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Table of Contents
Introduction
SmartRecruiters is a leading global recruiting software platform designed for midmarket and enterprise businesses. Offering comprehensive solutions for applicant tracking, job distribution, and career site creation, SmartRecruiters has become a vital tool for companies seeking to streamline their hiring processes. They’re backed by elite investors such as Insight Partners and Mayfield Fund, having raised $205 million at a $1.5 billion valuation.
Challenges
SmartRecruiters partnered with Growth Marketing Pro to dramatically increase lead volume and reduce the cost per lead (CPL). The initial objectives were to:
- Amplify lead generation efforts.
- Optimize marketing spend to achieve higher efficiency.
- Enhance the overall conversion rates of their marketing funnels.
Strategies and Tactics
Growth Marketing Pro devised a comprehensive strategy focusing on several key areas:
- Meticulous Landing Page Testing:
- Conducted A/B tests on various landing page elements, including headlines, CTAs, images, and overall layout.
- Implemented the best-performing variations to maximize visitor-to-lead conversions.
- Funnel Optimization:
- Simplified forms by removing unnecessary fields, reducing friction, and improving user experience. The primary win was removing the “phone number” field.
- Streamlined the conversion process to ensure a smooth journey from landing page to lead submission.
- Worked with marketing ops team to ensure proper lead routing and data integrity.
- Ad Copy Updates:
- Revamped ad copy to better align with the target audience’s pain points and interests.
- Tested multiple variations to identify the most compelling messages.
- High-Intent Keyword Harvesting:
- Focused on identifying and targeting keywords with high commercial intent. GMP looked at 20 global competitors and did a forensic audit of the Google Ads account to complete this work.
- Focused on exact and phrase match type campaigns, but utilized broad match (with negative keyword’ing) in some of the most important campaigns to push lead volume.
- Bidding Method Updates:
- Implemented portfolio bidding strategies to optimize bids across multiple campaigns.
- Adjusted bidding methods to prioritize high-performing keywords and ad groups.
- Accurate Conversion Data:
- Enhanced tracking through Salesforce and attribution models to ensure more accurate reporting and optimization.
- Used data-driven insights to continuously refine and improve campaign performance.
Raquel Contreras-Vides, Sr. Manager, Paid Media Strategy @ Smartrecruiters
“Growth Marketing Pro’s results speak for themselves. Mark, Adam and team crushed our performance goals and helped us achieve 37x growth in leads in just a few months. They’re focused on MQLs and SQLs, and they work FAST.”
Results
The collaboration between SmartRecruiters and Growth Marketing Pro yielded exceptional results in a short span of just three months:
- Lead Volume Increase: Achieved a staggering 37x growth in lead volume.
- Cost Per Lead Reduction: Reduced CPL by an impressive 89%, making the lead generation efforts significantly more cost-effective.
Conclusion
Growth Marketing Pro’s strategic and data-driven approach facilitated SmartRecruiters in achieving phenomenal growth in lead generation while drastically cutting costs. The success of this engagement underscores the importance of continuous optimization, precise targeting, and meticulous testing in driving substantial marketing performance improvements.
Ready to see how Growth Marketing Pro can drive growth for your business? Schedule an introductory call with our team to explore how we can meet your business needs.
