ABM, HubSpot Management & Cold Outreach for IT Recruitment Company.

Situation:

An IT Service Recruitment company faced challenges in reaching decision-makers within target organisations and needed a structured, personalised outreach strategy to connect with key stakeholders.

The company's goal was to enhance lead generation, improve engagement with decision-makers, and increase conversion rates. They approached Insightstap for a tailored Account-Based Marketing (ABM) and cold outreach solution, utilising HubSpot CRM for streamlined operations.

Task:

Insightstap was tasked with creating a comprehensive ABM campaign and cold outreach strategy that:

Targeted specific personas: Procurement Manager, Purchasing Manager, and Senior IT Manager.

Utilised a coordinated approach across email, LinkedIn, and phone calls.

Leveraged HubSpot CRM for effective contact management, activity tracking, and automated workflows to enhance engagement and drive conversions.

Action:

Insightstap implemented a strategic ABM campaign using the following steps:

Research & Persona Development:

  • Conducted in-depth research on the target companies to understand business challenges, recent developments, and technology stacks.
  • Defined value propositions tailored to each persona’s pain points:
    • Procurement Managers: Emphasised cost-efficiency and supplier reliability.
    • Purchasing Managers: Focused on streamlined purchasing processes.
    • Senior IT Managers: Highlighted technology solutions for operational automation and security enhancements.

Email Outreach Strategy:

  • Created personalised email sequences tailored to each persona’s specific needs and challenges.
  • Developed a three-step email series:
    • Initial Outreach: Introduced Insightstap’s services with a personalised subject line and clear value propositions for each role.
    • Follow-Up Email: Sent 3-4 days later, providing additional insights and inviting recipients to join a webinar.
    • Final Follow-Up: Sent 5-7 days after the follow-up, summarizing key benefits and including a limited-time consultation offer.

Call Outreach Strategy:

  • Aligned calls with email outreach to reinforce engagement:
    • Initial Call: Placed two days after the initial email to introduce the offering, confirm email receipt, and discuss potential needs.
    • Follow-Up Call: Emphasised the alignment between Insightstap’s services and the target company’s goals.

LinkedIn Outreach:

  • Sent connection requests with personalised notes related to mutual industry interests and challenges.
  • Followed up with a message if the connection request was accepted, reinforcing the value proposition and inviting further conversation.

HubSpot CRM Setup & Management:

  • Configured HubSpot to track all touchpoints, ensuring a centralised view of each prospect’s journey.
  • Set up automation for follow-up tasks, email tracking, and reminders to ensure no engagement opportunities were missed.
  • Created custom fields to track persona-specific pain points and insights gathered from research for better personalization.

Performance Tracking & Optimization:

  • Measured key metrics, including open rates, response rates, LinkedIn connection acceptance, and conversion rates.
  • Adjusted messaging and timing based on data insights to optimise engagement and conversions.

Set Up Retargeting Ads for High-Intent Leads:

  • HubSpot Ad Integration Setup:
    • Integrated HubSpot with Google Ads and Facebook Ads for retargeting campaigns.
    • Created custom audiences based on HubSpot lists, targeting high-intent users like form submitters and cart abandoners.
  • Build High-Priority Funnel for Retargeting:
    • Designed a retargeting-specific landing page and linked ads to it for optimized conversions.
    • Configured automated follow-up emails for leads engaging with retargeting ads.

Result:

Within three months, Insightstap’s ABM and cold outreach campaign generated impressive outcomes:

50% increase in response rates from target personas due to tailored, persona-based outreach.

40% improvement in conversion rates, attributed to strategic follow-ups and value-driven messaging.

Increased LinkedIn connection acceptance rates, expanding the recruitment company’s network and visibility within target organisations.

Enhanced visibility and management of the campaign through HubSpot CRM, enabling better tracking and efficient communication.

Conclusion:

Insightstap’s structured ABM campaign, integrated with HubSpot’s CRM capabilities, enabled the IT Service Recruitment company to connect meaningfully with high-value prospects. By personalising outreach for each decision-maker and strategically managing interactions through HubSpot, the company successfully boosted engagement, streamlined lead tracking, and improved conversion rates, positioning itself strongly within the IT recruitment sector.