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Lead Generation

CASE STUDY with

CLIENT

Chattermill

SECTOR

B2B

PRODUCT

CX Platform

AUDIENCE

Retail/eCommerce

"B2B influencer campaign has helped us capture high quality leads for a lower acquisition cost."

Senior Demand Generation Manager, Eva Sulirova at Chattermill

33k+

network

Combined LinkedIn network exposure

4%

engagement

Engagement rate on LinkedIn Influencer posts

2% CTR

Click-through rate on LinkedIn Influencer posts

20%

conversion

Conversion rate of webinar registrations

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About Customer

Chattermill is a renowned unified customer experience analytics platform enabling companies to analyze customer feedback at scale. Chattermill uses cutting edge artificial intelligence to analyze customer feedback across customer touchpoints to harness customer insights, boost customer loyalty and brand advocacy.

Challenge

Chattermill’s experts teamed up with Zappos to run a joint customer experience focused webinar discussing how to act on customers feedback by applying AI analytics and take actions creating lasting value. With limited time and increasingly noisy social media platforms the goal of the influencer campaign was to:

Drive awareness of Chattermill’s webinar across target audience on LinkedIn

Secure high-quality retail and consumer brand webinar registrations

Increase overall quality of sales leads compared to other campaigns

Solution

Chattermill decided to collaborate with BrandRefer by activating 11 strategically selected influencers on LinkedIn. With this marketing approach, Chattermill gained scalable, fast exposure promoting the webinar directly to the influencer’s network, meaning, to the crucial Retail, eCommerce and Consumer Goods CX professionals in key markets.

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EMEA

Target audience location

​11 INFLUENCERS

LinkedIn influencers endorsing Chattermill

33K NETWORK

​Combined LinkedIn network exposure

Outline and content

With only 1 week of preparation time, Chattermill together with BrandRefer were able to successfully run effective webinar promotion. In total, 11 B2B influencers promoted the webinar 2 weeks ahead of the event date. Each influencer shared the landing page of the webinar along with a unique introduction statement encouraging the relevant audience to register.

Chattermill had full control of the promoted content. In this case, they prepared a webinar landing page and provided a UTM link for sharing and tracking purposes. The link auto-populated the social share banner with the desired promotional poster.

Influencers

Chattermill’s team clearly defined their target audience, desired influencer profile and key markets to promote the webinar. Therefore, all selected B2B influencers were actively working in the retail technology sector or directly in consumer companies. Their network exposed Chattermill’s webinar specifically in the UK, Nordics and Benelux regions attracting high-quality leads from leading retailers.

Chattermill’s B2B Influencer marketing campaign exposed the webinar to 33k+ network on LinkedIn, leading to a strong 4% engagement rate and 2% CTR. A significant 20% conversion rate was delivered from all unique registration page visitors. All webinar registrants acquired from influencers networks were target market/ICP with majority being decision makers.

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4% ENGAGEMENT

Engagement rate on LinkedIn Influencer posts

​2% CTR

Click-through rate on LinkedIn Influencer posts

20% CONVERSION

Conversion rate of webinar registrations

"BrandRefer B2B influencer campaign has helped us capture high quality leads for a lower acquisition cost, reach new audiences, and increase the brand awareness of company's products."

Senior Demand Generation Manager, Eva Sulirova at Chattermill

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