[Customer case]
Go-to-market strategy with TalentAdore

In this case study, we'll share more about how we created a go-to-market strategy for the Nordics and ran successful advertising experiments for our customer TalentAdore.

growth-marketing-with-talentadore

TalentAdore is an HR tech company that offers an AI-assisted end-to-end recruitment tool.

TalentAdore Hire helps companies with significant recruitment needs to handle recruitment processes smoothly, communicate to candidates throughout the process, as well as build talent communities to help with future recruitment needs. 

TalentAdore wants to maintain the human touch of recruitment processes while automating some of the manual tasks that take up a lot of time from HR professionals. We're definitely on board with this approach, so we were super excited to start working together. 

The ultimate goal was always to create a go-to-market strategy, but in order for that to happen, we needed to build a proper strategy and run some growth marketing experiments to identify and overcome any potential bottlenecks. So, we got started with customer research, a growth marketing strategy, and successful full funnel advertising experiments. 

After a while, we were ready to get started on the go-to-market part... and it's going great so far!

What else did we do? Read on to find out!

Reference work images TalentAdore

The starting point ⚡️

Things TalentAdore wanted help with:

  • The TalentAdore team wanted help with building a go-to-market strategy for the Nordic market
  • In order for us to test what works and what we should include in the go-to-market strategy, we had to begin with a full strategy phase and growth marketing strategy
  • They also wanted more knowledge about how to conduct advertising experiments (more on that later!)

Why they chose to work with us 🙏🏼

  • Advance B2B's professional ways of working
  • Our vast growth marketing expertise and experience with experiments and strategic advertising
  • Our customer research process and the ability to really dive deep into customers' pain points and turn them into action points

Miira Leinonen from TalentAdore actually wrote on our blog about her experience with our strategy phase. Read the full article here

Here are some examples of work we have done for TalentAdore:

  • Customer research
  • Growth marketing strategy
  • Go-to-market strategy
  • Content in English, Swedish and Finnish
  • Full-funnel advertising experiments around content
  • A "human touch" themed campaign around real-life recruitment stories 
Reference work images TalentAdore3

KPIs

Our North Star metric is the number of relevant demo requests through TalentAdore's website. 

Secondary metrics include content downloads and newsletter subscribers. 

Results 🎯

Through our experiments, we have found the best working combinations of target audience, message, and channel — and we've also gotten some demo requests. 

Now, we are focusing on increasing the number of relevant leads by scaling what works best.

We have made the audience aware of modern ways of recruiting and let them know about TalentAdore Hire.

On top of that, we have offered our target audience useful content to make their work easier and more efficient.

The content has been created in different formats and it has resonated well with HR professionals. 

Over the summer, we ran a playful campaign on LinkedIn, offering interesting things to read on summer holiday. We tested a more casual tone, and the campaign resulted in a nice amount of new newsletter subscribers. 

TalentAdore-linkedin-campaign2

TalentAdore-human-touch-campaign2

Highlight ✨

Our "Human touch" campaign

In this awareness-stage campaign for the Swedish market, we wanted to highlight the importance of maintaining the "human touch" in recruitment. 🇸🇪

We decided to run ads with recruitment stories from situations that TalentAdore Hire can help with. 

We then set out to collect real-life recruitment stories, and wrote about them.

With this campaign, we reached a CTR of 1.39% and CPC of 1.46€ â€”  both significantly better than the industry benchmarks. 🎉

miira-talentadore

The Advance B2B team is always professional, yet, they are also fun to work with. They understand our business well and are determined to help us grow globally. Together, we are on our way to fulfill our mission — to bring the human touch back to recruitment."

Miira Leinonen

CMO, TalentAdore

Want to try it too?

If you’d like to talk to us about working together, your best bet is the chat window on your right.

Alternatively, you can fill out this handy little form and we’ll get back to you within the next 24 hours (unless it’s the weekend or a national holiday, in which case we might take a tad longer.) 🎅🏻

You can also book a time directly from our calendar. ⬇️