About Employment Screening Resources
Employment Screening Resources (ESR) is a leading background check provider founded in 1997. They offer pre-employment screening services to help employers make informed hiring decisions while ensuring compliance with regulations.
Industry: SaaS
Employee Size: 50-75
Results: Successfully developed and executed annual marketing plans for ESR in 2019 and 2020, resulting in an 11% revenue increase (approximately $1 million).
Challenge:
Develop an annual marketing plan for 2019 to increase overall company revenue year over year.
Proposed Solution:
By implementing a targeted and comprehensive marketing strategy aligned with ESR’s target audience and objectives, we aimed to increase overall company revenue and achieve substantial growth compared to prior years.
Hypothesis: A well-structured marketing plan, focusing on the right product, promotion, and place decisions, will result in increased lead generation, improved customer retention, and ultimately drive higher revenue.
Process:
Phase 1: Research and Analysis
- Conduct in-depth market research and competitor analysis to identify growth opportunities and potential target segments.
- Analyze market trends and industry insights.
- Evaluate competitors’ available marketing strategies and positioning.
- Identify target audience preferences and pain points.
- Analyze available internal Salesforce data on average sales cycle, customer demographics, and focused verticals.
Phase 2: Strategy Development
- Formulate a comprehensive marketing strategy based on research findings and aligning with ESR’s business goals.
- Define target market segments and buyer personas.
- Develop product decisions, highlighting ESR’s key services that cater to high-stakes decision-making and compliance requirements.
- Create promotion decisions, including personalized communication approaches for upselling to existing clients and lead generation tactics for acquiring new clients.
- Plan place decisions, utilizing existing clients, partners, and the website as major awareness vehicles.
Phase 3: Implementation and Execution
- Execute the marketing plan efficiently, leveraging various programs and tools to drive desired outcomes.
- Update proposal templates and streamline communication channels to improve lead conversion.
- Implement SSL on website for increased online exposure and better search engine rankings.
- Develop content calendars and social media strategies to engage the target audience.
- Introduce live chat and ticketing system for improved customer support and satisfaction.
Phase 4: Monitor and Optimization
- Continuously monitor the performance of marketing initiatives and optimize strategies for better results.
- Track lead generation, customer retention, and revenue growth.
- Analyze the effectiveness of different marketing channels and campaigns.
- Make data-driven adjustments to maximize ROI and overall impact.
Programs Used:
Results:
Successfully developed annual marketing plans for ESR in both 2019 and 2020. The 2019 marketing plan resulted in an 11% revenue increase, equivalent to approximately $1 million.