Case study · Financial, B2B Technology

Listening to B2B payments audiences to set a baseline for global campaigns

How Trellist built a social listening and analytics strategy for a payments company's B2B technologies, creating an earned social measurement framework and baseline metrics that guide media planning, content, and competitive strategy.

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Client: Global payments technology company
Industry: Financial B2B Technology
Services: Customer Intelligence & Data

The challenge

Our client markets B2B payment technologies to business buyers around the world. It wanted to know what those audiences were saying, which trends were emerging, and where the opportunities lay.

Campaigns were running globally, but there was no consistent way to measure earned social impact or compare the conversation against core competitors. Without a baseline, it was hard to tell whether a new activation had moved anything.

What we did

Trellist delivered strategic social listening, reporting, and analytics services to find audience trends and opportunities.

A strategy built for B2B payments. We built a listening and analytics strategy focused on the company's B2B payment technologies.
A competitive view of the conversation. Trellist analyzed consumer and customer social discussions about the company and its core competitors.
An earned social measurement framework. Those insights became a framework to help drive global campaigns and initiatives.
Baselines for what comes next. We established baseline metrics to measure the impact of future campaign activations.

The impact, measured

The company gained a repeatable way to measure earned social impact, with learnings that feed media planning, content optimization, and competitive strategy.