The Challenge:
A leading recruitment agency specialising in placing engineering, digital and technology professionals in the Aerospace, Power & Energy, and Defence sectors faced a significant challenge.
Despite being a well-established player in a highly competitive industry, they struggled to maintain consistent engagement with potential clients. Many of their previous contacts had become unresponsive, and their attempts to reach new prospects were met with limited success.
A lack of a structured approach to nurturing leads meant that they were missing out on opportunities to convert interest into business. They needed a strategy that could reignite conversations with lapsed contacts and efficiently guide new prospects through the sales funnel.
The Solution:
To address this challenge, Thrive developed a comprehensive email automation campaign targeting four key sectors: Aerospace, Power and Energy, Government and Defence, and Infrastructure. Recognising the unique needs of each sector, Thrive customised the campaign to effectively move leads through the five stages of the sales funnel—awareness, interest, consideration, intent, and decision.
The campaign was built on a multifaceted content strategy to engage potential clients at each stage:
- Thought Leadership Content: Thrive produced educational content to establish the agency as an industry expert. This included articles and reports on the latest trends in recruitment for each target sector, helping to build trust and position them as a go-to source for industry insights.
- Addressing Pain Points: The campaign featured targeted messaging designed to resonate with specific challenges faced by decision-makers in each sector. For example, in Aerospace, content highlighted the difficulties of recruiting for specialised engineering roles, while for Government and Defence, the focus was on meeting strict compliance and security requirements in hiring.
- Case Studies: Thrive integrated real-life success stories that demonstrated how the agency had previously delivered value in similar scenarios. These case studies served as a proof of concept for new leads, showcasing their track record in solving industry-specific recruitment problems.
- Personalised Messaging: To ensure that the content resonated with the audience, Thrive leveraged data to personalise messaging. Emails were tailored to the recipient’s job role, sector, and stage in the sales funnel, making each interaction feel relevant and timely.
By carefully guiding prospects through these stages with relevant and engaging content, Thrive’s strategy aimed to not only capture attention but to build a relationship of trust with the target audience.
The Outcome:
The campaign proved highly successful, delivering a total of 36,132 emails, resulting in a surge of brand awareness and interest in the agency’s services.
A key measure of the campaign’s success was the generation of 993 Marketing Qualified Leads (MQLs) across all target sectors. These MQLs were highly engaged, having demonstrated interest and interacted with the tailored content provided at different stages of the sales funnel.
By the end of the campaign, these qualified leads were passed on to the sales team for further follow-up, representing a significant pipeline of new business opportunities. The campaign not only generated immediate leads but also improved a leading recruiter’s visibility and credibility in a highly competitive market.
Strategically aligning content with the needs of different sectors, while using automation for efficiency, showcases how Thrive’s targeted marketing approach can drive tangible results.