The Client Industry: Human Resources
InsideUp Service: Pipeline Create
A subsidiary of a $3 billion company, our client boasts 2,600 employees, offering human resources, benefits, payroll, workers’ compensation, and strategic human capital services. With a mission to foster success and innovation for small and midsize businesses, they provide a blend of software and outsourced services, freeing their customers from HR complexities.
Legacy HR systems in small businesses can be chaotic, varying in in-house HR expertise. Employee engagement is now a critical factor for overall success, particularly amid fierce talent competition, especially among tech-savvy younger employees. To tackle these challenges, our client integrates a centralized platform with a modern interface, streamlining workflows in HR, Benefits, Employee Engagement, Payroll, and Time & Attendance.
Their Challenge
Sales resources are continually burdened with qualifying prospects. The connect rate at which contacts can be reached greatly affects the efficiency of the primary conversion resource (which is the business development team). Moving the connect rate from 50% to 75% significantly reduces the burden on sales development resources because they typically must touch each contact at least eight times (through a combination of phone and email communications) before placing them on the long-term nurturing list. The hidden cost of this inefficient qualification process was very significant.
In this changing environment, our client saw the opportunity to engage with various functional managers in service-oriented industries to discover advocates for their cloud-based HR solution. It was obvious that a standard email campaign would yield limited results. The team needed a combination of data extraction and verification along with content syndication of the company’s latest assets highlighting the importance of employee engagement.
Our Approach
Leveraging our expertise with cloud-based technology providers, we identified medium-sized companies interested in cloud-based HCM systems. The Pipeline Create program used our InCapture platform, researched relevant job titles, and employed content syndication for effective outreach. Intent monitoring tracked recipient interest, and marketing-qualified prospects were seamlessly integrated into the client’s system of record. We also engaged prospects through social media with industry-related content.
We used our campaign orchestration system to manage the entire demand generation process. Our trigger-based workflow system was used to automate the steps from data extraction, and nurturing, all the way to qualification and delivery.
The Results
Our client increased content engagement by 71% within 24 months, with an acquisition cost of $730 for each new customer (of at least 10 seats). Considering the three-year customer lifetime value exceeding $18,000, our client achieved a remarkable return on their marketing investment. As HR professionals increasingly seek innovative solutions for enhanced employee engagement, our approach successfully transformed the client’s HR landscape.
