Human Resources and Omnichannel Demand Gen: A Surprising Use Case

When I last wrote of this in November, it was to relate the results of our omnichannel campaigns to a marketing audience and a finance audience. Regarding the latter, I shared that Brand 1 sought to reach their audience through a unified campaign that leveraged email, social, and display concurrently. It was a serious outperformer, and even I was impressed.

But I would be remiss if I did not also illustrate how a different brand – Brand 2 – wanted to approach a similar finance audience. Brand 2’s offer is for finance and accounting professionals. Brand 1’s solution is for FP&A execs.

In Brand 2’s case, we built the strategy with omnichannel expectations (especially after Brand 1’s performance). The campaign flight was three weeks in duration, and the outcomes sought were a minimum of 50 MQLs and the “impressions intelligence” of the target audience.

The “surprise” performing audience – Human Resources

Here was a brand trying to reach human resources professionals, including recent new titles like talent acquisition, workplace wellness, and more. The brand itself is well known but thought of as a resource for the job seeker rather than the job offeror.  To differentiate itself, the brand adopted a thought leadership-driven content strategy.

Their chosen approach was the unified use of two+ channels, concurrently running campaigns to the same audience. Here are the campaign basics, re the LinkedIn ad portion.

BRAND 4 (HUMAN RESOURCES AUDIENCE)
Report Start August 2, 2021, 12:00 AM
Report End August 31, 2021, 3:39 PM
Date Generated August 31, 2021, 3:39 PM
Ad Budget $913.66
Campaign Duration 30 days
Campaign Goal1 attained: 50+ clicks 86 clicks
Campaign Goal2 attained 500,000 impressions
Total impressions 1,304,620

Again, the total data we can assemble includes “impressions intelligence” for a company name, industry, location segment, function/level, and job title. Here’s a taste of both ABM and persona-based targeting outcomes:

Company Name Segment
Impressions
% of Total Impressions
Facebook 7002 0.54%
Actalent 5180 0.40%
Robert Half 3296 0.25%
Amazon 3228 0.25%
Collabera Inc. 2746 0.21%
TEKsystems 2520 0.19%
Jobot 2296 0.18%
Aerotek 2108 0.16%
Northwestern Mutual 2070 0.16%
NLB Services 1980 0.15%
Artech LLC. 1918 0.15%
Insight Global 1804 0.14%
True Search 1698 0.13%
Slalom 1682 0.13%
US Tech Solutions 1580 0.12%
Amazon Web Services (AWS) 1570 0.12%
Google 1524 0.12%
Deloitte 1470 0.11%
LanceSoft, Inc. 1468 0.11%
Michael Page 1462 0.11%
Mindlance 1462 0.11%
ByteDance 1458 0.11%
Aston Carter 1458 0.11%
PwC 1380 0.11%
Company Industry Segment
Impressions
% of Total Impressions
Leads
Human Resources 125230 9.60% 43
Staffing and Recruiting 108534 8.32% 19
Information Technology and Services 30262 2.32% 16
Computer Software 55300 4.24% 8
Company Size Segment
Impressions
% of Total Impressions
Leads
201-500 employees 67642 5.19% 10
501-1000 employees 47608 3.65% 10
1001-5000 employees 149630 11.48% 20
5001-10000 employees 62570 4.80% 12
10001+ employees 206618 15.85% 34

Using Geography and Other Filters to Identify Likely Prospects

It doesn’t often happen, though the analysis of this data will always “narrow the playing field.” But, in the case of this campaign to an HR audience, we were able to combine multiple data sets to identify the Chief People Officer of an enterprise software company.

First, we had the engagement data by company name/domain as shared above. Then, we had location segments down to urban regions. Lastly, we had both level and specific titles for the CXOs engaged.

Location Segment
Impressions
% of Total Impressions
Leads
New York City Metropolitan Area 178820 13.72% 17
San Francisco Bay Area 81922 6.28% 14
Los Angeles Metropolitan Area 69256 5.31% 12
Greater Chicago Area 53608 4.11% 9
Greater Boston 51492 3.95% 8
Washington DC-Baltimore Area 42864 3.29% 7
Dallas-Fort Worth Metroplex 36482 2.80% 6
Atlanta Metropolitan Area 32784 2.52% 6
Greater Seattle Area 28868 2.22% 4
Greater Houston 27538 2.11% 4
Job Seniority Segment
Impressions
% of Total Impressions
Leads
Senior 277288 21.27% 18
Manager 110138 8.45% 32
Director 73706 5.65% 24
VP 26338 2.02% 10
CXO 4292 0.33% 2

The Campaign Results?

First off, with a goal of 50 leads driven from ads, attaining 86 leads was fantastic. And, of course, we executed a concurrent email campaign that resulted in 100 leads, all on its own.

The ROI on a marketing investment that was 50% higher than email-only was 186 leads and target group performance intelligence on over 1 million impressions. When applying our business model for monetizing omnichannel demand gen to this HR use case, we arrive at 400% of ad costs! But collecting data is just one step in an omnichannel campaign. Remember that infrastructure and UX are crucial, and unifying outcomes from diverse channels is paramount for omnichannel demand gen to be sustainable.

While we’ll have other blog posts more detailed around infrastructure and UX, I will touch on a couple of items here.

What infrastructure does it take to monetize omnichannel engagement?

Some B2B marketers build, maintain, and optimize their martech stack. Others look to third parties such as Integrate, whose cross-channel focus and robust marketing automation software effectively power omnichannel campaigns. Either way, your martech stack must be in place to make omnichannel demand gen a reality.

In total, 67% of marketers made a change last year. More than half of those who switch do so because of inadequate data centralization. Another 41% switch due to insufficient integration capabilities. And the highest percent of swapped systems represent the “core” of the martech stack, namely marketing automation, email distribution, and CRM systems.

Omnichannel has secured a prominent role in marketing campaigns aimed at awareness and thought leadership. Its core traits – cohesive UX and unified data in the martech stack – make it the compelling option for demand gen campaigns.

Omnichannel UX

To achieve optimal UX in omnichannel, you need a well-executed content marketing strategy featuring prominent brand marks driven by thought leadership. More on this in our blog post “Thought Leadership and Content Marketing as Strategic First, which is coming soon.

Coming up next

On January 7, 2022, we’ll provide much deeper intel on these four use case details in our next eBook, “Omnichannel Demand Gen in Action.”

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