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Khoros offers software and services to help companies win, serve, and grow customers across social marketing, CX Analytics, digital contact centre, and branded communities. To fuel its business growth in APAC, the Khoros ANZ marketing team is tasked with ensuring that quality leads consistently flow through its sales funnel. They turned to LinkedIn as a trusted B2B platform with the capabilities to accurately target and engage their audiences while optimising their funnel from top to bottom.

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Success factor 1

Translating personas into campaign audiences;

Khoros mapped its own customer personas to LinkedIn’s targeting parameters to build custom audience segments.
Leveraged Matched Audiences to target specific companies.
Used the Company Growth filter to identify new prospective accounts.

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Success factor 2

Testing and learning to optimise and scale;

Working with its own award-winning Strategic Services team and digital agency 3WhiteHats, Khoros kept 2 to 5 assets running for every campaign.
Each asset was designed to offer a different form of value exchange (whitepaper, case study, report etc) to mine deeper insights about the content that prospects want and to preempt ad fatigue.
The team kept a close watch on campaign analytics and responded quickly to dips and peaks in order to optimise performance and spend.

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Success factors 3

Validating the quality of leads generated;

With LinkedIn integrated into its internal systems, the Khoros sales and marketing teams share visibility on the quality of leads generated and how these are moved down the funnel to become pipeline opportunities.
Feedback from sales provides the marketing team with insights that it uses to continuously optimise its campaigns on LinkedIn.

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About 60% of all qualified leads we generate in ANZ come from LinkedIn. When you get messages from your Sales Development Advisors about how awesome the leads are, you know you are doing it right.

Phyabae Leong

Marketing Director, APAC
Khoros

As an agency, we are constantly dissecting campaign performance and looking for risks and opportunities. LinkedIn’s campaign analytics and Khoros’ agility and responsiveness really enabled us to optimise every dollar. The team effort shows in the results.

Issac Bullen

Asia Pacific Director
3WhiteHats

Phyabae Leong
Issac Bullen

Khoros enables brands to connect with customers throughout their entire digital journey and create customers for life through its award-winning customer engagement platform. Over 2,000 global brands, including one-third of the Fortune100 companies, use its innovative enterprise solutions to ensure success across digital customer service, messaging, chat, online brand communities, and social media management. Khoros powers more than 500 million daily digital interactions and leverages AI to turn these interactions into insights and action.

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Headquarters:
Austin, Texas

Number of employees
1,001 - 5,000

Industry
Computer Software

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