The Client Industry: Learning Management Systems
InsideUp Service: Pipeline Create
To be a leader in today’s corporate education software market, a brand must bring sufficient attention to their work in application integration. This is because as service companies continue to invest in employee development, the data on individual skill building and performance must move freely within an organization and much of that information is in Learning Management Systems.
With over two thousand employees, four hundred million dollars in revenue, and twenty thousand customers, this brand pioneered a unique approach. Their business strategy was to use individual empowerment as the gateway to influence corporate education decision makers.
Their Challenge
Getting Their Unique Message Seen by the Right Targets
Even though this brand was adept at gaining advocates at the individual contributor level, they needed to reach the right targets in human resources management while also staying connected to the computing infrastructure decision-making authority in IT.
Unfortunately, while inbound traffic showed a high conversion rate, the budget earmarked for paid search to achieve the top-down growth rate was simply insufficient.
What was needed was a combination of targeted data extraction and compelling content targeting the right decision makers who are working for the most likely buyers and willing to consider a well-integrated learning management system.
Our Approach
Our approach was to combine our data expertise with storytelling in the Pipeline Create offering. We targeted industries emphasizing constant customer engagement and identified key influencers in sales and customer service leadership roles who could influence the ultimate buyers of learning management systems.
Next, we identified job titles associated with team leaders involved with selecting learning management systems. Emphasis was placed on small, mid-market and enterprise companies with a propensity for selecting cloud-based technology.
All these attributes allowed our dedicated data team to input the personas that enabled our data profiling technology to identify a sufficient pool of prospects for this campaign. Predictive AI was also used to find “look-alike” companies that exhibited the same characteristics.
Finally, we crafted a series of customized messages that supported the story of how to compete more effectively in a field where customer relationship upskilling is key.
Our intent monitoring technology kept track of the engagement that was exhibited in real time and, once these prospects were verified, they were immediately delivered for follow-up.
The Results
By concentrating external content syndication on targeted data and relying on the storytelling of our campaign professionals, this client saw a thirty-five percent increase in Email engagement (click-through rates) which doubled to twelve percent as likely buyers resonated strongly with the client’s value proposition.
Our work delivered over ten thousand prospects at an average cost of acquisition of $730 when a typical system serving 100 employees has a lifetime value of over nine thousand dollars.
