How PeopleHR Went From Lead Overload to Record-Setting Revenue
Demand and Lead Generation
Like many other teams in organizations today, Human Resources (HR) is becoming more automated and data-driven. Many companies are turning to software solutions for help streamlining a variety of HR processes – everything from performance management, recruitment, benefits, and document management, to time tracking, training, scheduling.
PeopleHR, a software company based in the UK, provides these kinds of cloud-based software systems for human resources professionals. Their solution was built by a team of veterans with nearly 50 years’ of collective experience in Human Resources and HR software. Their goal is to help HR professionals and business owners take advantage of modern technology and build their business using HR.
This forward-thinking company has been experiencing phenomenal growth. In fact, they have over 1,000 customers, ranging from small companies to big organizations, But rapid expansion has caused their sales and marketing teams to experience some significant challenges. In short, sometimes it’s possible to have too much of a good thing.
The marketing team at PeopleHR has rarely had a problem when it comes to generating inbound leads. They’ve been using channels like Google AdWords, PPC, and other SEM and content syndication activities to attract new prospects. Each campaign is designed to provide an asset through lead capture forms on their web site. The system has been working quite well, delivering a high volume of early-stage leads.
However, that volume created a serious problem. Every lead went directly to a sales rep, and when the sales team was unable to keep up with the volume, they’d move on, leaving many leads untouched. And that means money was left on the table. Sat Sindhar, managing director at PeopleHR, put it this way: “If we generated 50 leads in a week, the sales team would cherry-pick the prospects that were most likely to close within that quarter or within that month.”
How much money was this costing PeopleHR? Well, their cost per lead (CPL) was averaging around $60. When they looked at the number of untouched leads, they realized that they had about 1,500 leads, which had cost about $90,000 to generate, and they had done nothing with them.
Results of Implementing Act-On Software
Realizing that marketing automation could help them solve this challenge (and many others), Sat began the process of evaluating vendors. Once he’d made the decision, the processes couldn’t have been easier. “I took the trial and literally a week later we had the basic Act-On program up and running,” he says.
It also didn’t take long for PeopleHR to start seeing record-breaking results. Here’s a preview:
By the fourth week, PeopleHR actually made back what they were going to spend with Act-On in the year because they’d opened up so many of the closed, lost leads.
PeopleHR’s sales teams were able to quickly reengage and close the potential deals that would have been forgotten and lost without a nurturing campaign.
Relevant content, sent to the right persona in the right segment, at the right time has had an immediate impact on PeopleHR’s bottom line.
Since implementing Act-On, PeopleHR has had three months of their highest revenue yet. “We smashed our sales targets,” Sat says.
Want to know how they did it? Read the case study to get an in-depth look at this amazing success story. Find out how PeopleHR used pinpoint targeting and the right content to get the right leads, and discover how they took advantage of lead scoring to make sure the hot leads received top priority. Find out how integration with their CRM made it possible to see the potential buyer’s digital body language and accelerate their journey through the buying cycle. Get advice from Sat Sindhar for choosing the right marketing automation solution, and find out why Act-On’s award-winning support was critical to the decision-making process.
Nothing in the marketer’s world – or the salesperson’s – is more precious than time. That’s why prioritizing leads is so important: you want to make sure you spend your time on the leads that are most likely to buy. Want to learn more about how to prioritize your leads? Act-On’s free eBook, “How to Prioritize Your Leads by Segmenting and Scoring Your Audience” will walk you through the best practices for segmenting and scoring your audience.
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