SUMMARY: For B2B marketers, the wealth of knowledge within their company can be a resource for lead generation and industry thought leadership. The trick is tapping into that knowledge and getting it in front of clients and prospects.
One professional services organization harnessed its employees’ knowledge and leveraged social media to encourage engagement and collaboration. It then added a gamification element to ensure those employees were actively involved in the entire program.
This effort doubled website traffic from social media platforms and increased social traffic 20% month-over-month from its launch in January 2012.