• 179% Sales Increase
• 141% SQL Increase
• 85% MQL Increase

TalentReef automates processes and optimizes workflows to remove friction from candidates and hiring managers with the only talent management platform purpose-built for location-based, high-volume hiring. In Q4 2019, TalentReef hired a new marketing team to super-charge the company’s growth and acquisition goals and tasked them to move quickly on generating a lead pipeline. With a historically event-driven lead generation program, it was crucial to take the time to identify the right industries that had the most brand awareness and the best solution fit. This strategic approach would quickly generate a lead pipeline. Most importantly, it would generate leads that were more likely to move through nurture programs and into sales at a higher velocity than lower awareness industries.

The first campaign targeted one industry and three job functions. The goal was to start a quality lead flow, establish benchmarks, and learn the best-performing media partners, media mix, media targeting, and asset. Once the foundation was established, the strategy was built based on the business’s needs to expand into other industries and leverage proven performers.

Over three years, the campaign went through nine planning cycles to lean into tried and true partners and tactics while testing and learning. The strategy expanded from one vertical campaign targeting a key industry into one vertical campaign, one horizontal campaign targeting decision-makers across many targeted industries, and an account-based marketing (ABM) campaign to assist with enterprise sales.

Outcome

On August 10, 2022, Mitratech, a leading global legal, compliance, and HR software provider, acquired the high-volume, hourly employee-focused applicant tracking and onboarding platform, TalentReef.

Between January 2020 – October 2022, the media campaigns generated leads, marketing qualified leads (MQL), sales qualified leads (SQL), and sales which all aided in TalentReef achieving its acquisition goal!

• Sales increase: 179%
• SQL increase: 141%
• MQL increase: 85%
• Peak Conversion Rate: 18%

Key Takeaways

• Start with a test and build upon it.
• Iterate based on all performance inputs, including creative, asset, value proposition, target audience, media partners, media mix, and media targeting.
• Be patient – Good work upfront pays off in the long run.