Our campaign tapped into the creativity and drive of entrepreneurs with messaging around “HR for a New Day”, and we targeted them at the right time with the right message in context of the buyer journey.
Profiling the buying group consisted of primary and secondary research, a constellation diagram showing the degree of influence each buyer has in the decision and priority persona profiles.
Detailed buyer journey models and a content needs map for each of the four priority personas guided the entire IMC strategy and content strategy as well as lead management.
My 5-box content strategy model that allowed me to map the content to the individual leads’ place in the funnel, to the buyer journey, and to the appropriate lead qualification score.
The key to acquisition was automated nurture that included retargeting and a series of 3 email tracks with sequential messaging. I built the logic requirements to execute the lead management development.
I built out every nurture email for each of the 3 conversation tracks. Leads were assigned a track based on the inbound content offer that they chose to interact with.
To create a next-best-experience framework, I mapped prospects from unknown lead, to known lead with retargeting from user activity across channels to multiple paths.
We used social platform targeting capabilities to hypertarget key segments with tailored messages and catch people when they are actively searching for information such as culture, growth, millennials, hiring, benefits and other HR-related topics. Targeting existing records via CRM lists/integration to provide unique opportunities to hone in on key accounts and decision-makers. Audience size must exceed 1,000 records.
CRM retargeting, Look-alike models, Behavioral intent monitoring: In The Business Journal self-diagnostic quiz, we found unknown users exhibiting similar behavior as ADP’s best customers, and served them content offers to generate leads (guaranteed to meet specific criteria). We further qualified them via 3 custom quiz questions to evaluate role, timing and openness to schedule a free business assessment.
The look-a-like targeting tactic as part of the programmatic & social buy can be tested and turned off if it is not performing. The tactic can be piloted very efficiently because you are only paying when a lead is generated.
We leveraged enabling technology and sources like Bombora intent data, the largest database of B2B interactions, to identify in-market companies. We added third-party data sources to narrow targeting to “Right Fit” companies and job titles and we used first-party intent data from users who had visited specific pages of the site. This allowed us to create an audience of users to whom we served targeted messaging.
I devised a lead scoring model for IT to improve the qualification and routing the leads appropriately.
Waterfall calculations at the beginning of the process allowed us to determine how many RRs to get into the top of the funnel and nurture them through to a closed/won sale.
ADP TotalSource Digital Strategy
ADP is known for payroll but has a robust human resources outsourcing (HRO) offerings that help small and mid-sized businesses (SMBs) compete for talent by offering benefits and by freeing up their time to run their business.
CHALLENGE: Become known for delivering value beyond the expected, rational basics that everyone else claims, and to generate awareness and demand for ADP HRO solutions.
STRATEGY: Target SMB prospects, current HRO clients, and current payroll clients who might also be interested in their HRO offerings with an emotional connection, provide helpful content and guide them down the path to purchase.
Identify the hand raisers by leveraging intent data, first and third party data
Target with precision programmatic media, paid search and paid social
Nurture with retargeting as well as a robust automated email program
IDEA: Our key insight was that SMBs are very loyal to partners who help them succeed. So we created a campaign to show that ADP is an irreplaceable partner who understands and can proactively guide them to empower the people side of their business. Our creative communication platform “HR for a New Day” included a system of messages and imagery that was used tactically across channels.
RESULTS: From banners and website to audio ads and a wealth of valuable content, "A New Day for HR" proved to be the kind of bold and simple idea that connected with customers across platforms and created a truly seamless experience that not only garnered leads but changed the way customers view ADP - from an HR services company to their strategic partner that makes their lives easier every day.
ADP attributed over $500K closed won revenue to our program:
A selection of our banner ads that drove users to register for a webinar had a strong click-through rate of 0.16% (60% above the industry standard).
Our media placements have generated nearly 3,000 leads to date - well above the client's goal.
The Pandora radio ads garnered more than 6 million impressions and nearly 6,000 clicks, a roughly 0.1 click-through rate in line with industry standards.
Beyond the clear financial gains from our program, this campaign also created and nurtured the kinds of relationships with customer that last. By offering them tools and services that make their jobs easier, and creating content with information empowers them to do their jobs even better, we've forged lasting connections and partnerships that will
serve the brand indefinitely.
MY ROLE
I performed primary and secondary persona research then developed personas and buyer journeys, coordinated digital campaign strategy, delivered cross-channel user flows, and lead management planning that included scoring, routing and engaged for the duration of the campaign to oversee A/B testing and optimize results.
Our IMC plan included paid media placements, a multi-track nurture program while acquiring insights from other programs like our in-market pilot program to test banner ads accompanied by audio on Pandora radio. Our paid media efforts involved ad placements, native articles and hosted webinars. The nurture program sorted leads into several tracks based on interest and business size, and provided a slew of gated content pieces, including quizzes, white papers, infographics, and videos. In addition, we developed a suite of lower-funnel assets. These included sales sheets, brochures, and other tools to arm ADP’s sales force, as well as a welcome kit and benefits guide that ADP clients could use with their employees.
I worked directly with stakeholders and IT to implement the segmentation strategy, lead scoring, templates, logic and next best experience planning across all touch-points that accelerated the path to purchase by modeling the total experience and leading the team.