ABS Life Sciences Campaign
The ABS: Life Sciences campaign aims to replicate the success of the ABS: Healthcare campaign while incorporating value-based content and messaging tailored to global Life Sciences accounts/contacts.
It seeks to infuse an emotional/personal aspect, showcasing how personas (Natalie + Hunter) navigate and achieve results in talent acquisition and HR programs within their organizations.
Objective:
The objective of the ABS: Life Sciences campaign is to implement an account-based strategy approach to enhance the buying process for global, in-market life sciences organizations. It will leverage personas, curated content, sector-specific events, and journeys to create a multi-channel "always-on" campaign. Initial target geographies include NA, EMEA, and Singapore.
Timing:
The campaign will commence in April 2023 with continuous monitoring, modification, and supplementation throughout the year.
Measuring Success
Campaign Type:
Multi-channel, multi-touchpoint
Account-based (enabled by 6sense)
Event (virtual or in-person)
Client appreciation/advocacy
Isolated (singular asset creation w/ standard singular promotional cadence)
Overall:
New and increasing account engagement (stage progression or score increase)
Inbounds influenced by the campaign
Opportunities influenced by the campaign
Specific channel:
Display ads:
Accounts reached
Impressions
Account CTR
Stage progression
Email:
Opens
CTR
Stage progression
UX Research
Target Audience
"Natalie" – Head of Talent Acquisition
"Hunter" – Chief Human Resource Officer The accounts will be segmented by account tier (nurture, 6Qa, and target) as well as intent to ensure they receive appropriate message sets and actions.
User’s Personas
Natalie – Head of TA
Budget constraints: How to optimize TA team size within limited resources.
Technological advancements: Leveraging technology for enhanced efficiency and automation.
Talent acquisition: Sourcing high-quality talent with diverse skill sets to facilitate business growth.
Building trust and agility: Strengthening partnerships with stakeholders while ensuring swift operations.
Korn Ferry
Emphasizes transparent, human-centric culture.
Offers Cielo TalentCloud for tech and innovation.
Boasts well-organized operations infrastructure for client success.
Hunter – CHRO
Budget optimization: Achieving more with fewer resources.
Vendor consolidation: Streamlining global TA operations for simplicity and effectiveness.
Employer Value Proposition (EVP): Communicating the compelling reasons for candidates to choose the organization.
Talent market insights: Understanding external talent dynamics and aligning internal skill requirements for future scalability.
AMS
Strong presence in North American market.
Utilizes Cielo TalentCloud for technological innovation.
Provides efficient operations setup for client success.
Randstad
Focuses on proving efficacy with large corporations.
Utilizes Cielo TalentCloud for tech innovation.
Maintains a robust operations setup for client success.
Competitive Analysis:
Campaign Call to Action: Engage target audience through sector-specific content to educate and nurture leads along the buyer journey, ultimately driving conversion to sales opportunities.
Key Metrics:
The Life Sciences Low + High Intent campaigns were launched on 9/6 and successfully reached 231 in-market accounts. In its inaugural month, the campaign exerted a significant influence on the pipeline, with a remarkable $26M attributed to its efforts.
Conclusion:
In conclusion, the ABS: Life Sciences campaign has demonstrated promising initial outcomes, effectively engaging the target audience and driving substantial traction towards pipeline growth. Its integration of value-based content and personalized storytelling sets a solid foundation for continued success in captivating and converting Life Sciences accounts.