Webtrends: Impressive Results from First B2B Use of Twitter's Lead Gen Cards

3 minute read
Barry Levine avatar

Webtrends Lead Gen Card.png

Webtrends is out with a new case study about its success with Twitter’s recently introduced Lead Generation Cards.

According to the Internet analytics company, this 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. 

Webtrends noted that its goal was increase the number of Twitter-driven leads and to keep the cost per lead as low as possible. To do so, it conducted three months of what it described as “rigorous measurement, testing and analysis” to figure out what best drives user engagement from social media. The company then shutdown its Twitter presence for a week and returned with a new strategy and user experience.

Promoted Tweets, Lead Gen Cards

In a case study on its experience, John Lee, Brand and Social Marketing Manager at Webtrends, said that  before the shutdown,“Twitter was just an awareness mechanism for our marketing team.” Now, it has become “the focal point of all our social lead generation initiatives, especially when it comes to net new name acquisition.”

The company used Promoted Tweets in conjunction with Lead Generation cards, targeting digital marketing decision makers at a vice president or higher level in such areas as email marketing, optimization, social and mobile, as well as followers of such brands as Mobile Marketer, Social Media Today and Econsultancy.

Learning Opportunities

Google Adwords and other tools were used to build keyword lists around such areas as landing pages and social analytics, and those keywords were then used in Twitter timeline and search during the Promoted Tweets campaign.Promoted Tweets linked to Lead Generation Cards that expanded the conversation.

Highly Qualified Leads

Webtrends said its use of Promoted Tweets with Lead Gen Cards lowered its cost per lead (CPL) by 500 percent to a CPL as low as $4, while the cost per engagement for Promoted Tweets dropped as much as 300 percent. Because the leads were highly qualified, the reported open rate for follow-up emails was 50 percent to 200 percent higher than other leads, and the clickthrough rates were four times as high.

Promoted Tweets, launched in 2010, are Tweets that are purchased by advertisers and targeted at specific Twitter followers. Twitter introduced Lead Gen cards in May as an addition to the previously-introduced Twitter Cards. Both kinds of cards are intended to add expanded sections with media content, except that the Lead Gen Cards are designed to make it easier for users to share their email addresses without leaving Twitter or having to fill out a form.

When a user clicks on a Lead Gen card, the expansion shows a description of the offer and a call to action. The @username and Twitter-registered email address are already filled out on the Card.