Adobe Social Media Analysis

Campaign ROI, Content Influence, CRM Data Stitching
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Year

2019

Type

Social

Client

Adobe

Role

Analytics

0
DOLLARS IN CLOSED DEALS
0
DOLLARS IN SALES PIPELINE

01 The Results

Content Influences Millions in Sales

  • $7M in closed deals 
  • $3M in sales pipeline

02 The Challenge

Engagement metrics on social media and web analytics can show the popularity of a marketing campaign, but it’s difficult to tie that success to sales, particularly for a B2B company that sees conversions in offline deals.

The social media team for Adobe Experience Cloud turned to Stoke for help connecting online campaign data with CRM data to show the true ROI of its “Hack the Bracket” social engagement campaign. 

03 The Solution

Stoke provided custom consulting along with proprietary data analytics to stitch online visitor IDs to respective CRM accounts. This connection allowed Adobe to see each account that interacted with any “Hack the Bracket” content and assets — whether web pages, blog articles, or paid or organic social media.

Adobe can now see how each piece of content performed and how it contributed to the overall customer journey. One landing page alone was connected to approximately $2 million in pipeline. Having sales data from an awareness campaign was a game-changer for how the social media team’s budget was viewed. Instead of a cost, it became an investment.

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