by means of a platform

Gain a thorough understanding of the effectiveness of his social marketing

The Problem Tom’s Solution

Tom sought the ability to use social

media for both marketing and

selling, with limited time and resources

Oktopost: The Visible Solution

The first platform that enables you to execute large-scale distribution to LinkedIn Discussion Groups

Robust engagement features, such as a single Social Inbox that lets you respond to comments on any post

Analytical data that lets users identify which Discussion Groups most effectively drive engagement

The only platform that tracks and measures the real business value of social media activities

Dominate LinkedIn Discussion Groups

With Oktopost, Tom was able to take a single piece of content and post it on a multitude of LinkedIn Discussion Groups, giving him access to tens of thousands of potential leads.

Powerful Content Distribution

Cost-Effective Resource Allocation

Using the Social Analytics Dashboard, Tom tracked clicks and conversions to understand which social networks generated the most sales, and then divided his resources accordingly

Making the Invisible, Visible

Tom could see precisely which campaign a specific lead came from

He gained deep insight into the true business value of his social marketing and social selling activities

Tom was able to assess what type of content - and which social network, delivered the highest ROI

Oktopost: Designed for B2B Content Marketing

By discerning between clicks and conversions, he intelligently allocated resources solely to the social networks that generated sales

Using Oktopost, Tom promoted and sold his book through social media without having to waste considerable time and money

Extensive Social Analytics for All Campaigns

Oktopost provided Tom with the

broadest view of KPI analytics for all of his social media activities

Think Beyond the Click

The book launch campaign was a resounding success:58 conversions and 18,271 clicks on posts

But do clicks tell the whole story…?

22% Conversion

.03071% Conversion

What to Measure: Clicks or Conversions?

At first glance it appears that Facebook was the most effective social network.A single Facebook post had 3,256 clicks!

However, clicks didn’t provide Tom with the full picture of what drives his results.

Conversions Drive Marketing Success

LinkedIn had fewer clicks, but provided a significantly higher conversion rate

22% Conversion Rate

0.031% Conversion Rate

When looking at conversions, everything changes…

Key Takeaways

A Click isn’t EverythingOnly looking at clicks can lead to inaccurately measuring the effectiveness of your campaigns, causing you to place your focus on social networks that don’t actually increase ROI

Conversions Tell the StoryBy seeing which networks and discussion groups converted the highest, you can understand where to apply your limited time and resources

LinkedIn: A Social Selling PowerhouseFor his social marketing and social selling needs, Tom understood that LinkedIn provided the greatest opportunity for success. He was able to take this realization and focus his attentions on the right places and drive sales for his book.

Oktopost helped Tom save time, reach an expansive target audience, and understand the

effectiveness of his social activities.

Find out more about how Oktopost can help you

Thanks!

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