E-Book | “Listen Up: the Definitive Guide to Social Listening” | Meltwater

This e-book was the “big rock” content that led to a campaing that included smaller pieces: webinars, social posts, sales enablement docs, etc. The strategy was to create demand for a social listening tool not just within Marketing, but across the organization. Like all good B2B marketing, the goal here was to make our target buyers’ jobs easier, partially by giving them talking points to ask their managers for a social listening tool budget. (The market was new at this time.) The premise of this book led to a company-wide rebrand and the “Outside Insight” rebrand concept (the below was re-designed after the rebrand). The book itself (.pdf is here) drove thousands of MQLs.