“For social media, it's all about the bottom line. By embedding lead responses into our social activities, we can get a lot of action from our audience and be able to track and measure how our audience is engaging with us. As [social media activities] have moved through the pipeline, we have been able to see how they have had a real positive impact on the next steps in the lead funnel.”
“Social media is integrated into every aspect of our marketing mix. We use social media on a regular basis, integrating content and aggregating content. I think social media is most effective when we have something new to say—if we have a major launch event, or a press announcement or a major advertising campaign—and we can complement our regular marketing tactics with social media.”
“A lot of companies invest in the awareness side. For us, it's really about taking an accounts-based approach and looking at where our customers and prospects are, looking at their social profiles and being able to share that information with our sales force and really arm them with that information so they can engage properly and accordingly with their target audience.”