B2B Social Media Management for ExpenseWire
ExpenseWire
Long-term organic social media management for ExpenseWire, a Paychex expense management software brand, using LinkedIn, Facebook, and Twitter to educate business decision-makers, build brand awareness, and move prospects further into the sales funnel.
Turning Expense Management Expertise Into B2B Content on LinkedIn
Yancey Red managed ExpenseWire’s organic social media presence for more than three years across LinkedIn, Facebook, and Twitter. The strategy focused on reaching HR leaders and other business decision-makers with useful, educational content around expense reporting and management.
We regularly transformed information from ExpenseWire’s gated white papers and other resources into concise social content, extending the value of the company’s existing thought leadership while driving audiences back to deeper resources. Social messaging also became a direct line between the brand and its audience, with prospects asking questions and existing customers sharing feedback and product suggestions.
“My company contracted Yancey Red to run social media campaigns for our B2B HR technology suite of products. Since bringing them on as a vendor, we’ve seen a big jump in engagement both from our internal team, and potential customers. The principle of the agency is very easy to work with and gets down to business during creative meetings, saving us both time and money. Highly recommended.”
About The Client
ExpenseWire was a Paychex expense management software brand designed to simplify business expense reporting, approval, and management. As part of the larger Paychex organization, ExpenseWire marketed to businesses across the United States, with HR leaders among its key audiences.
The Process
Yancey Red built an education-first B2B content strategy across LinkedIn, Facebook, and Twitter. Rather than simply promoting the software, we used social media to make expense management topics useful and easy to understand at a glance.
Each month, we also mined ExpenseWire’s gated white papers for valuable information that could be repurposed into social content. Strategic copy was paired with brand-appropriate imagery, giving the company a steady stream of educational posts while creating additional pathways back to its longer-form resources.
Over more than three years, that consistency also turned social media into a two-way channel. Prospective customers began reaching out with questions, while existing customers used direct messaging to provide feedback and suggestions about the SaaS product.
Social Media Results
Over more than three years, Yancey Red built ExpenseWire’s organic social media presence into an active part of its B2B marketing and lead-generation funnel. Prospective customers began using social messaging to ask questions, while existing customers used it to share product feedback and suggestions.
By consistently repurposing gated white paper content for social media, we increased white paper downloads and related funnel activity by more than 50%. That content supported inbound lead growth and pipeline influence by giving prospects useful information before they ever reached a sales conversation.
The result was social media that did more than build awareness. It created trust, encouraged prospects to engage with ExpenseWire’s expertise, and moved potential customers closer to a conversation with the company.
Looking for B2B social media that contributes to more than impressions and follower counts? Talk to Yancey Red about organic social media management designed to support inbound leads, pipeline activity, and the sales process.