Intro
Avanoo is a rapidly-growing “culture story platform”. The first-of-its-kind company uses storytelling, machine learning, and predictive analytics to help enterprises share employee stories that reinforce the best in their culture.
Navigating the Storm
Funnel Bakers resorted to a snippet approach targeting various personas in the HR/People/Culture space with a piece of content that would resonate with the prospect.
As such, the research team spent a substantial amount of time sourcing snippets on websites, blogs, and other platforms, which when paired with messaging, resulted in the average of 2,5% conversion rate.
Once most face-to-face events were canceled, the approach was adjusted to a virtual format securing up to 30 appts per TownHall and then slowly transitioned back to a reactive snippet campaign at the reopening stage focusing on high seniority titles only.
Such a move allowed for more thorough sourcing of personal content on several topics (Racial Inequity, Agility/Resilience, Leadership, EQ, etc) posted by each prospect targeted.
Hi {{first_name}},
I stumbled across {{company_possessive}} {{website_type_page}} page and appreciated it. It felt authentic. I especially loved “{{Snippet}}”
I imagine one of the ways you promote this healthy workplace culture is by elevating employee stories of success. Leaders in culture and HR have done this for years, but until now, we haven’t had a scalable way to preserve & distribute those stories.
I’m writing to invite you to an exclusive, interactive storytelling workshop on {{date}} at {{location}} for top HR & culture leaders in {{city}}. You’ll see how to use stories in the workplace to create a sense of belonging and connection and, crucially, how to leverage those stories to yield big results. Plus, you’ll get a delicious lunch and 2 SHRM credits for attending!
Results
We secured an average of 1.5% conversion rate in appointments across all campaigns (Workshop, Virtual Town Hall and Demo), given all the pivots during the COVID period, as well as grew Avanoo’s audience through various channels, including LinkedIn, by 25%.
