03
May 2024
How Mentionlytics Helped Customers.ai Measure its Brand Awareness
Mentionlytics not only helped Customers.ai assess the effectiveness of their campaign but also revealed valuable earned media opportunities.
CASE STUDY
How Mentionlytics Helped Customers.ai Measure its Brand Awareness
Client: Customers.ai
Contact Person: Virginia Nussey, Customers.ai’s marketing VP
42%
increase in the volume of mentions .
38%
increase in social reach .
728%
increase in social engagement .
Customers.ai, a young and ambitious B2B marketing and sales platform, faced a challenge: measuring the impact of their brand awareness efforts.
To solve this problem, Customers.ai started using Mentionlytics, to monitor their brand online. They achieved significant results and efficiency in only a few weeks of using the app.
The results were impressive.
- 42% increase in brand mentions during and after running the campaign
- 38% increase in social reach and visibility
- 728% increase in social engagement
Beyond these impressive metrics, Mentionlytics offered additional benefits:
- Analyze the sentiment of these mentions, understanding audience perception
- Identify industry influencers who mentioned Customers.ai, opening doors for collaboration
- Save time by automating routine tasks and focusing on strategic efforts
Mentionlytics not only helped Customers.ai assess the effectiveness of their campaign but also revealed valuable earned media opportunities.
But let’s dive into detail.
About Customers.ai
Based in Boston and founded in 2018, Customers.ai is a young company specializing in digital marketing and sales. Their platform, powered by AI, helps businesses find and engage with potential customers across various channels like email, SMS, and social media.
By effectively targeting website visitors and offering cost-efficient solutions, Customers.ai challenges traditional advertising methods by being 10-100 times more effective.
It provides valuable data about website visitors such as their company data, contact name & email, real-time visitor identification, and their time on the page. That way they help companies find promising leads and secure major contracts.
The Challenge: Measuring branding campaigns outcomes
To become the thought leader in the industry, the Customers.ai content team regularly organizes various marketing summits, webinars, conferences, and paid campaigns to showcase their platform’s value and provide practical use cases on how their tool can help marketers.
One of their grand plans in the marketing department for the first quarter was launching “Ad Universe Summit.” This summit was held in February 2024 and featured more than 20 advertising thought leaders to discuss the latest trends and strategies in the industry.
With its diverse lineup of industry experts and cutting-edge topics, this summit was a great opportunity for Customers.ai to create a good deal of buzz around their brand. Surely, the event was going to be organically promoted by the participants on their social channels as well — another great opportunity to spread the word about Customers.ai.
However, a crucial question remained: Did all these efforts translate to improved brand visibility? If so, by how much?
To solve this problem, Virginia Nussey, the marketing VP at Customers.ai dedicated to raising awareness turned to social listening tools.
“Being a startup, our product has really evolved over the last five years,” Virginia explains. “We’re pushing hard to be seen as leaders in our industry. We wanted to measure our efforts properly and know if all this hustle is paying off in terms of our visibility and reach.”
She needed a reliable way to track the effectiveness of their campaigns and understand how well their brand resonated with their audience. To achieve this, she teamed up with Mentionlytics to help Customer.ai keep track of brand mentions and see if their brand awareness was improving.
The Solution: Social Listening
After trying a few social listening tools and not getting exactly the results she wanted, Virginia turned to Mentionlytics. Right away, she was impressed by Mentionlytics’ intuitive interface and comprehensive data. It was clear this tool could deliver the insights she needed.
I found everything I was looking for in Mentionlytics! Other tools I used were either not functioning properly or were out of our budget. But with Mentionlytics, I could easily fetch all the information about our brand.
Virginia NusseyCustomers.ai Marketing VP
With Mentionlytics in hand, Virginia actively tracked their brand mentions on various platforms, including social media channels like LinkedIn, YouTube, Facebook, and Instagram. She found valuable insights and conversations about how their brand was being discussed and perceived during and after the summit.
Mentionlytics’ precise mention tracker ensured Virginia wouldn’t miss a single mention of their branded keywords during the Ad Universe Summit, even if attendees didn’t tag them directly.
“Before using Mentionlytics, measuring our brand awareness KPIs was a challenge. As a one-person department, it was almost impossible to go through ALL the mentions, let alone that I wasn’t quite sure about the quality of these mentions.”
For Virginia, automating tasks to save time and focus on broader brand awareness strategies was crucial. Mentionlytics’ AI features allowed her to achieve both.
“Unlike other expensive tools limited to a few channels, Mentionlytics lets me monitor all major social media platforms all at once.”
Results: More Visibility and Buzz Generation
Measuring Brand Awareness Campaigns Effectiveness
Customers.ai’s initial goal was to achieve a 25% increase in brand awareness after running the summits, but the results they achieved and measured using Mentionlytics were far more impressive!
They saw a staggering 42% increase in brand mentions and an equally impressive 728% increase in engagement in the month following the event.
Not only could they see how much buzz the campaign created, but they also could detect the feelings of the participants in the program, whether they were satisfied, or if they had any suggestions or comments.
Another great feature that Virginia found helpful was the visualization of data in the platform. This helped her quickly detect any surge in mentions and easily compare the volume between periods.
The media pie chart, on the other hand, provided Virginia with a clear breakdown of campaign performance across different social media platforms, highlighting which channels generated the most buzz and engagement.
These insights, including the ability to compare their share of voice and benchmark their marketing efforts against competitors, helped the Customers.ai team refine their strategy for the next campaign, focusing on the channels that generated the highest engagement and reach.
Finding Collaboration Opportunities
But measuring brand awareness is about more than just tracking planned campaigns. Sometimes, brands gain valuable earned media, without even knowing it. That’s exactly what happened for Customers.ai.
While using Mentionlytics, Virginia stumbled upon some unexpected and interesting shoutouts of their brand by industry influencers. This was yet another great opportunity to seize and improve their brand awareness.
“We found a YouTube channel that featured us as a top chatbot tool, and the video already had over 3,000 views! It was great to see our brand recognition, but Mentionlytics also revealed a gap in awareness. While our product offers much more than chatbot functionality now, the video only mentioned that aspect. This is a perfect chance to connect with the influencer and share our full range of features. They might be interested in creating an updated video that reflects our current capabilities!”
It’s only been a few months since Customers.ai started using Mentionlytics, but they already see the great impact and potential. Thanks to the platform, Customers.ai is following every single lead and gaining deeper customer insights to further improve their marketing strategies.
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