Recent research shows that cost-per-ad engagement on Twitter have declined by 42% YoY while ad engagements increased by 75% YoY.* Read on to learn how a B2B brand uses Twitter Ads to achieve their marketing goals.
Being a B2B marketer doesn't mean your social media feeds need to be filled with dense whitepapers and reports. There are plenty of interesting ways your B2B brand can share your story.
One B2B brand that stands out with their engaging organic and paid content is San Francisco based collaboration platform @airtable. We chatted with their marketing team to learn about their Twitter strategy.
Tell us a bit about yourself.
Zoelle Egner: I’m the head of customer success, and I also manage our content strategy.
David Peterson: I work on all things growth, from marketing to content to partnerships.
Tell us a bit about Airtable.
Airtable is the all-in-one collaboration platform. With a friendly interface and flexible structure, Airtable doesn’t dictate your workflow: it empowers you to work exactly the way you want.
What does a typical workday look like for you?
We all work across the entire marketing funnel. On a typical day, we’re planning and implementing new digital marketing campaigns, working with partners on co-marketing efforts, and optimizing our efforts.
How does Twitter fit into your marketing mix?
We have customers across all industries, including media and marketing. We find that our target audiences have a particular affinity for Twitter, so it's a key distribution platform for our longer form content. Also, we're lucky enough to have a highly passionate fanbase who often take to Twitter to voice their enthusiasm for our brand.
What are a few Tweet examples that you think really capture the brand?
Airtable may be a tool that people use to organize their work, but we’re not a traditional B2B product. We have everyone from cattle farmers, to fashion designers, to Fortune 500 executives, using Airtable every day to manage their work. At our very heart, we’re a company that’s all about empowering human creativity, and we hope that shines through.
Here are a few of our favorite examples: