Amplify Your Twitter Marketing Campaigns with Azuqua

Twitter Bird, Tweeting, Social Marketing

Editor’s Note: Today’s Post is from Claire Koerner, marketing manager at Azuqua

With CRM, social media, cloud services, SaaS tools and more, marketers have access to vast quantities of customer information. That’s the upside. The downside is it can be a time-consuming task analyzing all that data in order to identify and act on the most important and relevant content. Creating simple business process to address this issue can be a challenge, and usually require a dependency on already stressed IT departments.

After years of suffering through the old enterprise integration headaches, made worse by the shift to the cloud and the abundance of SaaS services available today, we knew there had to be a better way to make cloud services work together.

At Azuqua we set out to do just that. For almost any cloud service you use, Azuqua can link it to two or more services, implement logic functions, and send relevant data where you need it, when you need it – without having to write a single line of code.

As you’ll see in the screenshots below, we created an easy drag-and-drop visual designer that lets anyone in the organization – technically inclined or not — connect events, actions and logic functions to automate workflows. These processes, or Flõs as we call them, can handle any operation, whether it’s analyzing Twitter messages for negative sentiment and creating support tickets in Salesforce, or monitoring Bing for relevant news articles and automatically tweeting to your followers. VentureBeat called our Flõs “virtual glue sticks,” a great visual for how you can use Azuqua to control your cloud.

Today’s focus is how marketers such as yourself can use Azuqua to save time and increase the quality of Twitter marketing efforts in two specific ways. In the first example, we show how you can automatically monitor Twitter for negative company mentions and take immediate action. In the second, we demonstrate how you can join in Twitter using hashtags your customers are already following:

How to Create Flõ #1: Twitter Sentiment to CRM to Email

This Flõ monitors Twitter for company mentions within a specified geographic location, analyzes tweets for negative sentiment, and automatically creates a record of your unhappy customer in the CRM tool of your choice. The Flõ then alerts the appropriate person within your organization via email so they can take immediate action.

Why You Need It:

  • Know what’s being said about your company, especially when it’s not-so-positive
  • Monitor customers within a certain geographic location if desired
  • Catch negative comments on Twitter without sifting through every mention
  • Track unhappy customers in CRM and be able to respond immediately
  • Maintain a positive, customer-focused online reputation

Step 1: On Azuqua, use the Twitter channel and type in the keyword (usually company name) as well as the geographic location within which you would like to monitor customer tweets. Note: You can choose to only monitor a term instead of also tracking mentions within a location, depending on your needs. We choose to only monitor for our company name when using this Flõ.

Step 2: Add in the Sentiment Analyzer and Continue If logic functions to determine if the tweet is negative.

Step 3: Select your CRM tool of choice and add an email channel to finish out the Flõ. See the Flõ we created for our own Twitter marketing below. Then, click here for a video describing how to set up this Flõ on your own account. Social monitoring, social marketing

How to Create Flõ #2: Twitter Hashtags to Smartsheet to Email

This Flõ monitors Twitter for a specific term, separates the entities from the tweet such as the hashtags, username, content, URLs and time of the tweet, and then logs that information in Smartsheet. The Flõ then alerts you via email so that you can compose a tweet quickly using the same hashtags your customers are already following.

Why You Need It:

  • Track hashtags your customers are using when tweeting about a specific term
  • Get email alerts so you can join the conversation in a timely, relevant way
  • Collect relevant information about your customers and what they care about
  • Use those same hashtags in your own tweets

Step 1: Select the Twitter channel within Azuqua and enter the keyword you wish to track.

Step 2: Use the Tweet Parser to find all the entities within a tweet.

Step 3: Set up a Smartsheet that contains the correct columns for your tweet entities, and then add the Smartsheet channel to your Flõ.

Step 4: Finally, add the email channel to be automatically alerted of the tweet content. Below is the Flõ we use on a daily basis for twitter monitoring. If you want to set it up on your own account, check out this how-to video. twitter, smartsheet, social monitoring, social marketing


Today’s Author: Azuqua, social marketingClaire Koerner is the marketing manager at Azuqua, and loves working for a company that is developing ways to make her job easier. Check out Azuqua’s summertime blog series on how to “work less and tan more.” You can follow Azuqua and get more marketing tips on Twitter @azuqua.




Great Twitter Bird Image by Andreas Eldh

The Secret to Supercharging Your Content Production

Editor’s note: Today’s post is from Liz O’Neill from Kapost. Her last Funnelholic guest post knocked it out of the park. She’s back and appreciate the value Kapost is trying to deliver to the content marketing world with the templates they are offering. See more below!

Marketers today are under a lot of pressure. They’re responsible not only for engaging leads, but also for converting prospects, driving revenue and retaining business.

The major tool at their disposal? High-quality content at every stage of the funnel. And to beat the competition, they need to create a lot of it. In other words, they need to scale their content marketing production.

And it’s at this stage where most marketers stumble.

Why? Because as content demands grow, ad hoc processes fail. And building entirely new content workflows steal valuable time and resources away from actually producing that content, capturing leads, and driving revenue. [Read more...]

This is Optimizely’s Home Page

Optimizely helps organizations optimize their websites via A/B testing. (Pretty surprising considering the company name…I am full of big surprises) I only mention this because they clearly know how to create pages that convert. In other words, copy them. I don’t confess to be the world’s greatest web designer (please see the Funnelholic design for example) but I do know marketing, follow marketing trends, and know who we should all copy and follow. The simple call-to-action home page is one of my favorites if not my #1. This is not a new trend, but clearly one that has not been picked up by 99.3% of business websites out there. Oh and this is the shortest blog post I have written in years but I think I make my point. Check it.

online marketing, optimization

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

5 Ways for Marketers at Mid-Sized Companies to Survive (and Thrive)

Today’s author is Dennis Shiao, Director of Product Marketing at DNN. He is awesome and this research is really interesting. We are lucky to have the opportunity to have him on the Funnelholic today.


I’m trying to channel my inner Billy Beane. No, I don’t imagine that Brad Pitt will play my role in a made-for-Hollywood true story. You see, I’m a marketer at a mid-sized software company (DNN). In Marketing, we’re like the front office of a ball club. We make moves and stay on the look-out for interesting opportunities. But like Billy Beane’s Oakland A’s in the late 90’s and early 2000’s, we have limited resources, compared to the New York Yankees of the software world. Despite that, management expects us to contend for a championship. This means that we have expectations comparable to the Yankees, but far less resources available. You know what else? The “Moneyball” tactics employed by Billy Beane (i.e. using analytics to derive unfair gains against statistically-averse competitors) are now commonplace in Marketing. That means that “test, measure, adapt, interate” is part and parcel of being a marketer today. Beating the Yankees requires far more than that.

Marketing Got Complicated

But wait, there’s more. According to a research report commissioned by DNN, marketers at mid-sized companies are faced with an increasing degree of complexity in the tools and systems they use.

dnn, marketing, marketing technology[Download a copy of the report, “Marketing Got Complicated: Challenges (and Opportunities) for Marketers at Mid-Sized Companies.] [Read more...]

We Used this Video as our Webinar Reminder and It’s Awesome

As we prepared to produce the Funnelholic Virtual Sales Summit, Andrew Angus from Switch Video came to us and said: “I have something really cool we want to do for the reminder email.” Keep in mind, we are always looking for marketing innovation and especially online event innovation. So, of course, we said “Yes, yes, and yes”.

And it’s awesome. Basically, Andrew’s team created a video reminder for the event which is already awesome but it takes the person’s name and company and automatically inserts it into the video. Bingo! Personalization!! If you signed up, you will get yours in an hour.

I see some many other use cases for this solution — personalized product/explainer videos for sales (personalized animated email follow-up or more — you can animate a lot of the sales process), lead follow up for marketing (lead comes in and send personalized video), the list goes on and on. I love it and people love short, entertaining videos. Check out and thank Switch Video when you get a chance or contact Andrew yourself…

And the video:

[Read more...]

Your Content is the New Cold Call

Editor’s note: Today’s post is from myDocket CEO Jason Wesbecher. Jason did a previous post on the Funnelholic: The “3 Ps” of Killer Drip Campaigns. The post absolutely blew up — tons of traffic, lots of compliments. So when Jason had another idea for the post — I jumped on it. Jason and the team at MyDocket are taking on a challenge that is near and dear  to my heart — helping sales leverage content when selling. This is a great post…enjoy.

content selling, prospectingA few weeks ago I had the opportunity to attend Forrester’s Sales Enablement [Read more...]

Introducing Content Scoring: The Metric That Will Revolutionize Your Marketing

Editor’s note: Today’s post is from Liz O’Neill from Kapost. Couple reasons I asked a Kapost writer to write again for the Funnelholic. First, the earlier post on managing an editorial calendar was awesome and got fantastic traffic. Secondly, they announced content scoring and I think it’s an exciting breakthrough in content marketing. Oh and they have great writers. Liz is one of those great writers as you can tell by this thorough and well-written post. Enjoy.

There’s no denying the imperative role content plays in propelling buyers down the funnel. 93% of B2B marketers use content marketing and 78% of CMOs think it’s the future of the industry.

Marketers are expected to publish content that results in a constant stream of valuable leads. While innovations like lead scoring offer insight into whether marketers are hitting lead gen goals, understanding exactly why they are — and what content influenced those leads — has involved a lot of “educated guessing.” Until now.

Content scoring is a process that reveals exactly how many leads and opportunities a piece of content generates. Unlike pageviews, uniques and shares, content score applies an actual numerical value (a “content score”) to the content an organization produces based on how leads, opportunities or closed deals interacted with that content.

The result is valuable insight into the true ROI of content, enabling marketers to make informed decisions about which content assets to produce.

How Content Scoring Works

So, how does content scoring work exactly? Put simply, it works backwards from a buyer’s journey to specified conversion stage, highlighting the content that buyer digested along the way.

Let’s explore by taking a look at the journeys of two marketing qualified leads (MQLs).

content marketing, demand generation,

[Read more...]