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Challenge
Following the COVID-19 pandemic, Mindfield RPO contended with significant challenges with a dormant client base, as their primary customers ceased hiring. By 2023, the company heavily relied on referrals, highlighting a critical need to reassess market understanding and adapt its services. Despite having an outbound sales email provider, the lack of an effective marketing strategy led to minimal results over eight months. A company-wide service audit and revamp validated the strength of Mindfield’s value proposition and identified an urgent need to target new industries; all under a tight marketing budget of less than $3,000 per month.
We knew our updated services, equipped with our new-age HR tech stack, expert recruiters, and 18 years of industry experience can still deliver tremendous value to potential customers. We just needed to find them, tell them who we are and show them what we can do.” - Cameron Laker, CEO & Founder at Mindfield RPO.
Goal
Objective: Generate enough pipeline to increase 25% in closed revenue by the end of 2024. A detailed marketing and sales forecast was developed to set realistic monthly and quarterly targets.
From 0 to +15%: Integrated Marketing Strategy’s Impact on Pipeline & Revenue Growth
The multifaceted marketing approach encompassed paid advertising, organic content creation, brand building, marketing and sales operations improvements, and integration with Mindfield’s existing outbound sales team. This comprehensive effort built a new pipeline engine from $0, and generated +15% increase in committed revenue after two quarters of running an integrated strategy. Here’s how we got there.
Ad Campaigns to Uncover Market Opportunities & Validate Research
Initially targeting high-volume and hourly recruitment, extensive ad campaigns and market research revealed a shift towards demand for skilled talent and hard-to-fill positions. Mindfield’s ad accounts, essentially brand new, needed to build trust with Google’s algorithms. As a result, campaigns on Google Search, Display, and LinkedIn (InMail and Sponsored) initially faced high CPCs but were optimized to as low as $0.30 on Google and under $1 on LinkedIn by the end of two quarters, creating a robust retargeting audience to further build demand. And directly influencing the pipeline created so far.
Full-Funnel Ad Campaigns with Outbound Sales Processes Enhances Conversion:
Strategic alignment of marketing and sales messaging and strategy refined the communication flow across customer touchpoints, turning ads into a critical channel for sales conversion. Combined with an account-based-marketing (ABM) strategy, Mindfield now supports all outbound sales activities with full-funnel ad campaigns, enhancing visibility into account engagement; all maintained within the $3K monthly ad budget.
Web Traffic: From 0 ICP (Ideal Customer Profile) to 3,000 Monthly ICP Visits Through Digital Integration:
Although Mindfield had Google Analytics, the website previously failed to capture or analyze prospect traffic effectively. Traffic mainly consisted of job seekers, not ICPs. Implementing GA4 and Google Tag Manager, coupled with updates to website pages and CRO principles, significantly enhanced user understanding and engagement. This overhaul led to an increase in qualified B2B traffic from virtually none to 3,000 monthly visits, improving visibility into account engagement and boosting organic and referral traffic. A brand new website with updated positioning and content to further build inbound deals is in the works.
With minimal market info at our start, and relying mostly on referrals, it was clear we needed a change. Demand Shop stepped in with a revamped marketing strategy, enhancing our website, launching impactful campaigns, and creating resonating content. Ada and Daniel expertly managed the entire process, delivering great value. Thanks to your team, we now have a solid lead pipeline and market momentum. We truly value our partnership with Demand Shop." - Cameron Laker, CEO & Founder at Mindfield RPO
Engagement Through Content-Driven Campaigns Yields Demand & Leads
Utilizing the deep recruitment expertise of industry veterans including CEO Cameron Laker and COO Heather Pysklywec, and drawing on Ada’s past experience in HR Tech, Mindfield developed a rich content strategy. This strategy included monthly blogs, newsletters, and an eBook tailored to the interests of talent acquisition leaders across targeted industries previously identified with research. Mindfield now consistently generates organic, referral, and social traffic, with web visitors spending an average of 2 minutes on the site. Future plans include expanding into video and more owned content.
CRM Overhaul Boosts Marketing & Sales Operations:
The implementation of Pipedrive CRM eliminated technical debt from previous systems and better aligned with their startup needs. The integration of marketing automation and a sales dashboard provided real-time insights, ensuring all new leads from social and ad channels were systematically captured, enhancing data accuracy and sales tracking as Mindfield scales.
Design and Branding Enhancements
A modernized design was applied across Mindfield's digital assets, enhancing the brand's visual appeal and consistency.
Results and Future Directions
There is more to be done as we continue through the year, recognizing that growth is not always linear, especially in today’s economic and hiring landscape. However, these comprehensive integrated marketing efforts have already transformed Mindfield RPO from a referral-dependent position to a proactive, data-driven recruitment powerhouse. With a significantly strengthened pipeline and a clear pathway to achieving pipeline and revenue goals, Mindfield RPO is well-positioned to continue its growth. Most importantly, Mindfield can more confidently move forward with marketing and business agility; responding swiftly to market changes.
Want to know how we can do the same for your business? Get in touch for a free marketer-to-marketer consultation.
