In order to promote and sell his book, The Invisible Sale, Tom Martin needed a way to maximize the effectiveness of social media, and where to apply his limited resources

1. For B2B Social Marketing
Professionals
Tom Martin Customer Case Study

2. A Social Media Epiphany
Tom Martin, author of The Invisible
Sale, decided to use Oktopost to
promote his book via social marketing
While tracking the analytics of his
social campaigns, Tom made an
astounding discovery...

3. Tom Martin: Professional Background
Tom needed to conduct large-scale social media distribution to promote his book
• Over 20 years of experience in the
advertising business, helping clients
turn conversations into sales
• Globally recognized speaker and
blogger
• Founder of Converse Digital, a digital
marketing strategy agency
• Author of the book, The Invisible Sale

4. Oktopost revolutionizes the way B2B
marketers use social media today.
(Tom Martin, author of The Invisible Sale)

5. Tom’s Invisible Challenge
The Problem
Tom’s Solution
Only one person (Tom) to execute all of
the social marketing for the book
Post valuable content for marketing
purposes across all social networks
Unrealistic to manually post across all
networks, including LinkedIn Groups
Leverage the power of LinkedIn
Discussion Groups on a large-scale
Difficult to accurately monitor and
measure ROI of social media efforts
Run the entire social media strategy
by himself by means of a platform
Tools like HootSuite and Sprout Social
were more effective for “listening”, but
not for large-scale distribution
Gain a thorough understanding of the
effectiveness of his social marketing

6. Tom sought the ability
to use social media
for both marketing
and selling, with
limited time and
resources

7. Oktopost: The Visible Solution
The first platform that enables you to
execute large-scale distribution to
LinkedIn Discussion Groups
Robust engagement features, such
as a single Social Inbox that lets you
respond to comments on any post
Analytical data that lets users
identify which Discussion Groups
most effectively drive engagement
The only platform that tracks and
measures the real business value
of social media activities

8. Dominate LinkedIn Discussion Groups
Powerful Content Distribution
With Oktopost, Tom was able to take a
single piece of content and post it on a
multitude of LinkedIn Discussion
Groups, giving him access to tens of
thousands of potential leads.
Cost-Effective Resource Allocation
Using the Social Analytics Dashboard,
Tom tracked clicks and conversions to
understand which social networks
generated the most sales, and then
divided his resources accordingly

9. Making the Invisible, Visible
Tom could see precisely which
campaign a specific lead came from
He gained deep insight into the true
business value of his social marketing
and social selling activities
Tom was able to assess what type of
content - and which social network,
delivered the highest ROI

10. Oktopost: Designed for B2B Content Marketing
Using Oktopost, Tom promoted and sold his book through social
media without having to waste considerable time and money
By discerning between clicks and conversions, he intelligently allocated
resources solely to the social networks that generated sales

11. Extensive Social Analytics for All Campaigns
Oktopost provided
Tom with the
broadest view of
KPI analytics for
all of his social
media activities

12. Think Beyond the Click
The book launch campaign was a resounding success:
58 conversions and 18,271 clicks on posts
But do clicks tell the whole story…?

13. What to Measure: Clicks or Conversions?
22% Conversion
.03071% Conversion
At first glance it appears that Facebook was the most effective social network.
A single Facebook post had 3,256 clicks!
However, clicks didn’t provide Tom with the full picture of what drives his results.

14. Conversions Drive Marketing Success
When looking at conversions, everything changes…
LinkedIn had fewer clicks, but provided a
significantly higher conversion rate
0.031% Conversion Rate
22% Conversion Rate

15. Key Takeaways
A Click isn’t Everything
Only looking at clicks can lead to inaccurately
measuring the effectiveness of your campaigns,
causing you to place your focus on social
networks that don’t actually increase ROI
Conversions Tell the Story
By seeing which networks and discussion groups
converted the highest, you can understand where
to apply your limited time and resources
LinkedIn: A Social Selling Powerhouse
For his social marketing and social selling needs,
Tom understood that LinkedIn provided the
greatest opportunity for success. He was able to
take this realization and focus his attentions on
the right places and drive sales for his book.

16. Oktopost helped Tom save time, reach an
expansive target audience, and understand the
effectiveness of his social activities.
Find out more about how Oktopost can help you

17. Thanks!
Questions? feel free to contact us @Oktopost
or find us on Facebook