How Robeco increased the conversion rate by 472% when targeting Business Decision Makers in the financial industry.

Key results

+472% Conversions

The conversion rate increased by 472% compared to previous campaigns.

10K+ Website visitors

More than 10K BDMs visited the website directly from the tweet.

7x Impact Multiplier

A 7 times better impact score when comparing the quality of engagers with previous campaigns.


Robeco Asset Management wanted to reach BDMs in the financial industry across 9 countries. The results of Robeco's previous campaigns had to be surpassed. Socialdatabase developed SuperAudiences that were reached with messages on Twitter referring to downloading a book on Robeco’s website.


Socialdatabase has an enriched database of 350+ million Twitter users. Its methodology consists of data-related steps leading to premium audiences. Clear objectives are: less waste, non-spamming, spot-on connections, and more impact.

In this case BDMs within banking, insurances and financial services were selected. The road to the core audience takes 3 steps:

1. Detecting the collective Twitter behavior of BDMs in the financial industry.
2. Building an algorithm to find all other BDMs based on followers, likes and tweets.
3. Selecting only those who are relevant for Robeco.


Addressing the hardcore target group immediately paid off. This way of promoting led to more than 10K relevant website visitors in a few weeks only. And still counting. More importantly, the conversion rate for downloading the book increased by 472% compared to previous campaigns. To conclude, more books were downloaded for a significant lower cost per lead.

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