SUMMARY: The topic for this B2B social media case study is familiar: LinkedIn. The overall strategy and goal are also familiar: Use third-party validation from customers for thought leadership and brand awareness, and build an online community around a specific target audience.
The twist comes in the actual channel used to execute this campaign. DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers. Read on to learn the results of this marketing effort.