Crazy Hacks in B2B Social Marketing and Engagement: InsideView’s Twitter Followup

My new hobby is to identify creative, fun hacks from b2b marketers which as you can imagine b2b folks are not known for.  Here is one I ran into the other day. I went on InsideView’s website to download their Ultimate Guide To Using Twitter for Social Selling.  And not so ironically, they used Twitter to creatively follow-up with me.

Check this out.  First of all, the reg form asked for my Twitter handle.  Yes, of course, it’s a guide to Twitter so its certainly appropriate, but don’t be a naysayer —  I am hoping to give you idea fodder for new hacks you can do.  I love capturing the Twitter handle.  For one, it’s a channel by which your buyers communicate but also can provide incredible insight into the buyer.

Then, once I filled out the form to download the PDF.  I received a tweet regarding my download.

The Twitter shout-out is crowd-pleasing and completely different than those boring, ridiculous canned emails we send when people download.  “Thank you for downloading the Twitter Guide blah blah blah”.  Also, the tweet got me to respond which is awesome.

All in all, this tactic is not going to get you another 100 leads this month but it is definitely a highly engaging, very personal way to follow up.  How about these ideas:

1.  Have sales reps send this type of Twitter followup? If the prospect scores high-enough, why not?

2.  I think doing this for webinars and online events is a killer application. We create these event hashtags, lets get em cooking well in advance of the event.

3.  Make it personal – you have an opportunity to be  real and drive 2-way engagement.

What do you think?

Craig Rosenberg is the Funnelholic. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter

  • Craig:

    Innovative tactic, although I wonder a little bit about disclosure (i.e. when filling out the form, are users aware that InsideView may tweet about the resulting download).

    The resulting tweet is a “public broadcast” – for some types of content (personal health care, as one example), I think it’s important to disclose the pending communication – or better yet, give the registrant the ability to opt out of it.

    But all in all, I commend the spirit of it!

    • That’s actually a really interesting point Dennis. I never thought of it like that. Do you think it is okay for some companies to be a little more cautious than others on their Twitter engagement when it comes to downloading certain content?

      I know from our side, it’s not so much as a public broadcast more than a shoutout of our appreciation and a chance to connect with the individual. However, I really do like the way you look at the entire picture.

    • The tweet field is optional. My guess is that someone who proactively fills the field would encourage twitter communication and is probably an avid user.

    • Interesting take for sure. Not sure how I feel…I guess it’s best to err on the side of caution…

  • Craig, the post is awesome. Thank you. Your email to made me cry with laughter.

  • Great use of social. Pretty slick.

  • Thanks for the awesome post Craig. It’s great to see our social efforts are admired.