Experis
Impact Story: A targeted content strategy helps Experis achieve ambitious goals in lead generation and customer acquisition.
As an IT service provider and digitalization expert, Experis set ambitious sales targets in the digital workspace sector. With an in-house marketing team being developed alongside newly established marketing processes and systems, the aim was to increase brand awareness, drive lead generation, and acquire customers via digital channels in a short period of time.
As part of a classic enablement project, andweekly works together with the new marketing manager Tina Hingston to drive digital marketing forward – from strategy, technology, and content to campaigns, processes, and the team – and largely handed it over to Experis' growing marketing operation over a period of 18 months.
In total, five campaigns generated marketing qualified leads (MQL) in the four-digit range within six months. The lead generation and lead scoring process was optimized, standardized, and rolled out globally in collaboration with other Experis national companies.
Before working with andweekly, Experis Germany didn’t have many marketing-related resources at its disposal:
Experis realized that they wouldn’t be able to make progress as quickly as they would like without relying on external resources. What they needed was a marketing kick-start to get sales rolling. To do this, they wanted to enlist the help of andweekly.
“andweekly did as much as possible for us at the start of the project, as we had very few human resources. We then worked together hands-on very quickly. Communication was always on an equal footing.”
– Tina Hingston, Head of Digital Demand Generation, Experis
Clear Goals: Close and detailed agreements from all stakeholders. Where do we stand and what do we want to achieve?
Strategy is Everything: Creating a content and campaign plan for the entire year managing the extensive measures from email sending to ad placement
High Rate of Content Production: A total of 11 white papers, 65 blog posts, and around 100 social media posts demonstrated a high level of expertise.
Weekly Reviews and Continuous Adjustments: Perform quality checks, e.g., on the scoring system, even under time pressure. Are we reaching the right target group? Are our hypotheses working?
Limited Personnel: Enable the very small in-house team with limited time resources to implement the entire digital marketing program.
Ambitious Timing: Master the setup in a short period of time and start the first campaign swiftly.
Involve in-house Experts in the Content Process: Create an understanding of the objectives of content marketing within the company and extract existing knowledge in interviews.
Set up HubSpot CRM, marketing automation, and CMS templates for Experis
Achieve three-digit MQLs and SQLs per month
Grow the Experis team and gradually hand over digital marketing tasks
Experis is a global leader in IT services and the recruitment of IT professionals. As part of the Manpower Group, Experis helps companies to transform their digital infrastructure, find the right IT talent, and implement complex technical customer requirements.
Following the pandemic, more and more companies now recognize the untapped potential of mobile, digital collaboration. And Experis is exactly the right partner to drive the evolution of the Digital Workspace forward! This term refers to a holistic solution for digital collaboration, IT security, employee retention, and sustainability.
An important question at the outset was how Experis should be integrated into the overall setup of the Group's other HubSpot instances. After extensive consultation and internal coordination, the team decided to set up a separate HubSpot instance for Experis Germany.
Afterwards, andweekly focused on the technological foundation: technical setup, domain integration, and creation of landing page templates. The challenge was to launch the first campaigns as quickly as possible while getting set up at the same time. Before the initial content could be produced, however, a strategy had to be developed to serve as a foundation.
There was plenty to do for the small in-house marketing team at Exeris, led by Head of Digital Demand Generation, Tina Hingston. andweekly provided extensive support so that the team didn't waste any time on technical details, had a coherent strategy, and was ready to go in no time.
Alongside this, andweekly set up marketing processes. The team introduced a lead scoring system to enable leads to be qualified at scale. The lead scoring system is a tool that Experis uses to evaluate the interactions and engagement of contacts. The scoring system uses a set of criteria to assign a numerical value to each lead, indicating how interested that particular lead is in the content and offers presented. This allows the Experis sales team to utilize their time and resources more efficiently by focusing on the leads that are most likely to become opportunities and ultimately customers.
Content production started in line with the strategic planning and the one-year campaign plan. To this end, andweekly conducted interviews with people from the company to cultivate unique content. A plethora of highly customized content pieces were written and designed in quick succession – spanning from white papers highlighting the company's thought leadership to blog articles promoting the white paper.
Recognized as a versatile marketing tool, content served as an effective means of engaging with the target audience, imparting information, and fostering enduring relationships. Having high-quality content was also crucial for good search engine rankings. By creating relevant and informative content, Experis was able to enhance its visibility and steer potential customers towards its website.
The collaboration ran seamlessly and everyone was delighted with the rapid progress. This achievement can be attributed to several factors. Firstly, both parties demonstrated a clear and unwavering focus on the shared goal. In addition, the wealth of expertise that andweekly brought to the table, drawn from numerous similar projects, was met with profound understanding and trust by Experis.
This way, the ambitious team placed the Digital Workspace department on course for growth. In the coming months, the Experis team will grow to nine people and andweekly will gradually hand over responsibility to the Experis marketing team as they become able to run campaigns successfully on their own.
“The fact that everything came from a single source helped us a lot: strategy, content, campaigns, and technology. This meant that everything built on each other and led to the desired goal. We had ambitious deadlines and successfully achieved them thanks to our close partnership. I am absolutely delighted.”
– Tina Hingston, Head of Digital Demand Generation, Experis Germany