Pinpoint HRM

Before commencing with Pinpoint HRM’s website redevelopment, we undertook a careful audit and mapped out up-to-date personas and their user journeys including those in our planned ABM streams.

We noted opportunities to appeal more strongly to each lead type, and undertook a UX-focused redesign, creating search-optimised pages and ensuring compelling calls to action (CTAs) were incorporated throughout.

Understanding Pinpoint HRM’s sales and marketing goals, we implemented a LinkedIn-focused account-based marketing (ABM) strategy tailored to specific target industries and key decision makers.

ABM has proven to be an effective B2B marketing strategy for Pinpoint HRM with a clear target audience. Instead of producing generalised content, committing ad spends to a wide scope of web users and crossing our fingers that the right people see it, ABM allows us to put meaningful and effective content directly in front of high-value B2B prospects. This approach is helping us engage, nurture, and convert prospects throughout their buying journey, ensuring Pinpoint HRM connects with the right people at the right time.

By leveraging an ABM strategy on LinkedIn, we move beyond standard targeting settings to create highly personalised opportunities for lead nurturing. This approach has significantly improved return on investment (ROI) and revitalised Pinpoint HRM’s sales pipeline, making the journey from initial contact to close more efficient and successful. The leads we generate are not just qualified but by the time they engage with the sales team, they are informed, engaged, and ready to collaborate.

As with any marketing effort, the more useful and relevant the content, the greater the opportunity for conversion. We collaborate with Pinpoint HRM to create high-value content that cements their position as industry experts with relevant insights. Our comprehensive Search Engine Optimisation (SEO) strategy drives useful and engaging content that not only stands out against competitors but also helps the business rank for highly specific, SEO-focused keywords. In some instances, their content now ranks competitively higher than international corporations in the same space.

Our content strategy spans blog articles, whitepapers, LinkedIn posts and LinkedIn newsletters, ensuring consistent, multi-channel visibility. We have also optimised all content according to Google’s EEAT (Experience, Expertise, Authority, and Trustworthiness) guidelines. This not only enhances search rankings but also ensures their content performs well on AI-driven platforms and chatbots, where trustworthy and authoritative sources are prioritised.

In partnership with Pinpoint HRM, we supported the creation of high-value B2B content designed to build trust and credibility with prospective clients over simply collecting data. This collaborative approach enables prospective clients to engage freely with valuable insights, strengthening their confidence in the brand. By openly sharing expertise, Pinpoint HRM is positioned not just as an HR tech solutions provider but as an industry leader that educates, empowers, and fosters long-term trust and relationships with its audience.

What sets us apart from other B2B marketing agencies is KLIQmetrics™—a powerful marketing analytics dashboard built by marketers, for marketers. Used by marketing teams in over 20 countries, it delivers real-time insights to reveal what’s working and where strategies can be refined for maximum impact.

By leveraging KLIQmetrics™ insights, we have driven measurable success for Pinpoint HRM over the years. Among many key achievements, we have secured top rankings for important SEO focus keywords that previously did not rank, while also accelerating LinkedIn growth, adding 3,600 new and engaged followers, with numbers continuing to climb.

The KLIQmetrics™ dashboard is accessible 24/7, eliminating the need to wait for monthly or quarterly reports. Transparent decision making and accountability are core to the KLIQ philosophy, and KLIQmetrics™ empowers us to deliver sustainable, results-driven strategies. This approach has been instrumental in driving Pinpoint HRM’s success, providing the insights needed to refine their ABM strategy and ensure every decision is backed by real-time performance data.