Enterprise communications provider, Avaya (manufacturer of the popular Audix voicemail system) needs a constant stream of inbound business leads for its hardware, software and services products. And it leverages Twitter to the tune of a $250,000 business lead recently.source -- What are some good examples of B2B organizations using social media? - Quora
b2bMuch as I do in my business, Avaya wisely uses Twitter's search tool to monitor for demand across the vast, babbling Twittersphere. It uses the micro-blogging service to garner attention of prospective customers using outbound messages but it doesn't stop there.
The company literally listens for cues from prospects who are expressing purchase intent. Avaya monitors for key phrases used by Tweeters and acts accordingly.
For instance, a staffer may identify a prospect expressing a specific need. Or perhaps intent to switch service providers. This allows Avaya to step in and assist the prospect.
BreakthroughIn June 2009, Avayas team discovered a 57-character tweet. This started the relationship with a potential customer:
“[...] or avaya? Time for a new phone system very soon,” the prospect's tweet read.
Moments after the tweet was posted, an Avaya team member spotted it and responded by tweet:
“@[customer] – let me know if we can help you – we have some Strategic Consultants that can help you assess your needs.”
New CustomerThe potential customer did just that. And 13 days later, Avaya closed a $250,000 sale.
For Avaya, Twitter isn't seen as another channel to grab at attention by handing out discount promotion codes. It's a tool to discover demand in various stages – and chase after it.
In this instance purchase intent was immediate. In other cases it may need to be nurtured along over a longer period of time.