Why a B2B Brand Is Experimenting With Snapchat

Caitlin Angeloff, Head of Global Social Strategy and Operations at DocuSign, joins the Social Pros Podcast to discuss leveraging social media engagement at every stage of the sales cycle to move audiences from spectators to customers.

In This Episode:

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Full Episode Details

Connecting the Dots

Former-Intern-Turned-Media-Maven Caitlin Angeloff joins Jay and Adam this week to share her successful approach to social media marketing within her brand, DocuSign. Through a combination of thoughtful audience targeting and advocate engagement, Caitlin gives her audience a peek into life at DocuSign while sharing the awesome convenience and widespread application of the product.

With a blog that receives 30,000 unique visits each month and an initial snap that got 20,000 views overnight, she is working proof of the success potential within B2B social.

In This Episode

How a cross-functional approach to identifying and utilizing internal subject matter experts can lead to empowerment and enablement of your brand
Why engaging social media at every stage of the sales cycle turns everybody into brand advocates
How door-to-door sales pitches lead to paid social media activities
Why you shouldn’t have conversations with everybody
Why one-size-fits-all channels are the past and data-driven social strategies are the way of the future

Quotes From This Episode

“When we think about the content that we’re pushing out there in social, we are thinking about the end audience and who we’re trying to reach.” —@caitlinangeloff

“I go door-to-door, and I provide a business case as a form of cookies for people to buy, in the form of a pixel pool.” —@caitlinangeloff

“You talk to different people about different things, and you should always back into it from the data.” —@caitlinangeloff

“Who cares desperately about what it is you have to say? Those are the ones you should be trying to reach.” —@caitlinangeloff

“We want to make sure that people, as they find out about us, they have everything at their fingertips to be successful from day one.” —@caitlinangeloff

Resources

Caitlin’s Twitter: @caitlinangeloff
DocuSign: blog, Instagram, Facebook, and Twitter
Case Study: How DocuSign’s Advocates Influenced More Than $3 Million in Sales Pipeline
MarketingProfs

The Big Two:

Caitlin Angeloff

What’s your one tip for becoming a social pro?

The social media landscape has gotten extremely competitive and specialized since Caitlin started out as a 30-year-old social generalist unpaid intern. However, to start out… you have to start somewhere. She advises you pick your niche—or where it is that you are most likely and most curious to succeed—and dive in.

“Jump in. Go for it. Do it. Don’t wait for somebody to tell you, just go do it.” —@caitlinangeloff

Good questions to ask yourself as you are starting out:

Where do I want to be? What is it that I want to excel at… Advocacy? Influencer marketing? Blogging? Paid social? Content copywriting? The list goes on, but the important thing is to pick something and run with it.

If you could do a Skype call with any living person, who would it be?

In spite of not totally agreeing with the “Lean In” idea, Caitlin would Skype with Facebook’s COO Sheryl Sandberg and chat about how they could help a lot of the women who haven’t had all of the opportunity afforded to Caitlin and Sheryl in their lives. She’d ask her how she continues to do it every day and what advice she offers to tech ladies like Caitlin.

See you next week!

Hosted by:

Jay Baer

Convince & Convert

Adam Brown

Salesforce

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About Social Pros Podcast:

Social Pros is one of the most popular marketing podcasts in the world, and was recently named the best podcast at the Content Marketing Awards. Listen for real insight on the real people doing real work in social media. You get the inside stories and behind-the-scenes secrets about how companies like Ford, Dell, IBM, ESPN, and dozens more staff, operate, and measure their social media programs.

iTunes Reviews:

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I started following Jay on Twitter about a year ago and have really appreciated the great content he has put out. This podcast goes above and beyond though, and really gets to the meat of what is going on in the social and digital media space. Keep up the good work @jaybaer!

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