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How e-days turned £50 into a media driving awareness campaign

How e-days turned £50 into a media driving awareness campaign

This is the second article in a series of 3 diving into how e-days used LinkedIn and a £50 budget to drive brand awareness and gain A-list media coverage.

E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.

In this article, Tom Whiley talks us through how they identified the topic that they wanted to mine data on and then used that data to their advantage.

Identifying a topical data set to collect

Against the backdrop of COVID, Tom looked to find a unique insight around the transition from home working back to office-based working – which was happening at that time in the UK, where he is based. E-days wanted to understand why, even though employees were able to work in the office, they were choosing to continue to work from home. 

Their hypothesis was that, whilst some employees preferred the office environment, others didn’t want to break their new work-from-home routine and that many people felt that working from home was more productive and better for well-being and work-life balance. So, they ran a Linked In poll aimed at answering the question:

‘What is the real reason why you’re so hesitant about returning to work?’

They kept it simple, with just two questions around establishing whether that reluctance to returning to work was a result of:

  1. COVID related health concerns about the risk of infection associated with returning to the office; or 
  1. Not wanting to break their new work from home routine and lack of commute.

65% of 250 respondents said that their reluctance to return to the office related to the daily commute.  Having a choice as to how to spend the hours that they had previously spent commuting wasn’t something that they wanted to give up.

This insight enabled e-days to build a unique PR message from which they were able to gain valuable press coverage.

This resulted from an entirely organic, low-cost approach

LinkedIn polls can’t be sponsored or boosted (which meant no Ad spend).

Here’s how they got their poll in front of as many eyes as possible:

  1. Tom and his team asked e-days internal workforce to share the poll on their linkedin profiles;and
  1. They ran an internal competition which offered a £50 Amazon voucher to whoever got the most shares from their poll post.

From that £50 investment, they received 250 survey responses – which was enough data to convince PR and news outlets that their story was newsworthy.

What e-days did with this insight

E-days don’t have PR resources internally so they fed the poll results back to their B2B specialist PR agency who were able to create a spin on it. Tom explained that investing in PR has been of huge value to e-days due to its ability to elevate their position as thought leaders compared to doing the job organically. This was an indirect cost for the campaign that would be avoidable to teams with internal PR expertise.

e-days’ PR agency worked with e-days CMO and identified the story and the opportunity for them which was:

 ‘People are hesitant about coming to work because of the commute.’

How much content was e-days able to spin out this one unique insight?

  1. A Press Release;
  2. A couple of blogs; and
  3. An infographic.

To Tom, repurposing content is key in order to squeeze out as much value from each unique insight as possible.  He recommends that if, for example, you invest in a bigger content piece such as a white paper or an ebook, you turn that larger piece into a series of blogs, videos, a few emails, and an infographic. It is a top priority, for him, to get the most return out of e-days content investment particularly given their limited marketing budget.

Read the next article  in this series in which Tom shares the outcomes that e-days generated from this strategy.


Improve your LinkedIn targeting with intent data

Why e-days chose to use a LinkedIn poll to gain industry insight and A-List PR coverage

Why e-days chose to use a LinkedIn poll to gain industry insight and A-List PR coverage

In this episode of the Show Me the Data podcast, we chatted with Director Of Demand Generation at e-days, Tom Whiley about how e-days used LinkedIn polls to gain 5.5. Million Organic Impressions by curating their own research via LinkedIn.

E-days’ absence management solution helps businesses worldwide work smarter, happier, and healthier. They provide an effective means of tracking and proactively managing holiday and sickness absences for businesses worldwide.

In this first article of a series of 3, we dive into the story behind their use of LinkedIn Polls to curate their own unique commercial insights – rather than outsourcing – and just how cost-effective that was.

A need for unique insights gives rise to innovation

E-days were looking for unique commercial insights that they could put into the HR market to establish themselves as an industry thought leader, create greater authority, and provide a PR hook. As a small business, without the huge marketing budget available to larger SaaS businesses,  they wanted to explore other options and leverage as much free opportunity to get data as possible.

Traditionally, there are two ways to gather this kind of data:

  1. Use unique in house data that takes specialist resources; or 
  2. To outsource – and incur the associated expense.

Having previously outsourced to a research agency, to target people outside of their main database, they weren’t keen to replicate this due to the low cost-benefit return. They had previously found that much of that return was white paper fed which, with a customer acquisition life cycle of 1 ½ to 2 years to enterprise, didn’t work for them. Using unique in-house data wasn’t an option for e-days at that time as they hadn’t yet hired an internal absence intelligence specialist and didn’t want to outsource so, they needed a stopgap solution. This need gave rise to an innovative alternative approach – the use of LinkedIn Polls.

E-days used the resources that were available to them

With over 250,000 users, e-days had a large pool of data available to them from which they could derive unique insights on absence and sickness trends.  From those insights, they then hoped to be able to create a unique spin for PR and content opportunities. They also wanted to mine this data and create content quickly – that’s where LinkedIn came into play.

Read the next article in this series to learn how e-days collected enough data via a LinkedIn Poll to gain coverage in Forbes and multiple HR industry A-List Publications


Start leveraging intent data to charge your sales and marketing

Intent Data and Marketing Attribution

Intent Data and Marketing Attribution

LeadSift’s CEO and co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest buzz words trending in B2B Marketing;  ABM and Intent Data. These guys were doing ABM and Intent Data before it was cool. This is the last article in a series of seven in which we share the highlights of our discussion, specifically around intent data and marketing attribution.

Tracking attribution to accounts already in your pipeline

Marketing attribution has been a problem for as long as marketing has existed and it’s no different with intent data. To combat that, David’s team at Intentsify have done analysis by mapping back from the close date to the start of the meaningful intent activity in which they saw a high percentage with a direct correlation between predictive intent activity and what happened three to four months out from a close. So, they use this as a signal to identify that three to four months early they are starting to see this activity and which points to a closed deal.

He has also seen this with another client on renewals, with specific spikes and activity happening a month before renewals. In this particular case, the renewal conversation had happened six months out not one month out, but it was interesting to see this spike in activity pretty much every single time on a renewal. It wasn’t caught early enough, but having that signal, means that you can start extrapolating even further out and maybe get more signals out when it is meaningful.

Actionability and intent data

A lot of platforms now get a feed from either their own or another, intent data vendor, which is often not time-stamped – so you have no idea how old the data is. It will often come in the form of keywords added each week. To make sense of it for your business and to make it actionable, you need to pull it out of that system and put it somewhere where you can analyze it to start seeing a pattern over time and to categorize the activity. 

Actionability is a particular challenge for intent data particularly because many companies know that they need it, but don’t know what to do with it. In a recent TOPO survey, 67% of B2B marketing leaders who were surveyed said that actionability is the number one challenge that they had within intent data – a problem that Intentsify has been working on building solutions for throughout 2020.

Jamie sees that it’s tough to operationalize the data within the companies that are getting the insights from intent data and to turn that into something meaningful and useful within the marketing organization. He sees that as a big gap across all the intent providers and ABM platforms in activating that data.

In Kathy’s experience, it’s really hard to get companies to commit to doing historical analysis because they often don’t appreciate the long-term nature of analyzing intent data and expect to see results in weeks rather than months. She sees your past wins and going back and doing that historical look back is critical if you want to get the most impact out of your intent data.

Ready to start using actionable, contact-level intent data?

About LeadSift

Preferred by the most innovative and data-driven businesses, LeadSift is the most actionable provider of intent combining comprehensive data with meaningful insights. We sift through unstructured public data so companies can easily identify, understand and engage in-market audiences with creatively relevant, personalized outreach. As a result, companies can move their pipeline faster than ever before.

We’re Hiring – Business Development Representative (BDR)

We’re Hiring – Business Development Representative (BDR)

About Us

At LeadSift – we are building a Sales Intelligence Platform to predict Buying Intent by mining public web documents, to help B2B organizations identify and reach their best prospects at the right time. Over 100 of the leading B2B SaaS companies use LeadSift to help optimize ad spend, marketing strategies, and sales outreach.

About the Role

We are looking for a Business Development Representative (BDR), who loves sales and is hungry for growth. Your goal will be to communicate the value of LeadSift’s contact-level intent data to prospects in our target markets in an honest and solution-based way. You’ll be the first impression of LeadSift to inbound and outbound prospects by social media, email, phone, or all of the above to build a sales pipeline.

To be successful in this role, you need to be an ambitious team player, someone who uses rejection as motivation. You’re a problem solver who doesn’t stop until they find a solution. You’re ready, willing, and excited to learn from all levels of our organization. You’ll work cross-departmentally to understand our customers’ unique needs and position the actionable value of LeadSift.

You’ll be part of a strong, hard-working team in a startup environment, and learn hands-on about our industry and our customers. We love people who can set their own direction and are self-motivated, work hard, and are passionate about what they create. See Level 5 team-mate.

LeadSift is backed by some of the most prominent venture investors including OMERS Ventures, Salesforce Ventures, Innovacorp, East Valley Ventures, and a stellar group of angel investors.

Full-Time / Halifax, NS / Starting Immediately in-House

Responsibilities

  • Building a sales pipeline – your job is to book qualified meetings (via email, phone and social channels) for the sales team.
  • Work closely with marketing to nail messaging – this includes researching and A/B testing new strategies.
  • Cold and warm outreach to sales & marketing teams at B2B tech companies to convey LeadSift’s value proposition.

Skills

  • Major positive attitude, temporary setbacks don’t get you down.
  • Articulate storyteller must be able to both speak and write with passion and clarity.
  • Knowledge of marketing automation systems, SaaS, and the sales and marketing pipelines isn’t mandatory, but it’s definitely an asset.
  • Attention to detail is a MUST – we’re big Grammarly fans.
  • Scrappy, passionate, and entrepreneurial mindset. You love checking things off your to-do list.
  • Prior B2B Tech Sales experience is a massive plus.

Benefits

  • Start-up culture = being able to get your hands dirty with many things at once.
  • Full health benefits from day one.
  • 15-days vacation + statutory/federal holidays + we also take the last week of the year off.
  • Regular team lunches.
  • Equity options.

Send your resume to [email protected]. Along with your application, send a 30-second video explaining why you would be the best person for this role.

Intent Data in action within ABM at Intentsify, Fortinet, and Inverta

Intent Data in action within ABM at Intentsify, Fortinet, and Inverta

LeadSift’s CEO and co-founder Tukan Das hosted a live YouTube webinar featuring David Crane VP Marketing at Intentsify, Jamie Romero VP Corporate Marketing at Fortinet, and Kathy Macchi VP Consulting Services at Inverta where they discussed two of the hottest buzz words trending in B2B Marketing;  ABM and intent data. These guys were doing ABM and intent data before it was cool. This is the sixth article in a series of seven and this time we’re covering intent data in ABM examples.

Intent data in ABM examples, results, and tactics from real campaigns

Intent data at Inverta – picking a use case

A lot of Kathy’s clients are getting intent data and don’t know what to do with it although they know they should be doing something. She works with them to change that and to show them how to use intent to their advantage.

Kathy has picked use cases with clients around content syndication and BDRs and recommends that you start by picking a very narrow use case and working on it manually. That will give you some baselines to track progress and what’s really going on. You can identify whether keywords need changing later. She also recommends getting a team together in which everyone has a responsibility, walk-through it step by step, and analyze results. Her philosophy is that if some things don’t work, fail fast, pick another one and go. And, if what you have picked does work, then keep the same use case and figure out how to automate it.

Intent data at Intentsify – boosting conversion rates

When using intent data, David is seeing a 132% increase in BDR email open rate, a 46% increase in click-through rates and conversion rates to sales qualified leads jump up over a quarter of the range between 40% and 70%. He also sees conversions going way up in velocity through the pipeline.

He sees so many use cases for intent data,  which could be a little overwhelming for a lot of teams when it comes to knowing where to start. If you’re not careful, it can quickly get very broad, involve a lot of different teams and individuals and it can get really cumbersome to actually execute that strategy which, he says, is why it’s so important to focus on one use case, one pilot program. 

Getting buy-in from Sales is also critical because they need to help you pick the topics and keywords to actually monitor.  He sees that In B2B,  there’s often a big chasm between what Marketing thinks are the most relevant topics and points to address and what Sales think that they should address. So, if Sales don’t help to select those topics and keywords at the beginning, the messaging will get corrupted as soon as it goes over to the Sales team – which will undermine the overall resource results.

Intent data at Fortinet – measuring success

Jamie’s experience of using intent data has highlighted the importance of defining how you’re measuring success, especially if you have a longer sales cycle and, in some cases, the success is demonstrated in the overall impact on the organization.

With one of his old customers, where they were doing a hundred thousand accounts and the ultimate long term measure of success was pipeline generation which took months to generate incrementally, Jamie’s team did split tests to show that they were getting 20-40% percent increases in direct mail response rates with a direct correlation between direct mail response rates and pipeline. So, while the revenue wasn’t necessarily attributed to the intent data, with a baseline of 10% conversion rate and a rise to 20%, you can infer that half of that is as a result of the changes made to the overall program.

Pretty much every time Jamie has run intent data campaigns he has also a cohort analysis and he sees markedly improved response rates on almost every channel across the board. Some went up by two or three percent and others by double, or even triple, figures. The key thing, he says is that you have to set a plan to measure the impact and look for that impact in order to see it.

Ready to see better results fro your ABM campaigns?

In the last article in this series, we will be diving into intent data and Marketing Attribution, read it here, or watch the full YouTube webinar here: