prioniere

Connecting with new talents

The southern German consulting firm prioniere has developed an innovative recruiting method for which we have implemented a highly effective marketing automation system based on HubSpot.

Customer:

prioniere

Industry:

B2B

Duration:

3 months

Services:

Introduction of HubSpot
Strategy recruiting process
Marketing automation
Content creation (AI)
AI-supported research
Campaign management
AI-supported data analysis

The initial situation

The shortage of skilled labour is omnipresent in many industries today. White collar profiles in particular - jobs that require intellectual skills with an academic background - are becoming increasingly difficult to fill. prioniere, a consultancy specialising in digital transformation, has developed a method for identifying interesting applicants on professional online networks (e.g. LinkedIn) and approaching them directly without a headhunter.

The tried and tested method of the prioniere team

The result

MASSIVE ART helped prioniere to implement a comprehensive recruiting process as a complete marketing automation solution based on the HubSpot sales CRM. The highlights of the project were:

Evaluation of suitable tools for the individual process steps

Quality control of e-mail recipients
Sales CRM with automation functions
Analysis & dashboards for performance control & AI
Implementation of automations in HubSpot

Implementation of the automations in HubSpot

System setup
Creation of workflows
Optimisation of the software for the specific requirements
Data import & optimisation with the help of AI

Development of standardised performance optimisations

Definition of the most important KPIs
Selection of parameters to influence the individual indicators
Development of standardised optimisation methods for ongoing campaigns

We are very happy to have found a partner in MASSIVE ART who has helped us to successfully realise our ideas in an uncomplicated way. You don't often see that on the market.

Martin Unger, prioniere

Co-Founder & CEO

These challenges have kept us busy:

How does an idea become an automated, digital process?

The basic idea behind Direct2Talent is surprisingly simple: HR departments often avoid active recruiting as it is very time-consuming. However, many potential applicants feel unpleasantly disturbed by headhunters and would prefer to be approached personally by the company.

Based on this realisation, the consulting firm prioniere, which specialises in digital transformation, developed a method to make active applicant management more efficient for companies. This is based on so-called sales funnels, which are actually more commonly used in digital sales. The advantage: these can be highly automated, which significantly reduces the time required by HR departments.

Together with the automation specialists from MASSIVE ART, various software solutions were evaluated in order to find a suitable tool set for implementation. The sales CRM HubSpot, which already provides many of the necessary functions for marketing automation as standard, played a central role in this.

Recruiting process as complete marketing automation

Personalisation - information tailored to the target person

Is HubSpot flexible enough to map a workflow outside of familiar online sales measures?

A particular challenge in the implementation was the fact that the recruiting workflow does not correspond to a classic sales funnel. The fundamental question was therefore: Can HubSpot be used so flexibly?

This question was quickly answered in the affirmative, because thanks to the system's completely open automation architecture, processes can be modelled and mapped completely freely.

Another key advantage of HubSpot was its rapid onboarding. The implementation of the workflows could begin after a short system setup and the first test campaign went online after just a few days.

How can software help to optimise recruitment?

An important success factor in prioniere's recruiting process is the rapid and partial optimisation of the performance of ongoing campaigns using AI. For example, the response rate can be used to determine whether the texts in the first contact emails are really working well. If the value is too low, effective improvements can usually be achieved through text alternatives.

However, speed is of the essence here. Campaign managers must have permanent access to performance data and then be able to carry out efficient optimisations. HubSpot offers a professional platform for data analyses and, thanks to the easy-to-use interface, changes to campaigns can be implemented in minutes.

At the end of the project and in live operation, it became clear that the decision in favour of HubSpot was the right one. The wide range of functions, many open interfaces, the user-friendly interface and a simple licence model make the sales CRM the ideal solution for making digital processes more efficient and thus getting the most out of sales and marketing workflows.