Case Study | Lead Generation | EMarketz | Recruitment Process Outsourcing

"COVID-19 has left companies driving toward the small RPO vendors to develop their portfolios, step up into the market, and raise their market shares. But we still face difficulties in finding clients and competing against the dominant forces leading the industry. ~Name, Job description. See how we helped our client when the market was far rigid before the pandemic hit."

Meet Our Successful Client, The HR Bulb

HR Bulb has been In the RPO sector for the last eight years, and have also provided niche HR services to startups, small-sized to medium corporations, and large companies. With a team of 30 workers in 2011, they have now grown to a hundred or so professionals who are recruited and highly trained. The company has handled 280+ clients throughout the last decade for HR services.

Mounting Challenges Demanded Change

The HR Bulb were growing steadily, streamlined with the advanced recruiting techniques and aimed at closing the deals faster than ever. However, despite adopting various latest hacks,The HR Bulb faced challenges in staying on edge in the highly competitive recruitment process outsourcing sector.

In the month of August - October 2018, The HR Bulb was able to acquire 34+ qualified leads on an average with a conversion rate of 14%

However, in November 2018, despite successfully delivering top talent pipeline and helping businesses to solve critical challenges,The HR Bulb encountered a sudden drop in the conversion rate and the number of potential customers. On evaluating their lead generation technique, The HR Bulb realized that cold calling strategy prevented them from generating leads.

In Brief: Cold Calling and why it may not be working for you too!

Cold calling carries a bad rep but it is not a dead strategy and when done right it can help business flourish but it is dependent on various factors that sometimes are beyond the control of your sales team. Cold calling is a form of sales solicitation from businesses to customers who’ve never interacted with the salesperson making the call

• Number Call

  The number calls made are not enough

• Sales Call Value

  The sales call value proposition is weak and when you cannot tie it up with a strong reach of your business – like a strong online presence for one – you have no reference points

• Cold Calling

  Cold calling is no longer creative or optimal and is considered an outdated strategy to begin with

The lack of conversions and even falling rates of calls reaching an advanced stage experienced by The HR Bulb could be a result of any of these reasons or a mix of others but, cold calling is not a dead strategy, it needs to be converged with other resilient strategies to land and convert prospects. Read on to see what they tried.

Exploring New Options

Having determined the key reason for the dip in the number of leads, in December 2018, The HR Bulb adopted techniques such as business website and Email marketing. However, they were unable to generate valuable leads for their business. The fierce competition from their competitors worsened the situation, and The HR Bulb saw a considerable dip in the conversion rate (8%) and the number of leads (15) in the month of February to August 2019.

Having tried out all possible strategies and yet failing to produce leads, in September 2019, The HR Bulb chose to acquire help from EMarketz in generating leads and withstand the competition from the competitors.

New Strategies Explored

Business Website

Email Marketing

Costs - Email Marketing Plan

Output: Leads=9 Conversions=0

Output: Leads=6 Conversions=1

The company kept us informed about their target audience and the limitations in their budget. Having catered to several clients from RPO sector, the team at EMarketz readily agreed to help The HR Bulb in generating a strategy within an affordable price. We analyzed that with major vendors in the RPO sectors, the strategies used would not be able to provide strong productivity and so we engineered a multipronged build up that would increase both the visibility of the business and generate better leads.

Our Working Solutions

In order to produce potential leads, we had to employ clear-cut strategies that are highly effective in generating leads. The first step in the process was to revamp its outdated business website. Our web designers, developers and graphic designers took it upon themselves to add an extra element to their website and modernize it.

Next, we opted to exploit our pool of websites / directories to capture the leads. The team of writers, designers & technical experts went the extra mile to develop engaging, latest and interactive content (aligning with The HR Bulb’s business objectives) to be placed on our in-house websites. Meanwhile, the SEO experts identified long-tailed keywords to be included in the content to target the relevant audience. In addition, we placed click-to-action (CTAs) on our landing pages. The behavior of users who showed interest were then followed up by remarketing techniques.

Some effective upgrades we implement

• Design Improvement for the user experience
• Make it fully responsive with content and logo updates
• Optimized for search engines
• Images, videos and Blogs
• Design elements with latest trends including typography
• Mobile usability and essential redesigns

On acquiring leads, our team gridded themselves to validate the leads and ensure they are authentic manually. The team at EMarketz also took effective measures to decrease the “distance to decision” of the leads.

The Results

Within a span of three months, the professionals at EMarketz were able to produce 3X the leads and increase the conversion rate by 4X. That is, EMarketz generated 45 leads on an average, and the conversion rate climbed to 23%. Before partnering with EMarketz, the “distance to decision” of The HR Bulb was 56 days, which later considerably reduced to 27 days.

The number of leads generated by The HR Bulb before availing help from EMarketz during the time period of February to August 2019 when they had implemented their new strategies to improve the results from the cold calling failure lead to rather underwhelming results with the number of leads seeing a slight increase to 15 on an average but the conversion rates taking a further dip to 7%. The distance to decision days recorded in this time period was 56 days.

After this, with Emarketz stepping into the scene and implementing our strategies as mentioned in the solutions section, the proceeding month from September to November 2019 presents a clearly evident improvement with the number of leads seeing a rapid increase to 45 on an average and the conversion rates providing better outcomes at 28% success rates. The distance to decision days recorded in this time period also reduced an appreciable 27 days from 56 days.