How TripleDart Digital Helped Create a $530k+ Pipeline for SeamlessHR

Overview

SeamlessHR, an HR and payroll software company based in Africa, helps businesses streamline their HR processes from recruitment to exit with modern solutions. The business operates in Nigeria, Kenya, and Ghana and approached TripleDart to improve its digital presence and take its lead generation beyond paid search channels.

Engagement with Seamless HR

TripleDart Digital started working with SeamlessHR in October 2023 and provided end-to-end campaign strategy, execution, and optimization services. Our services included setting up brand messaging narratives for paid strategies, analyzing the competitors, selecting target keywords, and finally delivering creative assets for ads.

The Challenges

The most significant challenge for SeamlessHR was identifying reliable channels beyond paid search to generate high-quality leads. They are a growing company and recognized that relying solely on paid search won’t be sustainable in the long run. Furthermore, the company planned to increase its presence in Nigeria, Ghana, and Kenya and was looking to explore new keywords for that market.

Here’s a quick look at SeamlessHR’s performance in before its engagement with TripleDart Digital

How TripleDart did it

The challenges weren’t something new for TripleDart, so they immediately developed a tailored strategy for SeamlessHR. Here’s what was done.

Full Funnel Strategy: We implemented a super personalized & targeted Account-Based Marketing approach to build brand awareness and trust among potential HR prospects. This strategy focused on engaging prospects at every stage of the funnel with tailored content and messaging.

Performance Max Campaigns: Using the right intent signals and creative positioning, we launched PMax campaigns that delivered quality SALs at a lower cost per unit when compared with traditional paid search campaigns.

Competitor Keyword Targeting: We targeted potential competitor keywords, focusing on both global and regional competitors operating in the African market. We created dedicated landing pages for each global competitor, highlighting SeamlessHR’s unique selling points and competitive pricing.

Generic Keyword Targeting: High-intent generic product keywords related to SeamlessHR’s services were targeted to increase lead flow and capture potential clients searching for HR solutions.

Tailored Creative Messaging: Our paid social ads were designed to speak directly to the target audience. By connecting with them, we effectively showcased SeamlessHR’s product offerings and their potential benefits for a business. The messaging was crafted to resonate with HR professionals and highlight the benefits of SeamlessHR’s solutions.

Attention Grabbing Designs: The TDD team collaborated with SeamlessHR to create visually appealing and striking designs to enhance engagement. Different sets of creatives were used at each stage of the funnel, particularly in ABM campaigns, to maintain interest and drive conversions.

Results

The team at SeamlessHR saw a significant improvement in their numbers within 5 months.

Here are the key highlights:

• 11% Increase in SALs: Our targeted campaigns and optimized strategies led to a significant increase in Sales Accepted Leads.
• 35% Increase in MQL to SAL Conversion Rate: Enhanced lead quality and targeted messaging improved the conversion rate from Marketing Qualified Leads to Sales Accepted Leads.
• 21% Increase in Attributed Revenue: Our efforts contributed to a notable rise in attributed revenue.
• $530k+ Pipeline Generated from Paid Channels: Our strategic approach and effective use of paid channels generated a substantial pipeline, enhancing SeamlessHR’s revenue potential.

Key Takeaways

SeamlessHR’s success story highlights the importance of specialized expertise and a comprehensive approach to digital marketing. By leveraging TripleDart’s strategic insights and targeted actions, SeamlessHR was able to overcome their challenges and achieve remarkable growth in a short timespan. This exemplifies how a well-executed digital marketing strategy can drive significant business results even in competitive landscapes like HR software solutions.

SeamlessHR continues to actively engage with TripleDart, recognizing the value of our tailored strategies and expert execution in achieving their marketing objectives. The collaboration has resulted in improved lead generation, increased revenue, & a stronger market presence in their target regions.