Viral Technologies helps clients realize the power of social media lead generation in the B2B marketplace.

1. Case Study / Viral Technologies
Viral Technologies helps clients realize the
power of social media lead generation in the
B2B marketplace.
The Challenge decision makers in this particular target market.
The adoption of social media across organizations While filtering through Salesforce Marketing
that are in the B2C space is easy to understand. Cloud data, he noticed a “decision maker”
There is an immediate need to be available and speaking on Twitter about his company’s need
present for your customers and that is a crucial for a new product with additional functionality
part of running a successful business. The B2B that could replace their existing product. Steve
adoption rate has been a bit slower, but when quickly realized that his client’s product fulfilled
you look at the issue, it is easy to see the many this need in additional functionality and began
applications that exist in the social space for those engaging lightly with the “decision maker” on
in the B2B category. Steve Reeves, Director of Twitter. They developed a strong relationship
Marketing for Viral Technologies saw early on that and two months later, his client won a new
social media could offer a number of business account and from a key competitor nonetheless.
solutions to their clients in the B2B space. He
soon started exploring different lead generation The Results
methods that could offer value and savings to their
customers’ bottom line. After helping the client capture new business
through social media, Steve began running
The Approach the financial calculations to show the power of
adopting social media as a viable marketing
Before you can think about ROI, you need channel. The results were compelling. When
to think about CTA, or cost to acquire, a key analyzing the cost to acquire using social media
financial measurement in marketing. Steve quickly vs. a more traditional marketing method; he was
understood the importance of cost to acquire, and able to show savings of $12,000-$15,000. Then he
specifically how it relates to customer lifetime value was able to project net new revenues, along with
and ultimately return on investment calculations. customer lifetime value calculations and came to
a blended cost savings/new revenue projection
Steve started analyzing the amount of money well into the six figures. When looking at ROI in the
that was spent on traditional marketing efforts context of this example, Steve was able to show a
(outside of social media channels) to acquire 2500% return by using a simple ROI formula:
new business within the specific market segment ROI % = (Return - Cost of investment) x 100
for one of his clients. Then, using the power of Cost of investment
Salesforce Marketing Cloud, and the concepts he
learned through traditional marketing efforts, he B2B lead generation in a social media environment
began to identify conversations occurring within can and has been achieved. Understanding cost
the client’s target market and also used other to acquire, and customer lifetime value are two
techniques to listen in on conversations from key critical financial measurements in putting an ROI to
social media efforts.
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