Lucas Group Leverages Insightpool to Identify,
Segment and Engage Target Clients
Lucas Group, North America’s premier executive recruiting firm, architected a revenue and lead generation focused marketing plan that resulted in increased client leads by 40% within 9 months of rollout. By systematically blending ideal technologies with applied human intelligence, Lucas Group drove improvements to lead quality and quantity, decreased cost per acquisition(CPA), and increased word of mouth prospecting within a hyper-tuned audience.
Lucas Group was challenged to find a technology platform that identified, segmented and engaged specific audiences. Leveraging Insightpool’s solutions, Lucas Group effectively addressed three critical components to their corporate marketing plan:
- Identify who is influencing their audience’s activities
- Segment audiences to drive content efforts and influence advertising decisions
- Engage intelligently with customers, prospects, connectors and influencers by offering substantive content
Insightpool’s platform enabled Lucas Group to identify relevant people who use certain keywords in their social bios and shared content with a highly connected social audience. Layering applied human knowledge atop the Insightpool solution, Lucas Group efficiently classified targets to understand how different targets tie into their key audiences of connectors, influencers, clients, candidates and potential Lucas Group employees.
Insightpool’s technology helped Lucas Group intentionally select targets most likely to be interested in the Lucas Group content. These targets were classified as social media influencers with whom the company wanted to engage. For example, they might pair “sales recruiting” with “hiring executive” to find keyword users who are potential hiring managers or executives—company decision-makers.
To expand the search process, a “stream search” was utilized to monitor hashtag use and tweet copy in real-time. This step allowed the company to see what potential users were talking about, as those conversations were occurring. Layering Insightpool’s data capture with human intelligence provided real-time identification of the people for whom the content would be most relevant. From here, Lucas Group created customized and purposeful social media outreach campaigns.
“Insightpool enables us to identify the social media influencers with whom Lucas Group wants to engage, understand what those potential audiences are talking about right now, and create customized and purposeful outreach campaigns that help strengthen our brand and generate leads to our sales teams across the country.” – Scott Smith, CMO at Lucas Group
Not only did the results show in the statistics, we also observed the positive reactions of the users who were engaged. For example:
— Krystal Kohler (@KrystalAKohler) May 20, 2015
— David Reynolds (@SJohnKreese) March 10, 2015
.@Lucas_Group Very informative read on the need for networking. Thanks for sharing Lucas Group!
— Daniel Luckett-Moore (@DanielLuckettMo) May 14, 2015
— Lucas Group (@Lucas_Group) July 25, 2014
@DavidKWilliams We would love to see your data evidence as well!
— Lucas Group (@Lucas_Group) August 5, 2014
- Insightpool helped increase Lucas Group’s reach by 15 million
- 78,504 actual impressions (per Twitter analytics) from 1,671 @mentions sent to users who were an exact match for Lucas Group’s target audience personas
- The average reach (follower count) of influencers acquired through Insightpool was 20,777
- Lucas Group Marketing increased their contributed revenue from 20% to 36%, using Insightpool and three other technology platform partners
- Lucas Group decreased CPA by 62% after combining their use of social and data
- Lucas Group increased leads per month by 40% (from 34 to 300+ leads per month)
- Lucas Group increased its WOM score from 27 in May to 47 in June
October 2014 – June 2015
Ready to see ROI on your social marketing strategy? Experience the power of Insightpool’s identification and nurturing platform firsthand!