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For B2B Social Marketing Professionals
Learn How Panaya Reached a 23% Conversion Rate!
Panaya Customer Case Study
Company Background
Panaya ensures the continuous quality of enterprise applications, enabling companies to be more agile in addressing constant change.
Panaya’s Quality Management Cloud offers a uniquely simple solution for SAP, Oracle, and Salesforce customers, combining change impact simulation, code remediation, and collaborative testing tools for IT and the business.
Panaya lets IT teams quickly scope, accelerate and manage the delivery of any packaged application while eliminating risk and minimizing costs
Established in 2006, the company has over 1,000 customers worldwide, and was ranked #13 on the Deloitte Technology Fast 500 EMEA in 2013
Three Key Target Audiences
As an ERP and CRM vendor, Panaya needs to promote its brand to three distinct customer audiences (SAP, Oracle, and Salesforce.com) . The audiences must be kept entirely separate, and for each one, Panaya offers multiple product line solutions.
Primary Marketing Goals
Educate Nurture
GenerateEngage
Establish thought leadership in the arena of packaged applications by educating target audiences
Drive traffic to the Panaya website to generate leads, increase registration for webinars, and boost white paper downloads
Nurture prospects through every stage of the B2B sales and marketing funnel
Generate leads by reaching the right prospects across multiple social media channels
Social Media Marketing Challenges
Panaya needs to reach three distinct ERP/CRM
audiences, which must be kept entirely separate.
The company generates a wide range of marketing content that needs to be
distributed on a large-scale.
As a global business, it must have the ability to schedule
posts, in advance, for multiple time zones.
Panaya posts to dozens of LinkedIn Groups, and
engages with members in each one.
One person is responsible for all the social media
marketing, meaning time and resources are limited.
Distinct Audiences
Time Constraints
LinkedIn Groups
Content Distribution
Global Reach
Tailored Messaging
Panaya must track whether it is posting to the right
channels, profiles and groups, using the right messaging.
Campaigns Global Reports Autoposter Social Profiles
Features Designed to Drive Social Media Success
Create campaigns for each audience, and
segment them further by product offering, ‘pain points’ faced by your
prospects. Create tailored posts within each
campaign according to geographic location.
Connect multiple social profiles, company pages and groups, and post on behalf of your team to
promote the brand. Manage all your social
assets from the interface and utilize the social
reach of your colleagues.
Post across multiple channels, profiles and
groups at once, and get maximum social visibility
in minimum time. Schedule posts in
advance, for any day or time, and reach every
global audience.
See which posts generate the highest clicks and
conversions , and then determine where to focus your efforts and resources. Analyze social data on any
level – from account, to campaign and even
message.
Oktopost is an amazing tool! The platform’s user-friendly interface makes it
incredibly easy to manage and maintain numerous marketing campaigns simultaneously.
Clare Avieli, Online Marketing Manager, Panaya
Growing and Establishing Social Presence
LinkedIn Twitter Google+
Panaya leverages Oktopost to grow and maintain its social presence primarily on LinkedIn, Google+ and Twitter, as well as Facebook. Most of its efforts are focused on LinkedIn, given
that Groups offer an excellent opportunity to connect with relevant B2B prospects.
Panaya creates and schedules posts to
Google+ with Oktopost, which has had a
significant impact on its SEO ratings.
By using Oktopost’s analytics and reports,
Panaya found that LinkedIn generates the
highest numbers of clicks and conversions.
Company updates can quickly be posted to
Twitter using Oktopost. Panaya has found that these posts generate
substantial clicks.
Comprehensive Analytics and Reporting
Panaya can move beyond the click, and see which posts contribute to its ROI using powerful conversion tracking.
Think Beyond the Click
Using lead capture technology, the company can see which unique social posts generated each distinct lead.
Capture Valuable
Lead Data
Oktopost enables Panaya to see clicks, conversions, engagement and comment data an account –wide level.
Access Global
Reports
Panaya can access social analytics for every type of asset –profiles, company pages, messages and campaigns.
View Data on
All Levels
Social Media Results, Delivered
From December 8, 2013 to January 23, 2014, Panay launched an Oktopost campaign to promote its white paper: SAP Manual Testing: How to Test Less, Faster, and Better
The campaign ran during a slow period (due to Christmas/New Years), Panaya only posted 45 messages, but generated 191 clicks and 45 conversions.
The white paper campaign resulted in a
23% conversion rate!
Spotlight on White Paper Campaign Analytics
23% Conversation Rate Achieved!
Drill-Down to Messages and Groups
Oktopost is invaluable for tracking leads and analyzing the value of our social media activities. This enables us to ensure that our social media
campaigns are effective, fully optimized, and reach the right people at the right time.
Clare Avieli, Online Marketing Manager, Panaya
Key Takeaways
Content Distribution
Distinct Messaging
Data-Driven Strategy
Create a diverse range of content that meets the needs of your prospects at every stage of the B2B marketing funnel.
Craft unique messages for each social network and audience, rather than post the same message on every channel.
Measure your results based on clicks and conversions, and focus resources on the ones that drive top performance levels.
With Oktopost, Panaya can effectively manage multiple social campaigns
simultaneously, track their performance, and optimize their
social marketing activities. Oktopost delivers maximum visibility across the
key social media channels for minimum time invested.