Twitter marketing tactics: A lesson from @GoToMeeting

I am posting on Sunday night because I wanted to write about a tweet. That’s right a tweet. Here it is:

Background
There is a looming BART strike. BART stands for Bay Area Rapid Transit and it takes 500K commuters in a typical day. If they strike which is official at midnight tonight, traffic will be ridiculous.

So, I am at a barbeque tonight and the BART strike is brought up. Some dude at the dinner says: “I got a really cool promoted tweet today from Citrix that it’s time to get go2meeting.” I went and looked it up.

Why this tweet is a great call
I once talked to Mike Lodato at Network Hardware Resale who told me they lifted email conversion rates by mentioning the local weather. This Citrix tweet takes this concept to a new level. It’s personalized, localized, and relevant to me. It’s also a great example of marketing leveraging a trigger event, an occurrence that will change the day-to-day life of a business person. Business people buy products to solve problems. The BART strike is a problem. When trying to lift your marketing above the noise, do some research to see if you can hit home. I am pretty sure in this case, Citrix was being opportunistic. Many great sales people use trigger events to ignite conversations with their buyers. It’s exciting to see marketing do it as well.

Oh and by the way, at a minimum this message works a lot better than: “Hey I wanted to see what you are using today for your web conferencing.”

Props to Citrix and a great idea for us all to capitalize on.

Couple announcements:

1. Holiday week — I will not be posting much this week. Since you won’t be reading much b2b sales and marketing stuff this week, I think we are good.

2.  TOPO posts — My new company is TOPO. When I post to the TOPO blog, I won’t be posting to the Funnelholic. I don’t want to compete with myself. I usually do a “tie-in” post from the Funnelholic and will do that for my latest labor of love on sales and marketing alignment when we all get back from vacation.

 

Craig Rosenberg is the Funnelholic and a co-founder of Topo. He loves sales, marketing, and things that drive revenue. Follow him on Google+ or Twitter

  • lisahorner

    Thanks Craig! The team hustled to get this up when they heard the announcement about the BART strike – why not use GoToMeeting for free in an instance like this ;) Hope you’re well up there!

  • Brian Bachofner

    Hey, It worked SOOO well, it broke GoToMeeting today. Now join.me is jumping on the bandwagon. let the games continue

  • Allan roger

    I used GoToMeeting for quite some time, and there’s no doubt about it, Citrix has some good products. But I just can’t trust hosted services anymore. I need more security, so I use RHUB’s appliance, which works from behind my firewall (instead of outside of it).