Ceros Achieves 30% Higher Conversion Rate with Socedo’s Data Export

CEROS

Founded in 2012, Ceros is a cloud-based design platform that lets marketers and designers create engaging interactive content without the need for developers.

Brad Hess, Sr. Digital Marketing Manager at Ceros, initially decided to use Socedo because the company lacked a dedicated community manager for social media management. Ceros needed a way to automate their Twitter account’s continuous growth and drive more leads to their business from social media.

With the assistance of Socedo, Brad accomplished both, with a 30% higher conversion rate than other lead gen tactics and a 50% lower cost-per-lead.

 

The Strategy

With each new prospect that follows the Ceros account from Socedo targeting, Ceros shares a relevant piece of content, such as an interactive eBook, as a way to develop a relationship with each user. When a lead downloads the content, they are placed in a 6-touch nurture campaign in HubSpot.

With Socedo’s automatic data export to HubSpot, they’ve also been able to pull in email addresses from the Twitter audience that follows the Ceros account back, before they convert. This allows them to start nurturing their leads sooner.

 

Thoughtful Nurturing

Just like their lead generation campaign, Ceros sends leads through email nurture
campaigns with educational content.

Once the recipient has engaged with a few of their emails and reaches a certain lead score, they get sent a short demo video via another automated nurture stream in HubSpot. If they watch the demo video, then the lead gets marked as an MQL and the Ceros business development team reaches out to get their thoughts and see if they’d like to set up a formal call.

Often, leads from Twitter are not ready to buy right away, and with Ceros being in a new space, getting people to understand the value of interactive content marketing takes time. The goal is to let leads educate themselves, at their own pace, through Ceros’ blog and premium content. If the user doesn’t respond to their sales inquiries, Ceros continues to nurture them, which gives an option for outreach in the future.

 

Always Testing

To improve lead quality, Brad adjusted the search criteria with Socedo’s account management team and saw a great improvement. Having the option to run A/B testing from their DMs has also helped improve how effective each message can be.

He tested having a signature sign-off at the end of the DM versus just the copy and URL.

Control:
“Hey [First_Name], great to connect with a marketing pro. We created this piece on driving brand engagement, would love your thoughts on it: http://www3.ceros.com/interactive-ebook-increase-brand-engagement”

 

Experiment:
“Hey [First_Name], great to connect with a marketing pro. We created this piece on driving brand engagement, would love your thoughts on it: http://www3.ceros.com/interactive-ebook-increase-brand-engagement”
~Ashley

 

When Brad analyzed the results, the experiment outperformed the control for click-through rate by 27%, but using Socedo’s Conversion Tracking, they found that the control variation yielded a 30% higher conversion rate. So, they chose to stick with the control option and started a new experiment.

 

Better Conversion Rates

Since using Socedo, Ceros has seen a 26% visit-to-lead conversion rate from Twitter visits, which is 30% better than other lead gen tactics they’ve been using.

Their cost-per-lead is hovering around $15, which is 25% less than the historical cost of leads from Twitter Ads, and 50% less than the average CPL of their highly targeted B2B lead gen campaigns.

Socedo helped Ceros gain more leads to nurture and close more sales. Why not see if we can help you do the same? Test our free trial today!

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