Established Professional Services Firm Trusts Mezzanine To Revitalize Brand And Build A Lead Generation Machine
Founded in 2007, HR Transformations is a leader in helping organizations manage change and development initiatives. They have evolved from an individual consulting practice to a team of more than 30 consultants, helping more than 120 clients create change that endures.
HR Transformations had reached a point where they would benefit from B2B marketing expertise. It was time to refresh their website, collateral and overall brand and they also needed to drive leads into their pipeline.
We were looking for professional deliverables as well as advice on how to approach marketing in a better way. We could see that Mezzanine would not only produce exceptional deliverables but also guide us through the processes so we would be able to replicate them ourselves going forward.
Partner at HR Transformations
Mezzanine assessed HR Transformations’ needs, and devised a marketing strategy to help them achieve their goals. Dramnitzke commented, “We felt our values were aligned with Mezzanine’s – that consultants should be thought leaders, but at the same time, they should listen to clients who know their business best. Mezzanine had that balance.” She continues, “They also completed tasks in the time they said they would. Even if we were holding projects up, they didn’t take that as permission to slow down. They kept us focused and on track.”
What We Did
- Refreshed brand guidelines
- Elevator pitch and key messages
- Target personas
- Website overhaul with responsive design and SEO optimized content
- Sales support literature: 4 sell sheets, corporate overview and capabilities deck, team biographies, stationary, and proposal and RFP response template
- Whitepaper and landing page, email messages, articles, blogs and social media posts
- Distribution of whitepaper via social media, email and industry channels
- Webinar, promoted and hosted
Event Strategy & Tactics
- Participation strategy
- Email, landing page, direct mail and Inmail
- Pre- and post-show email and phone script
- Weekly insight from team of marketers
- Copywriting of content deliverables
- Creative direction and design of content
HR Transformations has a long selling cycle of up to two years, so they were realistic about the length of time it would take to see results. Dramnitzke comments, “I do tell people that this is a long term investment and the rewards come over time. Did we get more contacts and do we have more leads as a result of our working with Mezzanine? Yes, for sure. More importantly, if you want a fresh perspective and B2B experts to teach you as well as produce, then you should contact Mezzanine.”
HR Transformations enlisted Mezzanine for a second engagement – preparing for an HR Summit. Dramnitzke notes, “The summit was a big investment for us, and we were looking at how to optimize our return on that investment.” She continues, “We have also been able to replicate the campaign framework that Mezzanine used for that summit, and we are able to repeat it, which is invaluable.”
I have recommended Mezzanine to other businesses. They are a boutique agency that works at a big-company level, so you get personal service, but with marketing strategies and tactics at a caliber that you would expect from a large organization. We had a very positive experience.
Partner at HR Transformations