CASE STUDY
Hootsuite
Conducting research to elevate thinking and credibility in the marketplace
Challenge
Technology companies are prolific content creators. They’re often among the most mature in terms of content quality and effectiveness to influence prospects. That said, they also seek out trusted, independent voices to add credibility to their content marketing and to present their value propositions from an outsider’s perspective.
Hootsuite had some research that indicated the use of their tools helped their customers digitally transform—an important value proposition given the global pandemic and the huge investments many of their customers are making in digital transformation efforts. Hootsuite hired Altimeter to research this topic and create co-branded content to lend credibility to this value proposition.
Solutions
Altimeter analysts held working sessions with senior leaders to understand the problem they wished to solve. We developed a number of hypotheses for how social media helps organizations transform as a value proposition for Hootsuite. We then designed qualitative and quantitative research to test our hypotheses. This involved interviewing team members, customers and independent thought leaders—as well as a large global survey of more than 2,000 social media professionals. The output of our research included a public-facing research report, speaking engagements, webinars and slide presentations for sales.
Results
The report exceeded Hootsuite’s expectations. James Mulvey, Head of Content at Hootsuite, shared his experience:
“Unmatched expertise in digital transformation and an incredible team of analysts and marketing experts. Hootsuite engaged Altimeter to help us create an integrated global thought leadership campaign on how advanced organizations used social media to transform their marketing, sales, and HR departments. Right from the start, Ed and Charlene blew us away with how quickly they analyzed our industry, the new insights they uncovered, and the clear framework they built that became the cornerstone of the campaign.
The campaign performed very well, exceeding our sourced pipeline targets and significantly growing our database of prospects. We conducted a quantitative survey, Charlene ran qualitative interviews with our customers and worked with us to deliver an outstanding report and assets for our sales team. Charlene also spoke to our sales teams, shared the research with a select group of our strategic customer accounts, and spoke at our virtual conference, CXN.
We’ve tried other agencies before for creating reports. Altimeter delivered a much better product. Altimeter has deep expertise in digital transformation, social strategies, and understands what executives need and want from thought leadership content. We definitely will work with them again!”
“We’ve tried other agencies before for creating reports. Altimeter delivered a much better product. Altimeter has deep expertise in digital transformation, social strategies, and understands what executives need and want from thought leadership content. We definitely will work with them again!”
James Mulvey
Head of Content