Results: Engaged Employees and Advanced Analytics in a Fraction of the Time
Gainsight saw stunning success with PostBeyond. In just five months, the Gainsight team saw:
- 2,700+ total shares
- 1.3M+ potential reach
- 22,000+ interactions
- $140,000+ earned media value
- 30%+ above the industry average for employee adoption
- 6,500+ website visitors via content shared by employees
Saphiya has already put the availability of more advanced metrics to good use.
“We try to go beyond some of the more vanity metrics and focus on how it impacts the funnel. . . . It’s very valuable to see how many people are visiting our website from employees’ social posts, and how many of them are registering for our webinars, downloading our gated content, attending our virtual conferences. I think that shows that this program is super important for our company,” she says.
Zoë agrees that PostBeyond has been an important part of audience engagement during the COVID-19 pandemic.
“Since we can’t meet our customers in person, which obviously a lot of B2B companies like to do, now we’re thinking about ways of how we can be where they are. . .we’re putting out more content than we ever have before,” she explains.
And with PostBeyond, it’s easier than ever to share that content with employees and have them share it with their respective audiences. Gainsight produces much of their own content, rather than sharing third-party content, but makes sure to make their branded content educational rather than just promotional. This makes it easier to get employee buy-in because they also benefit from the content.
How Gainsight Uses PostBeyond
How do they put out such high-quality content?
Saphiya explains that she spends, at most, an hour per week managing the PostBeyond platform. That includes reviewing analytics, curating content, and even sending out updates about the platform a few times per week. That means that with the rest of her time, she can focus on the content itself.
The clarity of the analytics also continues to inform their content creation and employee advocacy strategy.
“At the end of the day, all of that data helps us understand the type of content people are interested in. It goes back to content marketing. And we can update our strategy based on what’s performing well and what’s not performing well,” Saphiya says.
They can also track analytics to determine what content their employees are most likely to share, further informing the process and making sure that no time is wasted creating unpopular content.
As they look ahead, they plan to introduce even more types of content in the coming year, continuing to engage employees and audience members alike and centering their human-first approach.
They have a new Head of Sales coming soon and are excited to sign up his team for the platform to ensure that use is as easy as possible for a team as crucial as sales.
Saphiya shares her wisdom with other potential users of PostBeyond:
“I believe employee advocacy is increasingly seen as a crucial component to a company’s online strategy. It can complement your social media marketing program because it ultimately still drives that social media influence. So it is very important, it is a part of your online strategy, so hopefully, if you’re thinking about it, you can see the benefits of it.”