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:
- Use unique in house data that takes specialist resources; or
- 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
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