The Challenge
Wistia's audience is broad - basically, any company concerned with keeping an audience engaged with a website or video.
In the early days, it was easy to keep track of their customers and identify sources of traction, but as Wistia grew, they found that they needed a better way to determine who their ideal customers really were in order to make effective marketing and advertising decisions.
The Solution
The team at Wistia immediately saw the value of Clearbit's API and integrated to learn more about their customers and build startlingly effective inbound and outbound marketing campaigns.
1. To determine who their customer really was, team Wistia ran their existing database through Clearbit's Enrichment API.
With a bit of analysis, they were able to create several specific customer profiles.
Now, each lead that comes in is automatically enriched and placed in a persona.
2. With inbound handled, they turned their attention to optimizing their advertising and marketing efforts, and did something rather clever.
They looked at all of their content and pulled a list of customers who converted after viewing each piece, and using Clearbit, pulled Twitter handles for each.
With these highly targeted handles, they were able to use the tailored audience feature in Twitter's ad platform to identify and advertise to similar users.
The Result
Wistia quickly discovered that they didn't just have 2-3 key markets like they thought, but actually 20-30 distinct markets ranging from medical to marketing.
With new-found insight, they were able to build more personal emails and communications to convert more users into customers, while forging a deeper rapport.
Their brilliant approach of using Clearbit to accurately target twitter users in their content marketing strategy resulted in a huge 250% increase in click-throughs.
