CareerArc
CareerArc is an HR tech company helping employers attract and engage talent through social recruiting. After rebranding and relaunching its flagship product, CareerArc's lean marketing team needed to ramp up inbound demand quickly, without the in-house resources to do it at the speed the business wanted. CareerArc needed a partner that could prove value fast, fix the paid media and CRM foundations underneath demand, and build growth that compounds.
increase in qualified inbound demo requests
YoY
increase in conversion rate of booked demos to opportunities
QoQ
the problem
CareerArc had just relaunched its flagship product and needed more inbound volume behind it. The team understood demand creation and demand capture, but paid media wasn't built to execute on either one.
"We have a really lean team," said Christina Cunningham, Director of Marketing at CareerArc. "We were looking for ways to pretty rapidly ramp up our demand gen, and we didn't necessarily have all the resources in house to be able to do it as fast as we wanted to."
Visibility was the other gap. Marketing and sales talked regularly, but the CRM couldn't connect a demo request to a held meeting or an opportunity, or tie either back to a channel.
"I had this big Excel sheet, and it would take me hours to update every single month to see where all that was coming from," said Cunningham.
the work
Christina had followed Refine Labs for years and attended its live sessions. When CareerArc’s CEO approved budget for an agency, she called it a no brainer. The harder part was getting buy-in for demand generation on a fast timeline.
“Results compound over time, which is a little bit harder of a sell when we’re looking to do something pretty quickly,” said Cunningham. “With that engagement, it was easier for me to get buy-in. We got proof of concept.”
A six-week initial engagement confirmed the fit and produced a quarter-by-quarter roadmap, so the full engagement started with a plan rather than a ramp-up period. Refine Labs focused first on top of funnel while the CRM was being rebuilt, and quickly found the biggest leak.
“We realized pretty quickly that our target audience was just way too big,” said Cunningham. “We were spending our ad dollars, but we weren’t really spending them efficiently.”
Together, CareerArc and Refine Labs focused on seven core motions:
Once top of funnel was producing, the work moved down funnel and into sales, where calendar booking and the ROI calculator turned more of that new demand into pipeline.
“The expertise that the team has in ad platforms and what levers to pull is unparalleled to anything I’ve ever seen in an agency,” said Cunningham. “They really were an extension of our team. It felt like nothing was ever off limits to talk about, even if it wasn’t necessarily something that was in our contract.”
increase in qualified inbound demo requests
YoY
increase in conversion rate of booked demos to opportunities
QoQ
the RESULTS
Our partnership helped CareerArc build a demand engine that compounds, then turned that engine into qualified pipeline:
This was more than paid media execution. It was a lean team getting senior strategy, a clear roadmap, and proof early enough to keep investing.
“What I really appreciated was the team was always willing to extend a hand beyond just paid media,” said Cunningham.
”
"If you haven't found repeatability with your inbound motion and you're trying to figure it out fast, then I would work with Refine Labs."
Christina Cunningham
CareerArc
·
Director of Marketing
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