Driving Inbound Leads in Financial & Business Services Recruitment

Driving Inbound Leads in Financial & Business Services Recruitment

An already-strong BD culture got a super-sized makeover when inbound lead generation served up clients who were ready-to-buy

The Challenge:

With ~50 consultants and appetite to scale to 300, this agency had a strong BD and sales culture but an inability to attract inbound leads to the business. Their appetite for digital marketing and sales automation was such that they were looking for a ‘big agency’ marketing results with the flexibility and cost effectiveness of an outsourced marketing function. They were looking to sophisticate their operations and marketing, from a boutique agency in Bristol to a major player on the UK stage.

The Solution:

With a combination of senior strategy, digital marketing and sales automation, we engaged a multi-channel approach, leveraging quarterly industry reports (including salary surveys), multi-stage email sequencing, digital strategy (SEO, CRO, PPC), organic social media and sales enablement strategies.

Thrive also supported the development of a junior marketer, from University placement through to full-time coordinator, offering weekly mentorship, a focus on KPIs, and the drive for best practice and technical marketing to upskill/uplift the marketing function.

Covid-19 found the business furlough their employees but increase their marketing spend to ‘keep the lights on’, with the managing director doubling down as the sole business development representative. Thrive was charged with delivering lead generation services and database activation, alongside content and social media support.

The Outcome:

Inbound leads quickly started materialising, becoming overwhelming for the MD who had to bring waves of staff back in and off of furlough in early June 2020 (months before the wider industry recovered). Thrive also supported the marketing coordinator through the manager, and effectively got the business to a place where they had a fully functioning and strategic internal marketing function no longer requiring external support.

“You know when the consultant teams are ‘shotgunning’ leads coming through that you’re onto a winner. Thrive revolutionised our inbound lead and BD culture. The result? More placements and more satisfied consultants. Evidencing our investment in marketing was also a great attraction and retention tool for internal hires too.”

Ready to unleash your BD teams with strategic lead generation?