Influencer Campaigns: So Powerful, Even Putin Is Using Them!

Influencer marketing campaigns can have a big impact on audiences — sometimes it’s an entire nation at the peak of a Presidential election. The New York Times recently reported how Vladimir Putin allegedly “ordered an influence campaign in 2016 aimed at the U.S. presidential election,” and it got me thinking about how much influence plays a role in the world beyond the B2B marketplace.

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5 Ways To Avoid The Unfollow Button With Your B2B Social Media Strategy

My normal morning ritual may sound familiar to some people: I pour myself a cup of coffee, look at my email and check out my social feeds to see what is trending. Every so often I find myself unfollowing companies and individuals due to a variety of factors, and I always wondered if people felt the same way I do when someone direct messages me with a “CAN’T MISS OPPORTUNITY!”

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Adobe Launches Tool That Measures Content On Social Media

1adobeAdobe announced it has launched a tool that enables marketers to track and measure social content in real time, according to a report in Adweek. Clients of the company’s social management platform, Adobe Social, will now be able to use the data capabilities of the company’s Analytics suite to see how their content performs on social channels, the company said.

Act-On Debuts New Module For Social Media Attribution

Act-On’s Advanced Social Media Module adds social publishing, listening and reporting capabilities to the company’s marketing automation platform. The company says the solution can provide marketers with a clearer picture of social media's overall business value, including its role in powering the larger customer experience (awareness, acquisition, retention, expansion) and its direct contribution to the bottom line.


The module enables marketers to use key social behaviors from platforms such as Facebook, Twitter, LinkedIn and Google+ to score, segment and nurture buyers. It also tracks conversions of social leads and attributes revenue back to specific campaigns and channels.

Through the module, marketers also can: 

  • Create listening streams across Twitter, LinkedIn and Facebook within a single user interface (UI);
  • Engage from this UI with buyers across all four main social platforms;
  • Publish assets to these platforms from lead gen campaigns;
  • Generate scores by behavior for more tailored offerings;
  • Push social posts onto an “advocacy board” for internal employee advocacy; and
  • Report on campaign performance across channels and advocates.


The module is tailored to B2B social media managers at mid-size and enterprise companies looking to track engagement from clicks to conversions.


Act-On integrates with all major CRM systems, including Salesforce, NetSuite, Sugar and Microsoft Dynamics. 


The module add-on is $6,000 per year, and includes:

  • Five power users who can assign custom roles/permissions;
  • 50 social profiles and 30 advocates;
  • Integrations with marketing apps such as Bitly, Facebook, Google Analytics, etc.; and
  • Social analytics across the sales funnel. 


With Act-On’s Advanced Social Media Module, marketers are able to leverage social behaviors as part of their marketing automation strategy and use those social actions to score, segment and nurture leads. This module is unique for the attribution; marketers can tie revenue back to key social campaigns and channels, as well as to individual social advocates. 


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Portland, OR 97204
Phone: 877-530-1555

5 Ways B2B Companies Can Rule Instagram

rule insta blog

With its emphasis on visual context, it’s no surprise that Instagram has become a huge platform for B2C companies. But when I started thinking about how the channel could benefit B2B companies, I had to pause. I understand why most B2B companies turn to Twitter and LinkedIn to engage with followers. A major con for Instagram is that it doesn’t allow the user to include direct links in their captions like they can with Twitter and LinkedIn, which essentially means companies can’t direct their followers to their websites.

That’s OK! Instagram is still a valuable channel for B2B companies, if they play their cards right. You have to think of Instagram as a “wind down” platform. Users go on it to sit back and enjoy beautiful images, not to be pitched a new solution. So B2B companies should save those types of posts for Twitter and LinkedIn, and use Instagram to engage with followers, potential buyers and prospects in a more casual manner. This is what will drive the relationship and encourage them to constantly think of your company.

Here are five ways B2B companies could rule Instagram, with some examples from major players in the game who are doing it right.

1. Start A Hashtag

1oracleA hashtag that accompanies images of company life and culture is a great way to showcase the people behind a brand. For example, Oracle’s #lifeatOracle hashtag displays company events and volunteer work, while the company’s #MyOracleDesk hashtag highlights employee engagement from their point of view. These fun images will help personalize your company’s Instagram and consolidate images from multiple company and employee Instagram accounts.

2. Promote Your Event


Hosting or sponsoring an event? Use Instagram to promote what’s going on inside a conference to show people what they’re missing, and to get them to attend in the future. Take it a step further to highlight restaurants and activities for your attendees to check out after event hours.

3. Host A Giveaway


Learn from your followers by hosting a giveaway that enables them to share their experiences. For example, Buffer asked followers to share their customer service experience through emojis to score a book.

4. Let (Furry) Friends Takeover


Highlight employees and partners by letting them take over your Instagram account. This will show off your relationships with people inside and outside the company, giving potential prospects a look at what it’s like to have you on their side.

Also, no matter who you are, posting images of animals is sure to be a hit on Instagram. If your company allows pets at the office, why not show them off by letting the little critters take over your Instagram account, as Hootsuite has done?

5. Show Off Upcoming Content

1vidyardIf your company has a mascot, make it the star of your Instagram. Vidyard provides sneak peeks into new content they’re creating by posting photos of their mascot Vbot on the job. This gets followers, clients and prospects excited for what your company has planned in the pipeline.

Is your company doing anything unique to engage with their followers on Instagram? Tweet us at @DG_Report!

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