As a relatively young brand entering mature international markets like the US and UK, HireQuotient’s first order of business was to secure early revenue. They leveraged LinkedIn to run global account-based marketing (ABM) campaigns with a focus on lead generation. This enabled them to successfully convert quick-win opportunities in new markets but at a lead relevancy rate of 55%.

Ready to take a more sustained and scalable approach to business growth, HireQuotient set out to optimise its international marketing strategy on LinkedIn.

Assess Total Addressable Market

To broaden their targeting beyond their ABM contact list, HireQuotient used LinkedIn to identify profiles that fit their target audience. They worked with their sales team to refine their focus by industry and job title, effectively constructing ideal customer profiles for each market. This served as the basis for building custom audiences and running market-specific campaigns on LinkedIn.

Go full funnel for the long term

HireQuotient shifted its focus from a pure lead generation objective to a full-funnel marketing strategy. This served to build brand awareness and nurture consideration among mid- and low-intent audiences, while still capturing quality leads from high-intent ones.

Localise and learn

Pivoting from a globalised marketing strategy where a single campaign was used in all markets, HireQuotient launched campaigns for each market. This enabled them to localise their messaging, targeting, test different content and creative approaches, and optimise budgets towards high-performing ads and audience segments.