Talking Talent is a business management consultancy that coaches large corporations to build inclusive and equitable cultures. Whether it’s promoting safe, open communication, guiding talent through career-life transitions, or stepping up marginalized and under-represented groups into senior leadership positions, their customized coaching programs fuel success for your people and for your organization.
Talking creates a strategy based on specific needs or assessing current initiatives, right through to managing the back-end delivery and measuring success.
What they were up against:
Talking Talent saw low lead volume from their in previous advertising efforts. They also have a very specific target customer persona. Lastly, being established first in the UK, they had relatively low brand recognition in the USA. They had three primary goals:
- Increase the number of marketing qualified leads (MQLs)
- Accurately reach highly targeted audience with a scalable approach
- Develop creative that effectively communicates their value proposition
How we helped:
We created an Account Based Marketing (ABM) campaign that drove quality lead generation. Our work included:
- Developing messaging and image creative strategy and execution
- Building highly targeted audience profiles
- Creating LinkedIn campaigns designed to maximize lead generation
- Localizing campaigns for the US and Europe
Highly Targeted Audience Profiles
For our ads to be effective, we needed to ensure that we were hitting Talking Talent’s very specific target audience of HR, Learning & Development, and DEI leaders. To achieve this, we built custom audience segments with a third party ABM tool and combined this with first party job title and industry targeting in LinkedIn.
Creative Strategy and Design
After analyzing the objectives of the campaign, we created messaging and image ad creatives designed to speak to prospective clients for each of Talking Talent’s core product offerings. These creatives were built with a strategic, consistent foundation to ensure all future ads would be consistent with brand messaging.
Campaigns Designed to Maximize Lead Generation
With targeting and creative in place, we built LinkedIn campaigns optimized towards completions of lead forms. We then leveraged downloadable eBooks specific to each product offering as lead magnets.
Localized Campaigns for the US and Europe
Based in the UK, Talking Talent is a global company with 100+ global clients. In order to effectively advertise to all audiences, we created two campaigns. One was focused in the US and the other in Europe, with ads localized to the two regions.
“Grounds for Promotion served as a true extension to our team. They consistently delivered very high quality leads along with thoughtful strategic analysis, and they put in the time to learn our business.”
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