customer experience, B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?

Dag Holmboe trekked along the 26.2-mile running route from Hopkinton, Mass., to Boston for the 2014 Boston Marathon in April.

Meanwhile, Holmboe put his Twitter analytics engine to work.

Holmboe, CEO and founder of Klurig Analytics in Boston, had a deep interest in the Twitter sentiment around the 118th running of the Boston Marathon.

He's done about a handful of them now, including the 2013 race when two bombs were detonated around the finish line, killing three and wounding close to 300.

Not deterred, Holmboe, 55, came back this year again and completed this year's race, finishing in three hours, 23 minutes and 42 seconds.

Meanwhile, his Twitter engine was picking up stats on the #BostonStrong and #BostonMarathon hashtags while analyzing top words, top tweeters and sentiment both positive and negative.

Tweets, Anyone? 

These analytics were cool, for sure. Fascinating, really.

What about for B2B marketers? Are Twitter analytics like this worth it?

customer experience, B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?
Source: Klurig Analytics. #BostonMarathon hashtag analytics.

Leadtail told us last fall in its "Social Insights Report: How B2B Marketers Engage on Twitter?" that B2B marketers are business leaders focused on curating a social media presence that showcases their skills, relationships and expertise. In tweets, they said, B2B marketers are primarily focused on sharing content from industry media sites like Forbes, Huffington Post and the Harvard Business Review. 

Maybe it's about how you're using Twitter.

Webtrends in its November 2013 case study about its success with Twitter’s Lead Generation Cards said its first use of the cards by a B2B company led to a more-than-impressive 996 percent increase in leads and a 500 percent decrease in costs -- in just four weeks. 

Holmboe, Klurig's analytics leader and Boston marathoner, said if he were using Twitter for marketing he would "not hijack the conversation but be a part of it."

Strong Examples

What do others say?

Paul Gillin of Paul Gillin Communications in Framingham, a city near the starting area for the Boston Marathon, said he can’t point to any great examples of B2B companies using Twitter effectively. After all, this isn't the Oreo cookie kinda marketing world in B2B.

customer experience, B2B Marketing and Twitter: Strong Marriage, Legitimate ROI?
Source: Klurig Analytics

"Although I have heard anecdotally of event organizers using Twitter sentiment to adjust conference sessions and schedules in real time," Gillin said.