MuleSoft has used Smarp as an influencer tool – engaging its employees and those connected with them on social media.
MuleSoft’s mission is to help organizations change and innovate faster by connecting the world’s applications, data and devices. MuleSoft provides the leading platform for building application networks. Founded in 2006, the company is based in San Francisco.
MuleSoft has received several awards, and in 2016 it was named #20 on Forbes’ list of leading private companies in cloud computing Forbes Cloud 100. The San Francisco Business Times and San Jose/Silicon Valley Business Journal have also named MuleSoft as one of the Bay Area’s best places to work in 2016.
Looking for thought leadership
There were two reasons why MuleSoft started to look into tools to support its sales and marketing processes; the team wanted to explore a way to generate more leads and to expand the thought leadership of the employees and executive team. The company chose Employee Advocacy as a way to combine these goals.
Shohil Kothari, MuleSoft’s Digital Marketing Manager, says that the company made the decision to go for Smarp after looking at several vendors because Smarp did things the way they liked. It had a simple and easy-to-use interface and it didn’t force them into different areas they didn’t need. “We looked at numerous vendors, and the reason we went for Smarp is that it’s very light-weight. It seemed to have an intuitive interface without a bunch of extra things that could get in the way of people adopting it.”
Moving prospects down the purchase funnel
Sales leadership and the marketing department have been involved and engaged with the program from the start. The internal engagement rate of the program is significant – Smarp’s data reveals that 88.9% of MuleSoft’s employees on Smarp use the tool on a monthly basis*. Analytics of the tool also reveal that up to two-thirds of the posts are proposed by employees*.
Smarp has turned out to be an influencer tool – potential or existing customers connected via LinkedIn or Twitter to the company’s sales staff are seeing a stream of content that helps them move down the funnel. With Smarp, MuleSoft publishes a combination of their own and third-party content on several topics around technology and connectivity technologies that the company speaks to. According to Kothari, about 15-20 prospects engage with the content shared by employees on a monthly basis.
“We’ve seen an increase in employee activity on LinkedIn, where people were not posting on before,” Kothari says. Also Twitter activity has picked up – many people were previously active on Twitter, but not to the extent they are now. LinkedIn has turned out to be a particularly valuable channel because that’s where prospects go and where they’re connected with the people they work with. “We see employees sharing a lot of this content and sharing each other’s content as well, so there’s a nice network effect there.”
Native feature within the organization
Smarp has been closely integrated into the onboarding process at MuleSoft and newcomers are trained and encouraged to use it. Those engaged with Smarp hold the tool in high regard and use it actively. “It’s not an afterthought to them but something that they treat as high value,” Kothari says.
Smarp makes it possible to look at social selling through the entire purchase funnel, and gives credibility and proof for moving deals on social media. “That’s a great shift in mentality in terms of thinking of new avenues to reach out audience, and as a company we like to try new things in order to amplify ourselves.”
*Data measured on Smarp service
MuleSoft’s mission is to help organizations change and innovate faster by connecting the world’s applications, data and devices. With an API-led approach to connectivity, MuleSoft’s market-leading Anypoint Platform™ is enabling over 1,000 organizations in more than 60 countries to build application networks that increase the clockspeed of business. For more information, visit https://www.mulesoft.com. MuleSoft is a registered trademark of MuleSoft, Inc. All other marks are those of respective owners.
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