Contributed by Behind The Work Content Team

As much work as you put into gaining traffic to your website, you need to also consider how you will turn those visitors into leads. After bringing visitors to your site, you need to encourage them to take the next step: provide you with their contact information. You can then use this info to continue nurturing leads until they are ready to become customers.

Generating leads may seem like a difficult task, but there are actually several strategies you can easily implement to see immediate results.

1. Develop Buyer Personas

61% of people say that if they don’t find what they’re looking for within about five seconds, they’ll go to another site

So, if you are receiving a large amount of traffic but are not generating leads, the problem could be that you aren’t tailoring your message to your audience. Before you do anything else, create buyer personas to accurately represent every type of customer.

Take into consideration the demographics, interests, and behaviors of your audience. You can find information through social media, through website analytics, and by asking current customers. The result will enable you to fine-tune your content to generate leads from your traffic.

2. Engage with Users

To build trust and show a personal side to your brand, communicate with prospects directly. You can reply to comments on social media, seek out questions on forums (LinkedIn groups are especially effective for B2B companies), and send personalized responses to queries you receive through emails and live chat.

3. Create Premium Content

Premium content gives visitors extra information about a topic they find useful or interesting. Providing useful information your audience really cares about not only engages them but also establishes credibility, fosters trust, and ultimately drives traffic and generates leads. 

Remember, you should always require contact details in exchange for access to premium content.

A few options to entice visitors include:

  • Ebooks: An ebook is an extended blog post. It is best if you include points, tips, or statistics from research that users cannot find anywhere else.
  • White papers: If your sales funnel is shorter, use white papers instead of ebooks. These tend to be aimed at users who are almost ready to buy but need a little more information to make a decision.
  • Infographics and slideshows: These options are perfect for presenting visual information or quick facts.
  • Webinars: Use webinars to learn more about your customers’ concerns, desires, or needs. After recording a webinar, you can rerelease it for future premium content.
  • Interactive tools: These are good options for attracting high-value leads who may want more from you before they are willing to provide their contact information.

4. Start an Email Newsletter

You can also collect contact information by asking your visitors to subscribe to an email newsletter. This generates leads from your website by offering valuable content and incentives to encourage subscribers. 

Once subscribed, you can use the newsletter to nurture leads through personalized content, promotions, and updates, directing them back to the website for further engagement and conversion. 

5. Design Your Website for Conversions

Your entire website design should focus on converting traffic into leads. Provide users with multiple opportunities to download premium content or sign up for your newsletter. This involves placing call-to-actions (CTAs) in strategic places, such as buttons on main pages, popups, and at the end of blog posts.

The most effective CTAs relate to the page content and stand out (whether on a mobile or desktop device) without dominating the screen. Test various versions and placements to find out what your audience responds to best.

6. Provide Easy Access to Contact Information

Add a tab in the navigation to make it obvious how users can contact you. Contact information must include your phone number—this adds credibility to your company and gives your customers a direct way to reach you.

Generate More Leads with Behind the Work’s Content Marketing Services

At Behind The Work, we’re not just another agency – we’re an extension of your marketing team dedicated to helping your business drive success, generate leads, and boost conversion rates.

From landing pages and blogs to resource materials and emails, bring your brand to life with content that attracts, retains, and grows your customers.
Learn more about our content marketing services.

This time of year is full of wonder.

But it’s also been an incredibly tough year for business owners and their marketers. Between inflation, supply chain issues, labor shortages, and recession fears, growing a business over the past few years has been challenging.

Although navigating choppy economic waters is no easy task… there are concrete marketing strategies business owners can use to grow their businesses despite obstacles.

This is where the big guy in red comes in. 

Santa Claus is more than just a festive figure. He is a symbol of joy, generosity, and the magic of the holiday season. 

So, how does Santa manage to capture the hearts of people worldwide? 

The answer lies in some powerful marketing tactics. We’ll refer to these tactics as Santa’s Marketing Magic because this timeless strategy has made Santa the ultimate brand ambassador for goodwill and consumerism.

Last year, the US spent a staggering $936.3 billion on Christmas, a $47 million increase from 2021 and underscoring Santa’s significant influence on spending. 

So, let’s unwrap the secrets behind Santa’s marketing success and discover how his proven strategies can inspire your brand to sleigh the competition in today’s complex economy.

A Little History Lesson For You About The Big Guy

To understand Santa’s marketing prowess, let’s take a sleigh ride back in time – waaay back – for a little history lesson about the big guy himself. 

Santa Claus traces his origins to the early 4th century. Then he was known as St. Nicholas, a monk living in part of the Roman Empire (now modern-day Turkey). St. Nicholas was a trust fund baby, and when his parents died, he inherited a small fortune. But he didn’t have any personal use for it, so he began to donate it to people who needed it more than he did.

The story of St. Nicholas’ generosity quickly circulated, and like any good story, it grew with each telling. 

One story in particular lives in infamy.

A down-on-his-luck farmer was struggling to raise dowries for his three daughters. If he didn’t come up with the money fast, he was going to have to sell the girls into slavery. When St. Nicholas caught wind of the situation, he knew he had to help. 

Under cover of the night, he went to the family’s house and chucked a bag of gold through an open window. He did this three nights in a row giving each daughter a sizable dowry.

And so the legend began.

The Commercialization of Santa

By the end of the 19th century, now known as Santa Claus, St. Nicholas (his legend anyway) had made it to America. Once a saintly monk, Santa was now a rotund, rosy-cheeked, jolly man who traveled through the sky in a sleigh pulled by flying reindeer. This was thanks to a combination of Clement Clarke Moore’s A Night Before Christmas and Civil War-era political cartoonist Thomas Nast.

From there, it didn’t take long for him to become commercialized by department stores looking to attract both kids and parents. Specifically, a dry goods store owner went by the name Colonel Jim. Whether Colonel was an official title is unclear. Nonetheless, Colonel Jim changed the game forever when he dressed up as Santa in hopes of attracting people to his store. Now, there’s no doubt of seeing Santa in every mall across the country during the holiday season, and that’s all thanks to maybe war veteran Colonel Jim.

Of course, we can’t talk about the commercialization of Santa without mentioning Coca-Cola. They have some of the most iconic Santa imagery ever to be created. It’s a common misconception that Coca-Cola created the Santa we know today, which is just another example of marketing genius that deserves its own post.

Over the centuries, the iconic persona of Santa Claus has been used to promote everything from movies to candy brands to the US Military.

Not to be Scrooge, But People Aren’t in a Spending Mood

Without sugar plum coating it, times are tough. 

According to a 2023 report on consumerism, Americans are feeling the pinch. So much so that 63% of respondents say they’re tightening their budgets because of inflation and other recession indicators. 

Here’s a snapshot of how people are feeling about the current state of things: 

  • 64% of consumers think the US is currently in a recession
  • Half of all US adults have taken steps to plan or prepare for a recession
  • 42% believe it will last for over a year

However, this isn’t Santa’s first rodeo with a recession. Let’s explore how Santa’s clever and resourceful marketing strategies have helped him weather economic storms.

How to Protect Your Company from the Grinch of Recession

When facing the Grinch that is a recession, remember you don’t have to go it alone. One of the most effective strategies for business owners as they navigate difficult times is to get expert support. 

Here are a few reasons why relying on professionals can be a game-changer: 

  • Expertise: Professionals bring industry knowledge and experience
  • Efficiency: Save time and resources, allowing you to focus on core business activities
  • Adaptability: Swiftly respond to changing market conditions with expert guidance
  • Resource Allocation: Allocate resources strategically and maintain cost efficiency
  • Scalability: Adjust marketing efforts as needed, providing flexibility

Outsourcing your marketing efforts to highly skilled professionals ensures that your business remains agile, competitive, and visible.

Why Santa’s Marketing Works Like Magic

Santa’s remarkable success, even during recessions and economic downturns, comes down to consistency and his customer-centric approach.

Consistency is key. Santa has maintained a steadfast brand and message throughout generations, building trust and reliability. 

A customer-centric approach also sets Santa apart. He intimately knows his customers’ wishes, tailoring gifts and fostering loyalty and nostalgia.

Let’s take a sleigh ride into how you can work your own Christmas miracles and build a brand that endures, reaches your target audience effectively, and engages them on a deeper level.

How to Work Christmas Miracles: Implementing Santa’s Marketing Magic

He Knows You Better Than You Know Yourself

He knows when you’re sleeping. He knows when you’re awake. He even knows if you’ve been bad or good. That’s one of the greatest appeals of Santa. He makes it his mission to make your dreams come true. And he does it by intimately knowing you, aka his target audience.

You too, can use this in your marketing strategy.

Of course, you can’t know your target audience as well as Santa knows his. But with the right research, you can get pretty dang close.

  • First: Analyze existing customer data, like demographics, purchase history, and interactions with your brand.
  • Then: Look for patterns and similarities in the data to identify key demographic information like age, gender, location, and job role. Also, look for common interests, hobbies, values, and lifestyle choices.
  • Finally: With your newly gathered insights, you can create detailed profiles for each persona, giving them names, specific details, and visual representations.

Remember, it’s important to regularly review and update your personas to reflect changes in your target audience, market trends, or shifts in your business strategy.

Building a Timeless Brand

Santa Claus has not only become synonymous with Christmas but has also crafted a brand that stands the test of time. His image evokes feelings of warmth, generosity, and the spirit of giving. This branding success is rooted in the consistent messaging and imagery associated with him. From the red suit to the white beard, each element reinforces the brand, creating a powerful and recognizable icon.

You can also create consistent brand-building, just like the big guy.

  • First: Create and regularly update detailed brand guidelines that include messaging, visual elements, tone of voice, and other brand attributes. It’s important to make sure to regularly communicate these guidelines to your team.
  • Then: Collaborate openly between marketing, design, sales, and other relevant departments. 
  • Finally: Create a centralized brand asset library with approved logos, images, fonts, and other brand assets. And create a content calendar to keep everyone across departments on the same page.

By following these steps, you can create and maintain a brand that endures the test of time, just like Santa’s.

Spreading Joy Across Channels

Santa is not limited to the North Pole; he’s omnipresent in our lives, thanks to a clever multichannel marketing strategy. From movies and TV shows to parades, shopping malls, and even letters. Santa has strategically positioned himself in various channels to ensure maximum exposure. This omnipresence ensures that the magic of Santa is not confined to a specific medium but permeates every aspect of our lives during the holiday season.

Like Santa, you can do this too.

  • First: Identify your target audience and build personas.
  • Then: Decide which channels you want to be on. Blog? Email? Social media? Which ones?
  • Finally: Develop a consistent brand message that can be adapted for each channel.

It’s important to regularly analyze the performance of each channel and adjust your strategy accordingly. 

Harnessing the Power of Storytelling

What sets Santa apart is not just his image but the enchanting stories that accompany him. The tales of his magical workshop, flying reindeer, and global gift-giving spree add layers to the Santa brand. The reason this works so well is that people are more likely to remember something when stories and emotions are involved. And brands need to be remembered.

Marketers can take a page from Santa’s book of mastery storytelling

  • First: Define a compelling brand narrative that incorporates your mission, values, and unique selling proposition. 
  • Then: Create compelling characters, whether they are customer personas, employees, or even the brand itself. This will help you humanize your brand.
  • Finally: Develop a story arc with a clear beginning, middle, and end.

With the current adoption rate of AI technologies, the warmth and the humanity behind marketing are becoming even more important. And people are craving it. 

Research shows that 64% of people want brands to connect with them. 76% of people go so far as to say they’ll choose the brand they connect with over a competitor. This connection can be achieved with powerful storytelling.

Engaging with the Naughty and Nice List

Santa’s infamous “Naughty and Nice List” is a stroke of marketing genius. It engages the audience in a playful and interactive way, creating anticipation and excitement. 

The concept of leaving milk and cookies out for Santa is another clever marketing tactic. It’s just one more way to encourage interactive participation and engage the audience.

Brands can take inspiration from this concept too. 

 By incorporating gamification and interactive elements into their marketing campaigns, you encourage audience participation and create memorable experiences.

  • First: Select a game mechanic that aligns with your campaign objectives and resonates with your audience. Some ideas include challenges, quizzes, competitions, or reward-based systems.
  • Then: Provide incentives or rewards for participation. This could be discounts, exclusive access to content, or entry into a sweepstakes.
  • Finally: Track and analyze user data like user interactions, behaviors, and preferences. This data will give you insights into the effectiveness of your gamification strategy and help refine future campaigns.

By infusing gamification into your marketing, you can create engaging, memorable experiences for your audience.

Master Santa’s Marketing Magic With Behind The Work

The principles behind Santa’s Marketing Magic continue to captivate hearts and wallets worldwide.

But don’t fret if implementing these strategies seems like more than you can handle. Just as Santa relies on his team of elves, the Behind The Work team is ready to be your marketing partner and help your business thrive.

We’ll provide a tailored marketing strategy to suit your unique needs and goals. Whether you need to build or refine your brand, expand your presence across various channels, or create compelling storytelling, we’ve got you covered.
So, this holiday season, if you want to grow your business and spread joy to your customers, Reach out to Behind The Work. Let’s jingle all the way to success.

When building a B2B lead generation campaign, content marketing might not be the first strategy marketers consider. Often, marketers rely on Google Ads, cold calling, and LinkedIn outreach to find and generate quality leads. While those marketing strategies are highly effective, they rely on a solid foundation of content.

Explore how to use content marketing for lead generation by building awareness and priming qualified leads.

What Is Content Marketing for Lead Generation?

A B2B lead generation strategy is identifying and connecting with potential buyers. For example, a marketer generates leads through lead magnets when they can save that buyer’s information for nurturing and eventually converting.

Some B2B lead generation examples include:

  • Newsletter signups
  • Webinars
  • Contact forms
  • Free trials or demos

In each situation, the buyers move from an anonymous audience to an interested lead. By engaging with marketing campaigns, the lead exchanged their contact information for something of value.

Content marketing lead generation strategies use content to convince readers. The readers then download or sign up for the lead magnet. According to a recent report, 70% of B2B marketers generate leads from content.

70% of B2B marketers generate leads from content.

How Content Marketing Complements Lead Generation

Content marketing is more crucial than improving a website’s ranking in search engines. It also raises awareness, builds trust, and moves potential buyers through the sales funnel. Without content marketing, lead generation strategies won’t be as effective.

Content marketing is more effective than ads, according to 80% of decision-makers. That’s because ads focus on a sale while content marketing builds relationships with the audience. Relationship building leads readers to fill out contact forms or download lead magnets, allowing marketers to add that lead to their database. Relationship building also improves the effectiveness of lead generation advertising campaigns.

Why Marketers Need a Lead Generation Content Strategy

Why should a marketer invest in lead generation content instead of sharing the lead magnet through ads and other strategies?

The B2B buyer’s journey is becoming longer and more complex. Marketers are having a more difficult time convincing decision-makers with a single ad or sales pitch. Instead, decision-makers want more research and data before making a sales decision.

Therefore, marketers won’t generate as many leads from lead magnets alone. Instead, they must connect and convince the B2B buyer through quality content. Content marketing lays the foundation of trust before the lead magnet, or lead generation strategy, and converts the buyer.

The Best Types of Lead Generation Content

While any content can generate leads, a few content formats perform better than others. The key to effective lead generation content is quality and research. B2B buyers are most interested in facts that prove why a business’s products or services are the best or specific ways a product will benefit their company.

Creating authority content builds trust and convinces B2B buyers to respond to the lead magnet.

The best B2B lead generation content includes:

  • Case studies
  • White papers
  • Webinars
  • Blog articles
  • Videos
  • Infographics

How to Use Content Marketing for Lead Generation

Use these 12 tips to build a highly effective lead-generation content marketing strategy to build trust and generate quality leads.

1. Establish Lead Generation Goals

A marketing team’s lead generation goals define the campaign’s direction and establish success benchmarks.

Marketers should define the number of leads they want to generate, the purpose of lead generation, the timeframe to generate the leads, and metrics to measure the campaign’s success.

Here are several lead generation goals B2B marketers might use:

  • Generate revenue: Generating quality, conversion-ready leads. Measure the success by revenue generated.
  • Increase brand awareness: Raising awareness about a brand. Measure the success of awareness campaigns through leads generated and increased website traffic.
  • Build databases: Gather essential data to help in marketing strategies. Measure the success through changes in traffic, conversions, and customer experience.

Half of B2B content is for increasing brand awareness. The other half of the content is for nurturing and converting leads.

2. Research the Audience

Lead generation is only effective if the leads are potential buyers. For example, a company that generates 1,000 leads, but only two are B2B decision-makers, did not run a successful campaign. However, a company that only generated 200 leads but converted 100 of those leads had a highly successful lead generation strategy.

Generating the right leads starts with understanding whom to attract before running the lead generation campaign. Marketers create two types of audience identifiers:

  • Ideal Customer Profile: A description of a fictional audience that would make the best buyer. It helps marketers understand WHO to reach and includes information like firmographics, location, and key decision-makers.
  • Buyer Persona: A detailed outline of specific decision-makers helps marketers decide HOW to reach the audience. It includes motivators like pain points, job descriptions, and emotional triggers.

Marketers create these two profiles by looking at their current customer base, surveying their intended audience, looking at the competition, and examining third-party data.

Generating the right leads starts with understanding whom to attract before running the lead generation campaign.

3. Personalize the Content

Personalization is necessary for B2B marketing because it gives the audience a reason to care. According to 78% of consumers, personalized content increases purchase intent.

Personalization takes topics the audience might not be familiar with and turns them into relevant information. When customers see a business’s products and solutions apply to them personally, they’re more likely to respond to lead magnets.

For example, business-centric content would have titles like “5 Features of X Software.” Meanwhile, personalized customer-centric content would have titles like “5 Ways X Software Speeds up Business Operations.” The second option addresses topics from a customer’s viewpoint. It addresses specific challenges and shares customer benefits.

Personalizing content goes a step further than focusing on customers as a whole. Instead, marketers create content for specific customer segments.

For instance, a financial company will have different pain points than a marketing company. Therefore, marketers could address the same topics in their content in several ways to connect with each specific audience segment.

Account-based marketing is one of the more popular strategies B2B marketers employ for personalizing content. Account-based marketing uses ideal customer profiles to identify and target high-value accounts. Then, marketers create personalized content for those accounts to turn them into leads and, eventually, customers.

4. Use Relevant Topics

Keyword research is more valuable than a content optimization tool for search engine rankings. It’s also vital for attracting the right audience to content to ensure quality leads read and respond to the lead magnets.

Marketers use keyword research tools to identify search phrases their target audience uses. Then they create content around those keywords. Keywords research keeps the content relevant to the audience and improves the quality of leads the content generates.

For example, a B2B buyer searching for software solutions for their business will perform different searches than individuals researching software information. So, marketers would use keywords like “for businesses” and “business software” to attract decision-makers to the content.

5. Create Intent-Based Call to Actions

Keyword research also tells marketers the type of lead magnet to use in their lead generating content marketing.

For instance, a decision-maker performing a “how to” search is less likely to sign up for a free trial than a B2B buyer who searches “where to buy data management software.”

B2B audiences have four primary intents when looking for online content:

  • Navigational: Using a company name in the search because the user is looking for a specific page
  • Informational: Looking for general information or research
  • Transactional: Someone ready to act who is looking for a particular product or solution
  • Commercial: Someone who is interested in a product and is looking for more details

Marketers should customize their lead magnet based on the content keyword’s search intent. For example, informational keywords should have a soft call to action, like encouraging the reader to sign up for a newsletter for more information or joining a webinar.

Conversely, transactional and commercial keywords should have a more significant call to action, like signing up for a free trial.

6. Focus On Quality over Algorithms

While keywords are essential for lead generation, the content’s quality plays a more significant role in ranking the content and converting the reader. Bringing the right leads to marketing content is half the battle. The content needs to convince those readers to perform the call to action.

Quality content with industry-leading ideas, authority links, and expert advice will build trust with the reader. Then, when the reader arrives at the lead magnet, they are more likely to respond to the call to action.

7. Create a Full Funnel Strategy

Lead generation can occur at every stage of the buyer’s journey. Sometimes marketers might connect with leads who just met the brand. Other times a business will generate leads who are ready to make a purchase decision.

The most effective content marketing for lead generation combines the journey stage with the buyer’s persona.

“The most effective content marketing for lead generation combines the journey stage with the buyer’s persona.”

8. Make Conversions Easy

Businesses will generate more leads if the lead magnet is clear. For example, content creators might design a banner that attracts attention to the lead magnet.

Otherwise, content writers may make the lead magnet a bold sentence with a link to a webinar, contact form, or other lead magnets. This more subtle option is more effective for a top-of-the-funnel lead generation for raising awareness.

9. Incorporate Multimedia

Multimedia content performs best because it’s more engaging. The audience is more likely to act on the call to action when the content beforehand is engaging.

Some of the most engaging forms of B2B content based on the percentage of marketers who used the asset include:

  • Webinars (58%)
  • Reports (48%)
  • Blog posts (48%)
  • eBooks and White Papers (47%)
  • Case studies (39%)
  • Video (38%)
  • Podcasts (23%)

In 2022, 69% of B2B marketers increased their video marketing investment as that format is quickly becoming one of the most effective marketing strategies.

Marketers often combine formats to boost the performance of the content. For example, a content creator might embed a video in a blog post. That way, marketers are more likely to connect with the target audience and generate quality leads.

10. Use Creative Distribution Strategies

Once marketers create quality content, they must find ways to get it in front of the ideal audience. This task isn’t always as simple as choosing popular keywords. In reality, 90.63% of web pages don’t see any organic search traffic.

Marketers that want to ensure their ideal buyer sees the content and responds to the lead magnet must use more targeted distribution strategies.

Content syndication is highly effective for reaching buyers and raising brand awareness through lead-generation content. Content syndication is sharing content on third-party platforms. For example, a business might republish a blog post on LinkedIn, distribute it across targeted websites through Netline, or post it on a public site like Medium.

“Content syndication is highly effective for reaching buyers and raising brand awareness through lead-generation content.”

These distribution channels allow marketers to reach their audience by sharing content on sites they know the audience regularly visits. Through content distribution, marketers can go to the B2B buyers rather than wait for the buyers to come to them.

Other ways to distribute content to a target audience include email marketing, newsletter sharing, and social media posting. Those three channels are the business’s personal connections to reach interested buyers. So marketers can create middle and bottom-of-the-funnel lead generation content, like promoting trial signups.

11. Track and Analyze the Results

Marketers use the metrics they established in their goals to track and analyze their results. For example, tracking content performance helps marketers know what content is performing best and when to optimize the content.

Marketers often run several versions of the same content to see which version performs best. Businesses call this A/B testing. For example, content creators might compare the webinar signups from a link to a banner ad in the content to see which call to action readers prefer.

12. Continually Update the Content

After investing hours into a B2B lead generation marketing strategy, marketers want the content investment to work as long as possible. Regularly updating content helps content continue to perform well and generate quality leads.

Updating content includes:

  • Refreshing the writing
  • Adding updated statistics
  • Adjusting content optimization to new search engine rules

More and more businesses are including content updates in their content marketing strategy because updated content delivers consistent positive results and new leads.

Review Your Lead Generation Strategy

Behind the Work is a team of expert marketers with the tools and knowledge to create, distribute, and measure expert content that generates quality B2B leads. The marketing strategies attract and acquire a specific target audience to boost conversion rates.

Have an expert marketing strategist review your strategy today.

Contributed by BTW Videography

Hiring is the process of selling your company to ideal candidates.

When these candidates come across your job posting, why should they want to learn more about your company, culture, and benefits? What should they know about your history, and why should they want to be part of your future?

You’ll be hooking the right people if you can confidently answer these questions. Telling a visually interesting story is the best way to capture attention and allow you to make the case that you’re the best company to work for.

That’s why we recommend a recruitment video as part of any hiring campaign.

Many recruiters shy away from video because they think it will take too much technical knowledge or expensive equipment. However, the entire process can be completed with technology you already have access to.

From planning to production, we’ve collected eight easy steps you can follow to create your own engaging recruitment video.

FAQs About Producing a Recruitment Video

If you’d like to skip right to the details, scroll down to find the 8 steps.

How Do I Write a Recruitment Video for a Job?

To create effective company recruitment videos, start by laying out a basic story structure, including:

  • Your origins
  • The principles you believe in
  • Challenges on your road to growth
  • The role that your ideal candidate will play in the future of your business

From there, it’s best to flesh out the story with human interest by letting your employees speak on behalf of your business.

What Should You Include in a Recruiting Video?

You’ll want all the following elements in your recruitment video:

  • Interviews with current employees.
  • A cohesive, visually interesting narrative that tells your company’s story.
  • The culture of your company and why it’s a great place to work.
  • A relatable and optimistic plan for the future.

What Is a Recruitment Video?

Job recruitment videos, also known as video job postings, or work recruitment videos, are videos produced by companies looking to hire candidates for an open position.

How Long Should a Recruiting Video Be?

A recruitment video should be fairly short, about 2-3 minutes long. It should be long enough to communicate key details about your company’s culture and vision without getting too bogged down in minutiae or technical details about the open position.

Without further ado, here are eight simple steps you can take to make your own recruiting video.

Phase One: Planning

As with anything worth doing, it’s better to prepare in advance. Here are four steps you should follow during the planning phase of your recruitment video:

1. Determine Your Audience (Create Personas)

“In order to tell a great story that places your ideal candidate at the heart of the narrative, start with candidate personas.”

A persona is an idealized but fictional candidate representing the perfect employee you’d like to hire.

To design your ideal candidate, ask yourself questions like:

  • Who is my ideal employee on a personal level?
  • What are their career and life goals?
  • What do they need and want in a workplace?
  • How is your company better positioned to fulfill their desires compared to others?

2. Articulate Your Company’s Vision and Culture

After coming up with the ideal candidate persona, you should consider designing the image of the company you’d like to project.

Important factors to consider when developing an identity for your business include your ideal company culture, steps to achieve it, and how your business operations reinforce and feed off that image.

Your culture should feel cohesive with your ideal candidate. They are designed to be a perfect match for one another, so if something about this step feels off, it’s important to take a close look and smooth out any rough edges.

3. Come Up with a Rough Script

You should have a good idea of your final product before you begin video production.

Rather than trying to plan out every detail, focus on creating general guidelines that will shape the video you want.

Start by brainstorming simple ideas like music choices, office settings you can use, and visuals you want to include, such as office amenities or even a shot of your building and surrounding area.

Determine what you’d like to say in your recruitment video.

  • What’s the story of your company? Where have you come from, and where are you going?
  • How does your ideal candidate fit into this narrative? They should have an active role in the future of the company.
  • Don’t be afraid to talk about your challenges. Any good narrative involves a character overcoming problems. Your company has challenges and obstacles on the way to growth. Be open about those challenges and how you plan to overcome them with the right candidate.
  • Keep your video focused on the narrative. Don’t be tempted to include too many details about the position, job responsibilities, or other technical information. This will sap momentum from the video and detract from its ultimate purpose: telling an engaging story.

“Your company has challenges and obstacles on the way to growth. Be open about those challenges and how you plan to overcome them with the right candidate.”

4. Decide Whom to Put in Front of the Camera

No recruitment video can be complete without including the human element. Your current employees are the best resource you have when it comes to selling your company to potential candidates.

  • Ask for volunteers. This part is pretty important. You don’t want anyone in the video who may feel uncomfortable in front of the camera.
  • When asking for volunteers, make sure you keep the tone light. Let your employees know it’s a simple process that won’t take long and will involve them speaking honestly about their experiences at the company.
  • If possible, get someone outside the organization to ask recruitment video questions. This will reduce the pressure on them to feel like they have to answer questions a certain way. Keep in mind that a low-pressure, open-ended interview is the best way to get your employees to relax and relate to the interviewer on a human level.
  • Don’t forget to include some leaders in your video. Highly visible senior leadership gives the impression of a more dynamic organization that appeals to candidates.

“Don’t forget to include some leaders in your video. Highly visible senior leadership gives the impression of a more dynamic organization that appeals to candidates.”

Phase Two: Production

Now that you have a plan for your recruitment video, you’ll need to turn your vision into reality. This is the production phase of how to make a recruitment video.

5. Get Comfortable with Your Equipment

Despite what you may believe, having professional equipment is optional when creating a recruitment video. You can make do with just a couple modern smartphones—one for video and one for audio.

The only way to master the art of creating videos is to practice often. If you’re brand new to the process, here are a few tips for filming your recruitment video:

  • Avoid bad audio at all costs. Sound that is choppy, too loud, or incomprehensible will immediately degrade the quality of your final product and make it feel unprofessional. Record audio and video separately, then synchronize the two in the editing process.
  • Film in landscape, not portrait. Unless you create a recruitment video for social media where a portrait frame is appropriate, you want to avoid it. A wide-screen landscape picture is more visually appealing and will look better and more professional on bigger screens.
  • Keep the camera steady. Try resting your camera on a steady surface or invest in a tripod.
  • Get plenty of broll. In video production, a b-roll is the footage that is interspersed with your main shot. B-roll is important because it infuses the video with momentum and visual interest that a static, unedited shot can’t achieve.
  • Stay organized. Label all your video and audio files consistently, making them easy to reference in the editing process.

6. Be a Hands-off Director

Employee recruitment videos should feel natural and free-flowing while still having defined structures.

  • Keep interviews open-ended. Let employees talk as much as possible. The more freedom they have to search their thoughts and feelings for truthful answers, the more quickly you’ll get them to open up.
  • Be open to changes. You may learn that an idea or shot you wanted to include doesn’t make sense anymore. Be open to changing directions early and often at the suggestion of your employees or collaborators.
  • Minimize cliches and buzzwords. Compared to other methods, the best aspect of a recruitment video is the ease with which you can generate a compelling and engaging narrative. The quickest way to detract from this narrative is to bring the candidate out of it with too many buzzwords or cliches that will make it difficult to focus on what’s truly unique about your company.

7. Show, Don’t Tell

Remember that video is a visual medium, first and foremost. Keep your job recruiting video interesting by showing rather than telling.

For example, imagine an employee you’re interviewing bringing up how much they love the cafeteria. You should overlay that audio with a shot of the cafeteria, removing the need for the candidate to imagine what the cafeteria must look like and making it easy for them to imagine enjoying lunch there instead.

“Remember that video is a visual medium first and foremost. Keep your recruitment video interesting by showing rather than telling.”

8. Include a Specific Call to Action

By specific, we mean direct instruction, so the candidate knows exactly where to go to complete the application process. The less friction here, the more candidates you’ll have access to. Provide a link that is immediately accessible near the video, as well as instructions in the video for how to apply.

For Best Results, Go to the Experts

No matter your level of expertise or what technology you have access to, it’s possible to make a narrative-driven, personalized recruitment video that highlights the culture of your business to potential candidates.

However, if you really want to maximize your results, it might be best to let a professional recruiting video maker handle it for you.

Behind The Work is an inbound agency with a San Diego Videography team specializing in full-service creative campaigns, including professional recruitment videos for companies. We pride ourselves on our ability to collaborate with our clients and seek to fit ourselves into your production or marketing process as a partner first and foremost.

We’ll work alongside you to conceptualize and produce an effective recruitment video that tells the story of your business and relates it in a way that will maximize your recruiting efforts.

For an example of what we can do, take a look at what we created for the University of California. Of the candidates we helped them recruit, 100% were high-quality and still with them two years after the campaign.

To learn more about the services Behind the Work offers and how we can begin creating the perfect recruitment video for you, contact us to talk with one of our team members.

B2B professional services create customized offerings for buyers and develop relationships with each business based on trust. While there are several ways to build this relationship, video marketing is quickly becoming one of the top strategies for marketers.

However, is video marketing relevant in B2B marketing, or is it a passing trend among consumers?

Explore the potential of B2B video marketing for professional services and five ways for using video in B2B marketing.

What Is a B2B Marketing Video?

A B2B marketing video promotes your business, introduces your services, and builds trust with your audience. You can share your marketing video on your website, social media, or a third-party website where users can view it. Then, they can use links within the video or in the description to return to your website and sign up for your services.

“A B2B marketing video promotes your business, introduces your services, and builds trust with your audience.”

Is Video Marketing Necessary?

The demand for video content is growing as more buyers prefer the immersive experience that the media format offers rather than traditional channels for interacting with brands. Today, 86% of marketers use video as part of their strategy and plan to continue using it because of its high ROI.

To remain competitive in today’s market, you must incorporate video into your strategy.

Is YouTube Good for B2B Marketing?

The second most visited website is YouTube, the online video hosting giant. It provides the tools and audience you need to launch your next video marketing campaign.

Before you start investing in YouTube, here are a few B2B video marketing statistics you should know about the platform:

  • 30 million users log onto YouTube daily, and two billion monthly
  • Users watch over one billion hours of YouTube content daily
  • There are over 38 million channels on YouTube
  • 90% of digital consumers also use YouTube

Among that large audience are your B2B buyers, looking for relevant content in their industry. You can position yourself as a leader by providing that content through the most popular video site.

Why Is Video Important in B2B Marketing?

Here are four benefits to including video as part of your B2B marketing efforts:

Increases Lead Engagement

Videos are one of the best content formats for encouraging engagement.

For example, videos on Facebook have the highest engagement rate, videos on Instagram receive twice the engagement of regular photo posts, and tweets with videos see ten times the engagement as those without.

Engagement shows your viewers are interested in your message and trust your brand. It also lets you know whether most of your viewers are having a positive experience.

The ideal video length for engagement is within two minutes. After that, many viewers tend to leave. However, if viewers stay at least six minutes, they will most likely remain for the full video.

Addresses Different Learning Methods

Not everyone learns the same way. Roughly 65% of the population are visual learners. Visual learners retain information by viewing images, videos, and charts.

“Roughly 65% of the population are visual learners.”

You are missing a large demographic if all your touchpoints are only text emails, blog posts, or phone calls. Bloggers publish over 6 million new posts daily, and the average office worker receives over 121 emails daily. You want your content to be memorable despite the oversaturation of digital media, which requires a mix of strategies and an incorporation of media.

Adding a visual touchpoint through a B2B marketing video ensures that most of your audience will retain the information and remember your professional services brand.

Improves Your Search Ranking

On average, 68% of online experiences start with a search engine. So before your buyers ever find your brand, they will be on a search engine like Google looking for solutions or learning information in their industry.

The more content you create, the greater your chance of ranking in those searches. In addition, over half of website traffic comes from organic searches, which means search engine optimization should be a high priority in your B2B marketing efforts to drive new traffic to your site.

Video in your blog posts and web pages improves your site’s ranking in search engines. It also ensures the traffic you attract stays on those pages longer as it keeps them engaged.

In addition to supporting other content, video also ranks in a search engine by itself. YouTube videos appear in search queries based on the keywords you use in your closed captions, description, and title, as well as the video’s engagement rate.

Works Well with Social Media

Since 59% of the world’s population is on social media, spending an average of two and a half hours each day browsing content, it should be a core part of your marketing strategy. However, reaching your target audience isn’t always easy as there are millions of users and competing content.

Video content helps cut through the noise by adding an engaging touchpoint to your social media channels. To ensure your video appears in front of the right audience, you can sponsor the content and use filters such as profession and location to target your B2B buyers.

The top social media marketing platform is LinkedIn. There are over 630 million professionals on this social channel. In addition, 80% of them are decision-makers in their businesses. If you are looking for the best channel to share your B2B video content, consider adding LinkedIn to the top of your list.

Builds Trust with B2B Buyers

Trust and authority are the cornerstones of a buyer relationship. They need to trust your brand and recommendations and see you as a leader in your industry before they are willing to invest in your services.

“Trust and authority are the cornerstones of a buyer relationship.”

Video helps build that trust by developing a relationship through personal interactions on video. It gives you a fresh way to interact with your buyers and deliver messages. In addition, because they can see a face and someone’s eyes as they speak, it also improves the experience of receiving information.

Studies revealed the power of eye contact in communication. Some of the benefits of showing your eyes when communicating include:

  • Sharing emotions without speaking
  • Appearing more honest
  • Increasing your persuasive power
  • Improving understanding
  • Building respect

How To Use Video in B2B Professional Service Marketing

Use these five strategies for incorporating video into your B2B professional service marketing:

Types of Video Content

1. Thought Leadership Content

Roughly half of decision makers spend over an hour interacting with thought leadership content each week. Thought leadership is content where experts speak on a topic in their niche for the education and inspiration of others.

When you create thought leadership content, you establish yourself as an authority in your field. Your clients will see your content and learn to respect your opinion.

You can publish short-form thought leadership on YouTube or as short business-to-business marketing videos on your website. These are snippets of ideas and inspiration you share through video. They work well as complements to other content.

However, some of the most effective B2B video thought leadership are webinars. About 91% of marketers who use webinars say they saw great success with the format. Webinars allow you to dive deeper into a subject as most attendees prefer them to last around 45 minutes. In addition, they can be live events or on-demand, allowing you to share the webinar on YouTube and your website even after the event ends.

2. Monthly Video Blogs

About 94% of people will watch a video to help them understand a business and its services. Instead of only publishing regularly written blogs, you can add video content to your monthly or weekly schedule.

Regularly published video blogs can cover a wide array of subjects, just as you would on your website’s blog. For example, you can explain how your services work or talk about why businesses need services like yours, which creates demand.

Your monthly video blogs might also include training to help current customers continue benefiting from your services and maximize their returns. For example, if you offer content creation services, you can post videos on effective lead nurturing and follow-up strategies. These will help your customers convert the leads your content brought in.

3. Client Testimonials

Your buyers will conduct online research before choosing what services they will buy. About 92% of buyers will read reviews as part of that research. In addition, 95% of people say that reviews influence their decision.

Example of Client Testimonial

Sharing reviews on your website can build trust with future buyers as it shows you are a reliable company. Reviews also sometimes share specific ways others can benefit from your services.

However, you can add another layer of authenticity to your reviews by creating video client testimonials. As with your video content, testimonials are more trustworthy when the audience can see the speaker. They have more faith that the previous client is providing an authentic review and that the experience was positive because they can see the client’s body language and eyes while they share their experience.

Case studies are one of the most effective B2B content types. They are testimonials about past customers and how your brand helped that client succeed. In addition, it can serve as a roadmap for future clients looking for the same results and build trust with buyers since it provides specific ways your services benefit businesses.

4. Company Introductions

When you meet clients in person, your first act is reaching out your hand, making eye contact, and introducing yourself.

However, when a client’s first interaction with your brand is your website, you don’t have a chance to offer that hand of trust. Instead, you rely on your website to give a positive first impression. One way to make your visitor’s acquaintance is through an introduction video.

An introduction video appears on your about page or landing pages as a greeting to new customers. It gives them a friendly face to see while introducing them to who you are and what services you offer.

The ideal introduction video should be between two and three minutes long. Keep it professional yet remain human throughout. In the end, provide a clear call to action. These might be directions for contacting you or a specific service they could sign up for.

5. Talent Acquisitions

The expert team supporting your business is a crucial part of your outstanding services. However, finding that talent is getting more difficult in today’s labor shortage. There are 3.4 million fewer Americans working today than there were in 2020.

Because of the competitive market, you want your business to stand out to attract the best in your industry.

Video promotions for your business give job seekers an inside look at who you are as a company, what you stand for, and what your company culture is. It helps potential employees know whether they are a good fit and can attract new employees because the engaging format stands out in stark contrast to the thousands of plain text job listings.

Add Video to Your B2B Content Marketing Strategy

The upward trends in video marketing show that B2B video isn’t going away anytime soon. Therefore, those in B2B professional services marketing should adopt video into their strategy to remain competitive and stand out in today’s immersive multimedia society.

Contact us to learn about our video content solutions for B2B professional services.

Contributed by Sonny Sultani

Revenue Operations is something that has become increasingly popular in the business world in recent years. However, understanding Revenue Operations, or RevOps, can sometimes feel overwhelming. This Revenue Operations guide will help you explore many of the ins and outs of RevOps.

In today’s high-demand market, 78% of customers expect consistent interactions from all business departments, according to Salesforce. However, 59% of customers say each department feels unique instead of one cohesive company.

Revenue Operations works to overcome that disconnect and deliver a seamless experience for all customers no matter which departments they interact with.

Read through this guide to see if RevOps is right for you and learn how to implement it into your business strategy.

What Is RevOps?

Revenue Operations (RevOps) is the alignment of sales, marketing, and operations to maximize revenue potential. RevOps fully integrates customer retention, the marketing funnel, and sales processes so that each organization has the same goals and uses unified data.

“RevOps fully integrates customer retention, the marketing funnel, and sales processes so that each organization has the same goals and uses unified data.”

It includes nearly every business operation like identifying revenue leaks, reevaluating prices, and detecting at-risk customers.

In the end, the goal of RevOps is to increase business revenue and build better relationships with customers.

Consider implementing RevOps when:

  • Your sales team is struggling to close deals
  • Your marketing team is losing qualified leads
  • Your operations team is performing at a snail’s pace

How to Implement RevOps

1. Audit the Customer Journey

The primary goal of RevOps is to provide a cohesive experience for your customers. Auditing the customer journey is the first step toward a unified vision. You are looking for any disconnects between departments.

  • Examine your existing customer-facing content and make sure it aligns with the buyer’s journey. Plan to fill in any content gaps.
  • Audit your CRM technology for your sales, marketing, and customer service departments to ensure they are tracking all customer interactions.
  • Assess your website and other digital channels to eliminate any barriers for potential buyers.

2. Define and Align Customer Stages

Create goals and definitions for each stage of the customer journey. Make sure each team understands and agrees with these definitions and goals.

  • Evaluate your analytical process to make sure you are collecting the right customer information at each point in the sale pipeline.
  • Examine your tech stack to look for redundancies or gaps in your tools and software.
  • Give all teams guidelines for your new streamlined RevOps procedures. This should include sales, content marketing, and the customer experience.

3. Build a RevOps Foundation

Once you have identified problem areas and created new definitions, you can start building a solid foundation for your new Revenue Operations processes.

You should create:

  • A plan for customer acquisition that focuses on meeting or exceeding client expectations.
  • Streamlined workflows that collect accurate data and move prospects quickly through the sales pipeline.
  • Automated task queues that include follow-up emails and other customer touchpoints.
  • A RevOps dashboard that identifies current customer bottlenecks.

4. Optimize Your RevOps Strategy

Once you put your Revenue Operations strategy into place, the work is still not finished. You will need to continually adjust and optimize your processes as your business grows.

  • Create a routine RevOps meeting schedule to ensure alignment across all departments. Make sure all department heads recognize their roles in contributing to the growth and success of your RevOps plan.
  • Analyze your RevOps dashboard each month to identify which phase of the customer journey needs the most attention.

What Makes RevOps an Ideal Business Solution

RevOps is an ideal business solution because it gives each department within a company the same goal – to create a cohesive customer experience that ultimately leads to higher revenues.

“RevOps is an ideal business solution because it gives each department within a company the same goal – to create a cohesive customer experience that ultimately leads to higher revenues.”

There are a few key benefits that make RevOps an easy business decision:

  • Predictable Growth: Knowing what to expect can make a big difference in the success of your business. A solid RevOps process can give you more predictable growth. This can help you feel more confident in making certain business decisions, such as investing in new markets or creating new products.
  • More Transparency: In many business meetings, each department is focused on its specialty and individual goals without understanding what the other teams are doing. This can cause competition and friction between teams, especially if problems arise. With a RevOps program, your teams have complete visibility among each other. Each team sees the same big picture, and this creates a seamless transition from one team to the next.
  • Better Collaboration: With a unified goal and more transparency, your teams are more likely to work together. RevOps helps promote healthy collaboration and reduces infighting since all departments are working towards the same goal.
  • Improved Customer Retention: With a solid RevOps plan in place, each department has access to the same data. This means when they interact with customers it creates a seamless experience no matter where in the pipeline that customer is. This smooth customer journey will naturally lead to improved customer retention and higher revenue.

Revenue Operations Team Structure

In your business, each department likely has its own manager and possibly even a high-level executive. While all these team leaders are part of the revenue operations strategy, it is a good idea to create a new position or team that can oversee the transition with an unbiased eye.

1. Hire a Solid Generalist

In the new role of revenue operations manager or revenue operations vice president, it is a good idea to start with a single person. You can either choose a new hire or promote an existing employee with a strong understanding of your business structure.

You need someone who is comfortable working with all your departments and doesn’t favor one department over another. This means you need a solid generalist.

A RevOps specialist should be familiar with and able to learn a wide range of technical programs. They will need to analyze data and have a good understanding of what that data means. This person also needs a growth mindset and must be willing to try new things. Permit them to experiment, create new processes, and fail.

“A RevOps specialist should be familiar with and able to learn a wide range of technical programs. They will need to analyze data and have a good understanding of what that data means. This person also needs a growth mindset and must be willing to try new things. Permit them to experiment, create new processes, and fail.”

As a final consideration, your new revenue operations specialist should have a strong personality that can convince department heads and general staff that change is a good thing.

2. Grow Your RevOps Team

As your RevOps plan starts to take shape, you will likely need to expand the team. Your RevOps manager or vice president will need a team of specialists to help guide the adjustments for each department. There are numerous revenue operations job roles available.

  • Sales Ops: The Sales Ops manager on the RevOps team is primarily responsible for the CRM system. They will choose what data gets included and collected in the CRM. They will also work directly with the sales representative to train them and determine their quotas. As part of the RevOps team, they will help standardize sales processes and customer materials.
  • Marketing Ops: A Marketing Ops manager will be focused on marketing data. They will track information like pipeline, revenue, and leads. They will also work through marketing attribution to try to determine which marketing channels are performing the best. Working with RevOps, the Marketing Ops team will determine how many leads are needed to achieve revenue goals each period.
  • Customer Success Ops: A Customer Success (CS) Ops manager documents the customer journey and what it takes to improve customer support. They will work to improve workflow efficiency to help keep customers happy. As part of the RevOps team, they will handle customer health scoring and forecasting.
  • Ops Analysts: If your RevOps team continues to grow, you might need additional RevOps Analysts. These will be people who specialize in data analytics and spend their time working with your tools and software. Many of these analysts will be SQL or BI specialists who are experts in collecting data.

3. Create a Unified Data Stream 

The goal of any RevOps team is to create a single stream of unified data. You can accomplish this primarily through a CRM system. However, you can use other business intelligence (BI) tools to help you visualize the data.

Your Ops Analysts can create RevOps dashboards for each department and position. This will help each person in the company visualize his or her role in the overall RevOps mission.

Once created, your unified data stream will take constant upkeep. Your teams will continue to evolve, processes will change, and your products will improve – all these changes will require continual maintenance. However, the return will be well worth the investment.

4. Give Your RevOps Team the Power They Need  

Knowing what needs to be done and having the power to do it go hand in hand. When you create your RevOps team, make sure you give them the power and authority they need to act.

Knowing what needs to be done and having the power to do it go hand in hand. When you create your RevOps team, make sure you give them the power and authority they need to act.

If they are limited to handing over a proposal to other team leaders, the plan will likely fail. The head of RevOps needs to have as much, or more, decision-making power as the heads of other departments.

Revenue Operations vs Sales Operations

While the term revenue operations is relatively new, most business executives are familiar with the term sales operations. This can lead to some confusion in thinking that revenue operations is just a new term for what they already know.

Instead, you can think of sales operations as a part of revenue operations. Sales ops is primarily concerned with the company’s sales, while RevOps is focused on the entire customer journey.

For example, a sales operations specialist might be responsible for training sales staff, creating lead scoring models, and helping sales reps hit their quotas.

A RevOps specialist, on the other hand, will focus on connecting sales with marketing and other general business operations so that every department is working together on the same goals. When working as a single team, each department will create more opportunities for revenue growth.

What to Look for in a RevOps Vendor

Choosing the right RevOps vendor can have a huge impact on how successful your RevOps program will be.

A good RevOps vendor should exhibit these four characteristics:

  • Provide trustworthy automation and data: You want a RevOps solution that gives you automated data in real-time, so you always know the information you have is up to date. It should automatically gather data from sources like your CRM, calendar, email, and other business systems.
  • Offer deep revenue insights: You want a RevOps solution that goes beyond surface-level information to give you new insights. With these deep insights, you can uncover customer pitfalls and bottlenecks that are slowing down your revenue stream.
  • Have reliable performance: With a RevOps solution that gives you reliable performance and data month after month, you can spend more time focused on achieving your goals instead of digging through data for the answers you need.
  • Deliver predictable revenue: A good RevOps solution will help you reliably predict what your revenue will look like in the future. When you can trust that information, it gives you the freedom to explore new business opportunities. Perhaps you want to expand into a new market or introduce a new product?

Revenue Operations Resources

If you want to learn even more about RevOps, there are numerous revenue operations books and revenue operations courses available. Here is a quick snapshot of what you can choose from.

Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth

In this book, written by Stephen G. Diorio and Chris K. Hummel, they explore what it takes to grow a business in the 21st century. They look at the practical steps you can take to align your teams and unlock more revenue potential. It includes real case studies from across numerous industries and offers a step-by-step approach to connecting your departmental infrastructure.

The Revenue Acceleration Playbook: Creating an Authentic Buyer Journey Across Sales, Marketing, and Customer Success  

If you are ready to accelerate your sales, start making connections. That is the idea that author, Brent Keltner, presents in his book. He focuses on helping businesses create a more personalized and connected experience for their customers. He includes more than 20 real-life examples of businesses creating authentic customer journeys and increasing their sales.

Revenue Operations Courses

If you want to become a RevOps expert or make your resume more appealing for a future revenue operations role, consider these revenue operations courses.

  • Revenue Operations Certification: Hubspot offers a free RevOps certification class. It offers a solid foundation in basic revenue operations principles. It takes about 5 hours to complete this course.
  • Unleashing ROI: Offered by the RevOps Co-op, this 10-week course is designed to help you grow a career in revenue operations. It includes live instruction, permanent access to the course materials, a chat group with your cohort, and peer-reviewed work.
  • Revenue Growth Architecture School: Offered by Pavilion, the goal of this class is to teach business professionals how to design and achieve sustainable growth. It is free to Pavilion Associate and Executive members and lasts for two weeks.

Explore the Revenue Operations Guide with Behind the Work

At Behind the Work, we believe in offering companies a predictable revenue flow. Revenue Operations is an essential part of that process. We aim to deliver a seamless Revenue Operations process that can help promote transparency and teamwork.

If this revenue operations guide has piqued your interest, we can help you improve your revenue flow.

Ready to take the next step in your Revenue Operations journey? Contact Behind the Work today to get started.

Contributed by BTW Content Team
A Business Management Solutions Company Reached out to us to Become Thought Leaders in their Industry and Drive More Inbound Leads

“…truly feels like an extension of our team. We all work together and collaborate so well that we’re building off each other’s ideas and creating even better content. We also have a fantastic cadence going throughout the process, from IO to finished content. The strategy and supporting content are absolutely on target for our clients and referral partners.” – Lorin Gelfand, Dir. of Marketing and Communications at BBSI


BBSI was created to provide payroll administration, a great workers’ comp program, staffing and recruiting, and a variety of HR and business consulting services. But their real passion is wanting to understand who you are, your challenges and how they can make things easier for you

While BBSI has a mighty marketing team, they sought out the help of a marketing agency that could feel like an extension of their team.

They wanted an agency that understood the company just as they do. Someone who understands that BBSI stands for community first, adding significant value and being an invaluable partner for business owners. BBSI wanted to:

  • Develop a strategy to drive more inbound leads through an online source.
  • Build a robust and engaged client-side email database.
  • Re-engage lists.
  • Showcase their stability and expertise in HR management and risk mitigation.
  • Increase the number of engaged, informed, and excited business owners directed to regional sales reps from BBSI corporate marketing workflows.


Some of the challenges the marketing team ran into before working with us were that they needed a bigger team.

So after they decided on us, we were excited to be part of such a great group of marketers.

We dove in by learning about their brand and what it would take to help them achieve their goals, make their lives easier, and make BBSI a better company for those seeking business management services.


We made it our mission to understand BBSI and their employees, what their brand stands for, and to create content that blends seamlessly with their already established brand voice. We understood BBSI’s need for better organic search, re-engaging old lists, and converting new leads. 

We assisted by: 

  • Developing a strategy to drive more inbound leads through online sources
  • Positioning BBSI as a thought leader in business management by creating blogs that answered questions for their consumers and utilizing keywords for rankings
  • Integrated HubSpot with Salesforce
  • Re-engaging lists of over 13k brokers.
  • Creating a regular newsletter to keep their database engaged and growing 


of Organic Search were New Visitors


More Sessions


of New Customers from Organic Traffic


After implementing our campaign, the team at BBSI achieved their goal of increasing website traffic and successfully making their platform known. Some of the results were:

  • Improved organic search
  • Increased website traffic
  • Establishment as an industry thought-leader
  • HubSpot & Salesforce Integration
  • Increased Lead Generation
  • Email campaign management & improvement

One BBSI team member noted just how helpful our content has been by saying that their organization and extended network of partners and clients are engaging with the content which is driving their business forward.

So whether people choose to use BBSI for their business management or not, value-adding content proved instrumental in meeting industry needs and helped BBSI put its services in the public eye. 

Contributed by BTW Content Team

Acquirent is an outsourced sales and B2B lead generation company based out of Evanston, Illinois. Their mission is to recruit, train, and manage sales teams on behalf of clients ranging from innovative startups to Fortune 500 companies.

“When I started working with them, we asked for three things: leads, leads, and more leads! They delivered on all fronts.” – Kevin Morrisey, VP Acquirent

The Challenge

Our two main goals centered around generating new prospects and ensuring those prospects are qualified. When CEO Joe Flanagan approached Behind the Work for assistance with his company’s marketing goals, he told us he had three objectives: “leads, leads, and more leads.”

Acquirent had outsourced their marketing to companies in the past with mixed results – many of these had overpromised on their services or used measurements that were difficult to understand in terms of value.

Behind the Work recognized that Hubspot Marketing Hub would be the perfect software option for Acquirent, thanks to seamless integration tools and tools that helped deliver results in a way that could be easily communicated to the client.

Understanding the KPIs

  • Generate at least 150 leads per month
  • Increase opportunity to lead rate by 20%
  • Integrate tech stacks into a clean user interface.
  • Set up workflows and automation through LinkedIn and Emails
  • Utilize PPC to target new prospective leads
  • SEO Optimization delivered through weekly blogs and content syndication

The Buyers Journey

Before starting with our marketing efforts, Behind the Work had to understand what brought clients to Acquirent in the first place. We saw an immediate connection between Acquirent’s mission (recruit, train, and manage) and HubSpot’s flywheel (attract, engage, and delight). Their company’s success depends on scaling to client needs as their sales grow, and their business has relied on happy customers who become their best referrals.

Mastering their flywheel depended on reducing friction in this cycle.

Acquirent prides itself on its open office environment, training methodology, and proven success in outsourced b2b sales talent. With the move to remote working, this became a critical pain point for companies that might best utilize Acquirent’s services: “how can I hope to train my own sales team when we can’t even be in the same room?”

Acquirent’s robust roster of salespeople allows them to easily assign people to companies matching their personality type and sales ethic. While Acquirent initially struggled at the beginning of the pandemic, its services are uniquely suited to other companies in a remote working environment. We created lists around these ideal buyer personas and used marketing automation to target them.

Integrations + Workflows

Acquirent has a complex tech stack that had not been integrated into a central database. Hubspot’s dashboard was able to integrate Salesforce, WordPress, Google Ads, Callrail, NeverBounce, and their social pages together into an easy-to-read format.

Salesforce is the primary CRM at Acquirent, and HubSpot’s bidirectional workflows allowed information to be seamlessly updated between the platforms. These workflows also allowed us to clean up and organize their database, ensuring all future contacts would be assigned to their correct categories.

Marketing Automation

Email marketing automation was a strategy that we leveraged in multiple capacities: generating new contacts, and using prior customers to nurture relationships and build a network of referrals.

HubSpot allowed us to build out lists of ideal clients to send targeted messaging to, while engaging new audiences that hadn’t been contacted in the past. Behind the Work’s objective was not only to build out a new list of prospective leads, but to help nurture old ones – marketing automation was a method of achieving both. Targeting older clients with favorable reviews of Acquirent let us eliminate friction in their referral pipeline.

Our Solution

From the beginning, Joe Flanagan made it clear that he was only interested in KPIs that were “good for business, not the scorecard.” He wanted simple results that he could understand, so he could spend more time running his business and less time thinking about marketing strategy.

Hubspot Marketing Hub was the obvious solution to his marketing needs. It would allow us to perform the necessary changes for integrating their tech stacks, implementing marketing automation, and generating massive amounts of leads.

How HubSpot Led to our Success


Triggered workflows along Acquirent’s extensive tech stack, allowing us to set and schedule lead generation and nurturing campaigns.

Digital Paid Ads

Google Ads provided a key role in our strategy, targeted around a PPC keyword audit that delivered more focused ads.

Content Marketing

Content optimized to generate better incoming marketing leads through SEO principles.

Segmented Lists

Segmented buyers as they engaged with Acquirent’s digital marketing.

Reporting Dashboard

Acquirent’s marketing dashboard made it easy for them to understand marketing activities and sales performance.


Chatbots and CTAs implemented throughout the website to convert leads.


All forms were built through Hubspot

The Outcome + Looking Forward

Acquirent was stunned by the results that we were able to provide them with, thanks to Hubspot’s lead generation tools and marketing automation features. Not only have we been able to expand their pipeline growth significantly from pre-pandemic levels – we have continued to push their outsourced sales initiatives and expand their team when clients have needed them the most.

  • Increased closed deals by 39%
  • Increased MQLs by 100%
  • Increased users by 46%
  • Increased new users by 47%
  • Increased sessions by 43.5%
  • Increased page views by 19%


39% Increase in Closed Deals


386% Increase in Qualified Leads

Acquirent grew quickly in 2021. Embracing the possibility of remote work, Acquirent has been able to expand its hiring beyond the borders of Evanston, and opportunities arose. In June of 2021, they acquired Vorsight, an outsourced sales organization based in the D.C. area.

Behind the Work wanted to ensure that their branding and image matched the pace of their business. It was imperative that we updated their website to be mobile-friendly as well as simple to navigate.

To create Acquirent’s new website, we connected with Glantz Design. Acquirent has always boasted high traffic through organic searches, so it was important that during the transition, we were able to keep their search rankings intact while refreshing the text and look.

Acquirent Website

As part of our drive to create new ways of connecting with audiences, we experimented with a video chatbot on their main page. This has proven to be a strong conversion engine for their website, making lead generation even more streamlined.


Acquirent came to us to get back on track after being derailed by the COVID-19 pandemic. We delivered with optimal results – HubSpot let us deliver more qualified leads at a higher volume, with a range of tools that let us target multiple segments. Acquirent has quadrupled their lead generation through an automated system that consistently delivers on ROI.

Contributed by BTW Content Team