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

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.