Acendre is a talent management solution provider that helps organisations recruit, onboard, measure, engage and develop their employees to enhance performance in the workplace via its integrated SaaS products.
A pioneer in the online recruitment space in Australia, Acendre has evolved from an omni-approach to multi-faceted offering covering industries with complex recruitment needs including government, university, NFP, and utilities.
Digital Marketing Plan
Content Marketing Strategy
Website Development Services
The digital marketing strategy focused on the core pillars of awareness, consideration and conversion, for the Inquisiq LMS.Pounce created a go to market strategy for ANZ, conducted buyer persona research and fleshed out the buyer personas to inform a 12 month integrated marketing plan.
Once complete Pounce was engaged to execute all outbound marketing initiatives outlined in the plan. This included content creation in the form of assets such as an eBook, ad images, web banners, and campaign copy. All tailored for the different stages of the buyer journey and localised to match the Australian market. Lightweight, conversion rate optimised landing pages were constructed for each stage of the buyer journey. Each one built to consistently match the branding of the wider website. Pounce then automated the campaign flow so the target audience would only see ads based on their buyer journey. The Ascendre CRM was integrated with each of the campaign landing pages so that all technical integration required minimal human interaction and handling.
Sales teams were notified when potential leads were assigned and this in turn initiated the EDM nurture flow. An omnichannel approach was implemented leveraging lead generation via Google Search, display ads and social media. The project was completed with a detailed post campaign report providing recommendations, insights, scope for improvement, and suggested additional activity to support the objectives.
Pre & Post
The effectiveness of this campaign was easily quantifiable with conversion rates increasing from an average of 0.8% to 2.1% across all platforms.Inquisiq’s inbound MQLs increased significantly with a five fold jump in ANZ web traffic, and 73 received over the 3 month campaign period.