Today’s Human Capital market is worth $21 billion or more. Moreover, it will continue to grow at an 8% to 10% compound annual growth rate (CAGR). Thousands of suppliers are trying to meet the needs of buyers in this growing industry. With a wide range of solutions, they are vying for a share of their potential customers’ wallets.
To help make sense of this dynamic environment, the newly formed
HR Marketing Institute has initiated one of its first pieces of research:
The State of Marketing in the HR Industry: Leverage the Viewpoints of Suppliers to Boost Success Rates.
One of the questions we asked is “Which Practices Are Most Effective for Lead Generation?”
Email campaigns, which are usually driven by an automated platform, represent the most effective lead generation tactic. Over 76% agreed or strongly agreed that their email campaign efforts are effective.
Email campaigns, which far outweigh antiquated direct mail, are characterized by a series of communications over time to targeted buyers. Through automation, these platforms can maximize the sequence and timing of communications based on the buyer response and are able to “score” the worthiness of leads.
The second and third spots in this category go to outbound calls and online advertising. Outbound calls tend to be a more expensive way of generating customer interest in early buying stages. But, because they involve human touch, are more likely to get greater buyer attention.
Online advertising has grown tremendously over the past few years, allowing organizations to zero in on the right buyers. Respondents from larger companies outperform the smaller ones on three of the four tactics. The two cohorts are almost equal for outbound calls.
