Michael Santos
// HireVue Digital Strategy Overview

Michael Santos

Objective

Recommend a digital marketing strategy to help HireVue sell big talent acquisition deals to enterprise organizations.

The details

  • Goal: Close ten enterprise deals within two years
  • Sales Cycle: 18 months
  • Target Decision-maker: C-level HR Executive
  • Media Spend Budget: $2M

Overview

Taking the lengthy sales cycle into account, the recommended approach for immediate results would be to flip the funnel and activate a targeted digital strategy by leveraging ABM and media / trade partners. 

An ABM approach would allow for us to focus on HireVue’s targeted account list of prospects by leveraging digital tools to deploy digital ads through programmatic advertising or social media.

Leveraging industry digital and trade publications would allow us to quickly tap into established, engaged audiences for CPL / lead generation programs that can feed the pipeline for HireVue’s revenue teams to engage in the short term.

While an ABM-first approach will be the bulk of the recommended strategy, I would also make the recommendation to include general PPC advertising in the marketing mix to generate awareness and continue to fill the top of the funnel with leads who may be in the early-stage of the buying lifecycle.

Account-Based Marketing Funnel

Account-based marketing

Targeting on accounts that have been deemed a priority by HireVue would increase efficiency and conversion rates. Ideally, HireVue would have already done research to suppress current clients or prospects who are not currently looking to purchase their product or services on their ABM lists. This would leave us with a refined collection of highly relevant prospects which can be used to feed ABM campaigns.

In order to efficiently run and measure ABM campaigns, we would recommend an investment in an ABM platform that integrates or executes on digital advertising such as RollWorks and 6sense.

PPC ABM Targeting (Rollworks, 6Sense, or similar)

  • $50,000 per month
  • $600,000 spend

Lead generation & content syndication

CPL (Lead Generation) campaigns

Leveraging existing content, we recommend targeted CPL programs with digital media/trade publications to feed the pipeline with qualified, engaged prospects. This approach would create awareness, but also establish HireVue as a thought-leader in the space and further expand their brand reach. 

Publication partners will be evaluated based on their audience and reach. Programs will also leverage targeting/filtering to ensure that we are generating prospects with the correct level of engagement and demographics who may be at a later stage in their buying process.

Content suggestions:

Lead Generation Strategy
(33% HR Digest, 33% HR Today, 34% HR Morning) 

  • Global Trends Report:
    • $90 CPL
    • 500 Leads
    • $45,000 spend
  • HR Tech Guide:
    • $90 CPL
    • 500 Leads
    • $45,000 spend

Webinars

Webinars and digital events are leading content formats of choice for B2B marketing leaders (1). Presentations and on-demand formats allow a direct connection between the audience/prospect and the subject matter expert. This level of engagement is comparable to in-person events but with the convenience of a remote environment.

Similar to CPL campaigns, our media/publishing partners would be able to refine the target audience to match HireVue’s idea prospect personas.

Webinar topic ideas:

  • 3 Key Global Trends for Workforce Hiring
  • Optimize Your HR Tech Stack: Automate. Integrate. Engage.

Quarterly Webinars 
(2x HR Morning, 1x HR Digest, 1x HR Today)

  • 4 x $15,000
  • 600 Leads
  • $60,000 spend

Custom Email Blasts

Email blasts are an effective way to reach prospective buyers while delivering your core messaging and offers. Similar to CPL/lead generation campaigns, digital media publishers are able to segment and filter their subscriber lists to match your prospective buyer demographic.

Quarterly Custom Targeted Eblasts
(2x HR Morning, 1X HR Digest, 1x HR Today)

  • 4 x $12,000
  • 60-100k opens/impressions (estimate)
  • $48,000 spend

1. B2B Marketing Leaders Survey Report (2023)

Programmatic and social advertising

PPC advertising should be another focal points of the digital strategy for HireVue. By leveraging programmatic and social media advertising, the client would be able to target ads across a wide array of devices, channels, and formats.

With the use of a compilation of lists containing clients, prospects, or audiences — we can leverage that information to build look-a-like audiences across programmatic and social advertising.

LinkedIn also has a wealth of data that marketers can tap into for their ad campaigns with the ability to build ABM campaigns by utilizing account lists, audience lists, or demographic datapoints to build your ad target lists.

PPC Programmatic (DSP)

  • $50,000 per month
  • $600,000 spend

PPC Social Awareness (40% Meta, 60% LinkedIn)

  • $20,000 per month
  • $240,000 spend

Ad formats & specs

Display Ads:

  • 300×50
  • 300×250
  • 300×600
  • 728×90
  • 970×90
  • 970×250

Video Ads:

  • 15s length
  • MP4 format
  • 1080p resolution
  • URL/CTA Statement

Social Ads:

  • Headline/Hook: 70 characters
  • Ad Text: 150 characters
  • Image: 1200×628, 1080×1080, 1080×1920
  • URL/CTA Statement

Custom Email Blasts:

  • HTML email
  • Subject line: 40-50 characters
  • Domain suppression list (CSV format)
  • Seed List

Content Syndication:

  • Content in PDF or URL format
  • Lead filters
  • Suggested landing page copy
  • Logo and brand kit

Webinar:

  • Topic and abstract
  • Speaker(s) bio and headshot
  • Lead filters
  • Suggested landing page copy
  • Logo and brand kit

ABM:

  • Display ads and CTA (see Display ads format above)
  • Account list
  • Account suppression list

Full media spend plan

Quarterly Webinars (2x HR Morning, 1x HR Digest, 1x HR Today)

  • 4 x $15,000
  • 600 Leads
  • $60,000 spend

Lead Generation (33% HR Digest, 33% HR Today, 34% HR Morning): 

  • Global Trends Report:
    • $90 CPL
    • 500 Leads
    • $45,000 spend
  • HR Tech Guide:
    • $90 CPL
    • 500 Leads
    • $45,000 spend

Quarterly Custom Targeted Eblasts (2x HR Morning, 1x HR Digest, 1x HR Today):

  • 4 x $12,000
  • 60-100k opens/impressions (estimate)
  • $48,000 spend

PPC Retargeting (50% Google, 30% Meta, 20% LinkedIn)

  • $30,000 per month
  • $360,000 spend

PPC Social Awareness (40% Meta, 60% LinkedIn)

  • $20,000 per month
  • $240,000 spend

PPC Programmatic (DSP)

  • $50,000 per month
  • $600,000 spend

PPC ABM Targeting (Rollworks, 6Sense, or similar)

  • $50,000 per month
  • $600,000 spend
Total Media Spend
$ 0
High quality, qualified leads (minimum)
0 +
Ad Impressions
0 M +
Email impressions (opens)
0 +

Thank you

Thank you for your consideration for the Director of Digital Strategy role. Please feel free to follow-up if you have any questions regarding the above.

-Mike