We all love multi-goal tactics - especially since they can increase your brand/visibility and business generation. However, we’re curious to know...which multi-goal marketing tactics you consider to be the most effective.
We asked Marketing Professionals in the human capital space the same question, and the results from our survey might surprise you...
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 (HRMI) 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 Multi-Goal Marketing Tactics Are The Most Effective?”
Multi-goal tactics refer to tactics that can serve two purposes: brand/visibility and business generation.
Finding: In-bound call capability is the most effective multi-goal tactic
Multi-goal tactics have an impact on both brand visibility and business generation. Respondents considered in-bound call capability as the most effective practice in this category. The reason we classified it as a multi-purpose strategy is that call centers often answer questions and provide support to current customers as well as handle inquiries from prospects and clients alike on their organization’s solutions.
Tradeshows are also viewed as effective by many. Indeed, our companion research report on HR buyers, The 2018 HR Buying Trends study, revealed that even though buyers may only go to one to two trade shows a year, they often use these as opportunities to interact with suppliers. The key to maximizing expensive tradeshow costs is ensuring you are spending time with the right prospects/customers from the hundreds that may walk by your booth.
New product launches are also considered effective or very effective by three-fifths of respondents. New product launches are, in our view, extremely important. Many companies look at innovative solutions and services as a primary growth driver.
A solid launch requires considerable thought around factors such as pricing, current customer cross-selling/upselling, new client acquisition, field sales force training, crafting strong value propositions, and more. This study confirms what many already suspect: that print advertising has all but disappeared in the HR supplier industry. It has been replaced with more targeted and measurable e-advertising.
Effective Multi-Goal Tactics (% agree and strongly agree)
What does this mean for the HR solution provider?
To find out,
download the full HR Marketing Institute research report. To access the complete research report, you must be a member of the
HR Marketing Institute. HR Marketing Institute is the ONLY community of marketing professionals specifically in the rapidly growing HR marketplace that is here to support your marketing needs and professional growth.
