Intro

On the surface, SmartDreamers had it all: a stellar product, great reputation, and good traffic. Their paid ads campaigns also brought plenty of people to the website. The problem was converting those visitors into leads. 

Targeted Accounts

Companies such as L'Oreal, Siemens, UiPath, Infosys, Genpact, and many others are digitally transforming their talent acquisition ecosystem with the SmartDreamers platform.

Challenge

They faced the eternal lead generation problem. With clients like L’Oreal and Renault, SmartDreamers was a world-class platform for Recruitment Marketing Automation. However, they had few marketing channels to get data about their customers, and they needed a fresh perspective on their marketing strategy.

Solution

Since SmartDreamers’ team was already handling their marketing pretty well, our job was more about optimization. They already had a content strategy in place, but what we did was make it: a) data-driven and b) lead generation-oriented. And of course, we had to lay the groundwork for all future campaigns. 

First, we performed comprehensive SEO and content audits. We saw that there was quite a lot of room for improvement in terms of visibility in search. We also noticed that SmartDreamers needed to reshape their content policy: instead of making a lot of articles with rather thin content, they needed to focus on big articles and product features. 

The team then went into conversion rate optimization and conversational marketing, with a focus on traffic data, design, and chatbots. In the process, we found a host of quick fixes that could lead to serious lead gains. 

They felt like part of our team rather
than an external resource.

Ovidiu Mihai-Mărginean

Product Marketing Manager at SmartDreamers

We created a list of recommendations for SmartDreamers to improve their website’s navigability and client funneling. Since chatbots were already in place, we could skip onboarding and go straight to new chatbot designs. We also provided a Google Ads traffic bot for Romanian users — they accounted for 17% of the traffic for one of the campaigns.  

Another big thing was updating landing pages and SmartDreamers’ branding e-book, both of which would work as lead magnets.
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Results & Conclusions

By the time we were done with the long-term content strategy, SmartDreamers qualified leads rate grew by 80%. The approach to marketing and sales changed completely: they decided to center marketing around education and clarity. Now SmartDreamers have a structured way of managing projects and prioritizing tasks to reach specific goals. 

Even though SmartDreamers’website was doing fine and pulling a lot of traffic, they now have all the tools they need to turn that traffic into a consistent stream of revenue.