Inbound Lead Acquisition/ Generation

  • Winning Category: Inbound Lead Acquisition/Generation
  • Campaign: Medium Data
  • Client: Tableau Software

The Lowdown: Tableau’s software delivers fast analytics, visualization and rapid-fire business intelligence on data of any size, format, or subject. The campaign was aimed at spreading the word that Tableau allows users to get answers from data quickly, no programming required. From executive dashboards to ad-hoc reports, Tableau lets you share mobile and browser-based, interactive analytics in a few clicks. The Tableau team had three goals for this quick-hit campaign: to foster discussion on social media platforms, gain interest and coverage from the media and drive product trials to its website.

The campaign ran for one day only, so the team had to move quickly to have everything go off without a hitch. A cross-functional team of marketers worked together to make it all happen. This involved creating a script, producing a video, creating a new webpage, pulling together a social media plan and incentives given to users who engaged with the campaign.

The social campaign was the most integral part of the campaign. The team used Hootsuite to manage all social sharing and conversation. Marketers used the in-house website CMS, Drupal, to create the page, hosted the video on the Tableau YouTube page and used Google Analytics to measure success.

The campaign received a wide variety of media coverage, a big boost in social shares on Facebook, Twitter, Google Plus and LinkedIn, as well as 850 clicks to its custom Bit.ly link. 130 product trials were attributed directly to this campaign.

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