TTI Success Insights (TTI SI) is the world’s leading source for research-based workplace and personal assessments and coaching tools. The company provides personal and professional assessment tools through a distribution network of 7,000 distributors worldwide in 90 countries and 40 languages.
The TTI SI marketing department is a team of five, including content creators, digital marketing analysts, and designers. The team’s mission is to grow the brand’s existing network of distributors and drive greater overall awareness of the brand’s services and thought leadership.
Given the international distribution network for TTI SI assessments, the need for a unified global brand became evident. Reporting gaps and siloed analytics were a major pain point in the team’s quest to develop a unified brand strategy. After evaluating social analytics platforms, TTI SI ultimately turned to TrackMaven in November 2014 for a comprehensive understanding of the brand’s market performance against global competitors.
"I am continually impressed by what TrackMaven analytics reveal about our competition, along with the strategy the TrackMaven team recommends to always stay a step ahead.”
Upon onboarding with TrackMaven, TTI SI’s CEO set ambitious goals for growth in both the distribution networks and brand awareness. To achieve these goals, the marketing team used the TrackMaven platform to refocus around the most relevant industry trends. They analyzed top-performing content from major industry publications and common content sources for their buyer persona, such as The Harvard Business Review, The Wall Street Journal, and others.
From a workflow perspective, the TTI SI marketing team incorporated TrackMaven into their daily responsibilities. Weekly editorial meetings begin in TrackMaven to understand the trending content from the previous week and its impact on campaign performance and conversions. The team’s creative director uses TrackMaven as well to understand what’s working for the brand and for competitors from a visual standpoint.
To prove the results of their efforts, the TTI SI marketing team relies on TrackMaven’s executive reporting capabilities. Reports demonstrating the impact of marketing campaigns are shared with the CEO and other leaders in the company. One of the team’s favorite metrics from TrackMaven analyzes the brand’s interactions per post per 1,000 followers versus top competitors (see graphs below). This metric serves as a reliable benchmark to understand where competitors are on every channel, where TTI SI is winning, and where there are opportunities to build conversations and better content.
Further “Aha!” moments come from quarterly business reviews with TrackMaven’s customer success team. The TTI SI marketing team adjusts their strategy based on recommendations from their designated Customer Success Maven, John, and has seen more precipitous growth on Facebook, Twitter, and LinkedIn as a result.
Since launching with TrackMaven in November 2014, TTI SI has come to lead the management assessment industry internationally on social media. On Facebook in particular, TTI SI sees four times more engagement than the closest competitor, even when accounting for differences in posting frequency and follower size.
On Twitter, TTI SI continues to see steady growth in engagement alongside surging follower counts. The brand’s own Twitter engagement ratio — measured as the average number of interactions per post per 1,000 followers — rose by 60 percent year over year, from May 2015 to May 2016.
The impact of the team’s data-driven approach to content creation can be seen most clearly on the company’s blog. By the end of the first 16 months as a TrackMaven customer, the average number of social shares per post on TTI SI’s company blog had tripled.
TTI SI continues to use TrackMaven’s marketing analytics platform to drive value across its growing network of international distributors. “TrackMaven is one of those rare platforms that you wish you had come up with yourself. After experiencing it you’ll wonder how you ever got along without it,” says Bobby Tyning, Creative Director at TTI SI. “I am continually impressed by what TrackMaven analytics reveal about our competition, along with the strategy the TrackMaven team recommends to always stay a step ahead. TrackMaven provides stellar support to our business and marketing efforts, and I know we would not be where we are in the marketplace today without their invaluable insight.”