Measuring the Effectiveness of Social Media Campaigns in B2B for Internal and External Results
“You have to find something that you can measure,” said Brian MacDonald, Senior Manager of Digital Marketing, Hewlett Packard Enterprise, in the MarketingSherpa Summit 2016 Media Center.
“Fortunately for us, in the software business one of the big things that we can measure, especially for the audience I usually go after, is all about them trying software,” he said.
MacDonald explains that if someone downloads a software trial, that tells the team where the prospect is in the buying cycle: “We know that if they’re going to download something, they’re probably pretty serious about it.”
Brian and his team were able to actually link trial downloads people had made to actual social media campaigns that they had run.
“That was really the key — finding the call to action that’s linked to something that’s gated, and we know that they took action,” he said.
By including downloads at key social media touchpoints, Brian and his team were able to measure the effectiveness of social media campaigns.
Aside from just metrics, it was also vital that Brian and his team keep up a continuous feedback loop with customers.
