The challenge
As one of the best payment processors in the business, PayTech Trust prides itself on creating customized solutions for merchants and partners. They strive to educate and empower their clients and employees with the expertise and tools to create the right combination of activities and technology to support and grow their businesses.
They came to boomtime for help with several aspects of their marketing and recruitment activities. First, as part of their hiring activities, they needed a strategy to help them target and connect with the right potential employees and then nurture those relationships to the point that they could virtually shake hands and discuss recruitment and hiring. They also needed assistance with a strategy for content creation that provided them with a consistent stream of content to educate their prospects and clients via email campaigns and content on their website.
How we provided value
Over 2,200 new opt-ins from RECOVER
Our combination of solutions that did the job
We started LinkedIn Connection Campaigns to help grow a network of prospective employees, with the end goal of identifying and connecting with the right people to hire.
We implemented RECOVER to scan email inboxes, capture leads that fell through the cracks, and put those leads back into the marketing and sales funnel. Captured leads were opted into our NURTURE and BUILD campaigns.
We created NURTURE and BUILD email campaigns to connect with prospective clients and educate them on topics relevant to merchant processing services.
The outcome
We utilized LinkedIn Connection campaigns to make connections with recruiting prospects. This created a pipeline of prospective employees to fill PayTech Trust’s recruiting pipeline. Phase 1 of the hiring pipeline connection campaign resulted in 524 connection requests with 243 connections, a connection rate of 46.5%. Of those connections, 9.3%, or 26 connections, were quality candidates for additional follow-up.
A secondary LinkedIn Connection campaign targeting banks and credit unions as prospective clients resulted in 928 connection requests and a 34.5% connection rate.
Implementing RECOVER generated 2,207 new opt-ins that would have been lost. These contacts were put back into the sales and marketing funnels for further nurturing and follow-up.
NURTURE campaigns achieved a 27.3% open rate with a click-through rate of 3.1%. BUILD campaigns saw an open rate of 20.5% and a click-through rate of 21.6%.
Implementing RECOVER generated 2,207 new opt-ins that would have been lost. These contacts were put back into the sales and marketing funnels for further nurturing and follow-up.
| Campaigns | Requests | Connections | Connection Rate | Replies | Reply Rate | Leads | Leads Value |
|---|---|---|---|---|---|---|---|
| Phase 1 | 865 | 518 | 60% | 288 | 55% | 27 | $662,500 |
| Phase 2 - Lead List I | 915 | 409 | 45% | 168 | 41% | 238 | $5,562,500 |
| Phase 3 - Supply Chain | 380 | 213 | 56% | 116 | 54% | 8 | $150,000 |
| Phase 4 - Lead List II | 748 | 288 | 39% | 111 | 38% | 26 | $82,000 |
| Total | 2,908 | 1,428 | 50% | 683 | 47% | 299 | 6,457,000 |
