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Lead Generation

CASE STUDY with

B2B Influencer Case Study with Wordnerds

CLIENT

Wordnerds

PRODUCT

CX Software

AUDIENCE

CX / Research / Insights

INDUSTRY

Retail / Telco / Utilities

BrandRefer_Wordnerds_Case_Study

"Working with BrandRefer was a great experience from the very beginning. They helped execute a campaign that got Wordnerds in front of key target companies and people."

Brand and Marketing Manager, Jo Ramsay at Wordnerds

39k+

network

Combined LinkedIn network exposure

15'110+

impressions

Total impressions on LinkedIn Influencer posts

3% Engagement

Engagement rate on LinkedIn Influencer posts

2%

CTR

Click-through rate on LinkedIn Influencer posts

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About Customer

Insight software platform Wordnerds helps brands like P&G, the UK Government and Nissan uncover and understand the true voice of their customers. Their SaaS platform builds on the very latest AI/NLP techniques, and does so through the lens of advanced corpus linguistics. The result is a user-trainable model that genuinely understands language.

Challenge

Wordnerds marketing team was set up for a challenge to drive brand awareness and increase sales pipeline with new inbound leads. As LinkedIn is one of the main digital marketing channels, the main challenges were to genuinely engage with the target audiences and effectively showcase product value to raise further interest in technology. The LinkedIn campaign’s objectives were set:

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Identify new business leads within the target market

Drive inbound lead registrations from LinkedIn

Re-engage dormant business opportunities

Solution

Wordnerds collaborated with BrandRefer to launch a successful B2B influencer marketing campaign on LinkedIn. By strategically selecting business influencers on LinkedIn, Wordnerds gained an advantage of direct exposure to their target audience, strong personal endorsement enhancing product value proposition and a completely new, original marketing approach to stand out from the social media noise in B2B space.

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UK

Target audience location

​16 INFLUENCERS

LinkedIn influencers endorsing Wordnerds

39K NETWORK

​Combined LinkedIn network exposure

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Outline and content

Over 2 weeks time 12 strategic B2B influencers endorsed and shared Wordnerds marketing content with their direct LinkedIn network of professionals. Each endorsement post led the engaged audience to a dedicated landing page.

Wordnerds team provided the UTM link to their dedicated landing page where the audience could directly “get in touch” to learn more about the product. Following Wordnerds brand guidelines BrandRefer’s content team created a LinkedIn 5 page SlideShare for influencer LinkedIn posts.

Influencers

Wordnerds clearly set the ideal influencer criteria based on their desired markets, key industries, target audience. BrandRefer approached B2B influencers whose audience span across the UK and had a significant amount of customer experience and insights professionals within their network.

From all approached influencers 40% were immediately eager to collaborate with Wordnerds. Throughout the campaign, Wordnerds could easily monitor and follow each influencers post engagement and campaign’s progress.

Wordnerds B2B influencer marketing campaign exposed the brand to 39k+ combined LinkedIn network. Influencer posts showed a strong 3% engagement rate, leading to a further 2% CTR.

 

It total influencers posts generated 15’110+ post impressions via LinkedIn, engaging large amount of target audience.  Wordnerds saw a significant 14% ICP leads among the engaged audience who interacted with LinkedIn posts for further sales follow-ups.

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3% ENGAGEMENT

Engagement rate on LinkedIn Influencer posts

​2% CTR

Click-through rate on LinkedIn Influencer posts

15'110+

IMPRESSIONS

Total impressions on LinkedIn Influencer posts

BrandRefer_Wordnerds_Case_Study

"Working with BrandRefer was a great experience from the very beginning. They adapted well to our changing priorities and helped execute a campaign that got Wordnerds in front of key target companies and people. The authenticity of the influencer posts definitely was a major factor in the engagement rate outcome."

Brand and Marketing Manager, Jo Ramsay at Wordnerds

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