The social media marketing platform that competes with the likes of Wildfire, Sprinklr, and Involver grew 440 percent last year, went global, and added companies like Coca-Cola, Amazon, and L’Oreal — you may have heard of them once or twice — to its now 8,000-strong client list.
How? Through the back door.
“We’ve basically built our company around the notion of a self-service platform,” chief executive Wendell Landsford told me from New York today. “People try for free, and if they see value, they keep using the product.”
That started with perhaps humble beginnings with small companies as social marketers created Facebook photo contests and Twitter retweet offers. But it led to massive opportunities at some of the largest corporations in the world.
“As we got success on the self-service product, we started to be adopted bottom-up in enterprise organizations,” Wendell said. “In companies like Unilever, Viacom, or Pepsi, some marketer might try OfferPop. Then we’d reach out, establish a relationship, and get more exposure in these companies, which broadened our footprint.”
Initial success led to Offerpop codifying these opportunities into a sales process, and the company now has a specific division of its sales force dedicated to key enterprise accounts. It’s the new enterprise sales model, Wendell says, with Salesforce.com as its “poster child.”
The model works for upstart young startups. But it also has significant benefits for enterprise companies. As Wendell says, one massive bonus to this model is that a product “has to prove its worth … companies don’t end up with shelfware.”
Offerpop, which closed a $5.7 million series B founding round in December, is now expanding internationally, opening an office in the U.K. and one other to-be-determined location. That’s a direct result of having internationalized the product, translating it to 17 different languages in early 2012. (Which, by the way, is also helpful for major brands, who typically do business internationally.)
Perhaps the most interesting news, however, is the new product suite that Offerpop will be announcing in February. While the company wouldn’t release full details yet, Wendell did give me a sneak peek: “big data.”
“As companies use Offerpop and expand to 350 campaigns or more, there’s a ton of data that gets built up and captured,” he said. “Historically, that’s been kept in individual campaign reports, but it doesn’t provide cohesive, actionable insight.”
So Offerpop is pulling out all the data from all of a company’s campaigns, enriching it with everything that it knows about the company’s fans and customers — including the content they tend to respond to — and making is useable for better marketing on social media, as well as multichannel marketing via email, online marketing, and more.
It’s probably not a coincidence that this product sounds perfect for enterprise as well.
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