Up-to-date skills are not only often required by industry regulations, they are also a key factor in productivity and competitiveness. We help clients differentiate themselves by highlighting the competencies they’ve built that are difficult for their competitors to replicate. We help clients build credibility and awareness around their training offerings by highlighting their expertise where they will be seen by their target audience.
Whether it’s safety training or technical knowledge, we help our clients sell their training offerings by emphasizing that training is about more than checking a box, it’s an investment in your employees and when done right can boost the bottom line through higher engagement and loyalty.
Case Study: Evangelizing Safety Through Digital Strategy: External CMO Services for an International Specialty Training Organization
A B2B services and specialty training organization with a strong reputation tapped Benecomms to establish the company’s marketing function and help it compete digitally in the face of a growing number of vocal new entrants.
Beginning with mapping buyer personas, competitive and SEO analysis, and a CRM buildout, our focus was to grow their online presence and clarify its positioning as the leader in high-touch experiential training. Leveraging the company’s world-class instructors, curriculum, unique training facility, and its position as an employer of choice, we crafted and executed a comprehensive content calendar for PR, social, and thought leadership content.
Teaming up with the organization’s subject matter experts we produced dozens of articles, blogs, Q&As, and thought leadership pieces in Occupational Health & Safety magazine, VPPPA’s The Leader, and much more. We also spearheaded applications to cornerstone industry awards, resulting in their achieving EHS Today’s “America’s Safest Companies” award, as well as the company’s Chief Safety Officer winning the NDSC’s “Outstanding Safety Professional Award.”
Written content and PR evangelizing innovations in safety and rescue, resulted in close to 10,000-page views internally and externally, placements in outlets with more than 750k users/month. Additionally, strategic video content layered additional value; when they wanted to grow its rescue services bench, Benecomms executed a digital recruiting push, centered on video marketing, which resulted in a 75% reduction in cost-per-hire and reached over 16k targeted prospects.
Most importantly, our work focused on lead generation and sales enablement for this client; one campaign, for example, in support of a signature annual training event, delivered 8x the qualified leads (as compared to years past). Through a comprehensive HubSpot build and CRM implementation, leveraging Sales and Marketing Pro, we built the company’s deal pipeline, trained its sales and support staff on HubSpot, and migrated close to 20K contacts. Our client now has clear visibility into its revenue pipeline, lead nurturing, and sales enablement processes.