Frantz Group is executing a winning C-Level appointment setting campaign which deals with an interesting aspect of social marketing: how retailers and other businesses with direct consumer targets can best track and analyze the data collected from their social marketing initiatives.

First, some background: Online shopping showed explosive growth in 2010, and social media participation has skyrocketed. 93% of Americans now research online before shopping. Buyers have turned away from sellers and toward other buyers for input on purchases – 50% of social networkers consider information shared on their networks when making buying decisions, and they are 3 times more likely to trust peers than ads, with 84% saying they would trust user reviews over those from critics. 83% of buyers share information about their purchases. 86% of retailers have Facebook fan pages; companies nurture good will interactively through Facebook, blogs and Twitter and they take online feedback – the good and the bad – for all to read on their sites.

Interestingly, now that retailers and others are able to capture so much valuable buyer information through social dialogue, the question of how best to utilize what’s been collected is becoming an issue.

Frantz Group’s client, one of the largest technology companies in the world, offers education and solutions relating to this complex topic, and FG is executing a C-Level appointment setting program which delivers a value proposition around our client’s social media services, including several aspects of business analytics.

Three notable aspects of Frantz Group’s campaign are:

  • Social media is top-of-mind for all marketing strategy at this time.
  • C-Level prospects are interested in – and ready to – discuss the business value and ROI of our client’s service offerings.
  • Even if a prospect has a social media strategy in place, it’s likely that analytics could be more effectively addressed, which is a strategic topic of interest to the C-Level decision-maker.

Utilizing Frantz Group’s innovative messaging matrix approach for engaging C-level prospects, this campaign is exceeding our client’s expectations. Our initial goal was to deliver 3 leads from 129 target companies by the close of the campaign’s first phase, but FG delivered 5, plus 3 suspects (50% of suspects typically convert with nurturing). The expectation for Phase II was 5 leads from 82 targets, and FG is currently at 15 with Phase II just closing. At this writing, leads in the pipeline are conservatively estimated to represent over $825k in revenue. This campaign has seen both reach rate and conversion rate (of targets reached to MQLs) of 3x the norm for C-Level campaigns.

Frantz Group is now in preparation to begin Phase III of the campaign. We look forward to continued success.