For B2B Social Marketing Professionals

Learn How Panaya Reached a 23% Conversion Rate!

Panaya Customer Case Study

Company Background

Panaya ensures the continuous quality of enterprise applications, enabling companies to be more agile in addressing constant change.

Panaya’s Quality Management Cloud offers a uniquely simple solution for SAP, Oracle, and Salesforce customers, combining change impact simulation, code remediation, and collaborative testing tools for IT and the business.

Panaya lets IT teams quickly scope, accelerate and manage the delivery of any packaged application while eliminating risk and minimizing costs

Established in 2006, the company has over 1,000 customers worldwide, and was ranked #13 on the Deloitte Technology Fast 500 EMEA in 2013

Three Key Target Audiences

As an ERP and CRM vendor, Panaya needs to promote its brand to three distinct customer audiences (SAP, Oracle, and Salesforce.com) . The audiences must be kept entirely separate, and for each one, Panaya offers multiple product line solutions.

Primary Marketing Goals

Educate Nurture

GenerateEngage

Establish thought leadership in the arena of packaged applications by educating target audiences

Drive traffic to the Panaya website to generate leads, increase registration for webinars, and boost white paper downloads

Nurture prospects through every stage of the B2B sales and marketing funnel

Generate leads by reaching the right prospects across multiple social media channels

Social Media Marketing Challenges

Panaya needs to reach three distinct ERP/CRM

audiences, which must be kept entirely separate.

The company generates a wide range of marketing content that needs to be

distributed on a large-scale.

As a global business, it must have the ability to schedule

posts, in advance, for multiple time zones.

Panaya posts to dozens of LinkedIn Groups, and

engages with members in each one.

One person is responsible for all the social media

marketing, meaning time and resources are limited.

Distinct Audiences

Time Constraints

LinkedIn Groups

Content Distribution

Global Reach

Tailored Messaging

Panaya must track whether it is posting to the right

channels, profiles and groups, using the right messaging.

Campaigns Global Reports Autoposter Social Profiles

Features Designed to Drive Social Media Success

Create campaigns for each audience, and

segment them further by product offering, ‘pain points’ faced by your

prospects. Create tailored posts within each

campaign according to geographic location.

Connect multiple social profiles, company pages and groups, and post on behalf of your team to

promote the brand. Manage all your social

assets from the interface and utilize the social

reach of your colleagues.

Post across multiple channels, profiles and

groups at once, and get maximum social visibility

in minimum time. Schedule posts in

advance, for any day or time, and reach every

global audience.

See which posts generate the highest clicks and

conversions , and then determine where to focus your efforts and resources. Analyze social data on any

level – from account, to campaign and even

message.

Oktopost is an amazing tool! The platform’s user-friendly interface makes it

incredibly easy to manage and maintain numerous marketing campaigns simultaneously.

Clare Avieli, Online Marketing Manager, Panaya

Growing and Establishing Social Presence

LinkedIn Twitter Google+

Panaya leverages Oktopost to grow and maintain its social presence primarily on LinkedIn, Google+ and Twitter, as well as Facebook. Most of its efforts are focused on LinkedIn, given

that Groups offer an excellent opportunity to connect with relevant B2B prospects.

Panaya creates and schedules posts to

Google+ with Oktopost, which has had a

significant impact on its SEO ratings.

By using Oktopost’s analytics and reports,

Panaya found that LinkedIn generates the

highest numbers of clicks and conversions.

Company updates can quickly be posted to

Twitter using Oktopost. Panaya has found that these posts generate

substantial clicks.

Comprehensive Analytics and Reporting

Panaya can move beyond the click, and see which posts contribute to its ROI using powerful conversion tracking.

Think Beyond the Click

Using lead capture technology, the company can see which unique social posts generated each distinct lead.

Capture Valuable

Lead Data

Oktopost enables Panaya to see clicks, conversions, engagement and comment data an account –wide level.

Access Global

Reports

Panaya can access social analytics for every type of asset –profiles, company pages, messages and campaigns.

View Data on

All Levels

Social Media Results, Delivered

From December 8, 2013 to January 23, 2014, Panay launched an Oktopost campaign to promote its white paper: SAP Manual Testing: How to Test Less, Faster, and Better

The campaign ran during a slow period (due to Christmas/New Years), Panaya only posted 45 messages, but generated 191 clicks and 45 conversions.

The white paper campaign resulted in a

23% conversion rate!

Spotlight on White Paper Campaign Analytics

23% Conversation Rate Achieved!

Drill-Down to Messages and Groups

Oktopost is invaluable for tracking leads and analyzing the value of our social media activities. This enables us to ensure that our social media

campaigns are effective, fully optimized, and reach the right people at the right time.

Clare Avieli, Online Marketing Manager, Panaya

Key Takeaways

Content Distribution

Distinct Messaging

Data-Driven Strategy

Create a diverse range of content that meets the needs of your prospects at every stage of the B2B marketing funnel.

Craft unique messages for each social network and audience, rather than post the same message on every channel.

Measure your results based on clicks and conversions, and focus resources on the ones that drive top performance levels.

With Oktopost, Panaya can effectively manage multiple social campaigns

simultaneously, track their performance, and optimize their

social marketing activities. Oktopost delivers maximum visibility across the

key social media channels for minimum time invested.