Smart ABM for Smarter Recruitment - KAYBE Case Study
About Mind Mill
Belfast-based Mind Mill is a software and technology company offering SaaS to businesses of 200+ people, dealing with large volumes of recruitment.
In a nutshell, they automate the recruitment process, making it easier for recruiters to find large numbers of the right applicants in order to meet the needs of their clients. But the thing that sets them apart is that Mind Mill’s solution is all about ensuring the recruitment process is unbiased, assessing candidates based solely on their skills rather than allowing subconscious bias to come into the equation.
Their intelligent tool screens applicants, putting them into categories: most capable, not so capable, and those that Mind Mill doesn’t suggest considering due to poor assessment results.
The Challenge
Mind Mill found themselves in a position where they had grown very quickly and were working with a few select clients. Ultimately, though, they wanted to accelerate this route to market in order to get their product in front of as many recruitment businesses as possible. So, building a pipeline in order to start attracting new business was a must.
They were referred to KAYBE by a digital business development company, and their aim was to create a digital outreach to push out to prospects.
The Solution
Mind Mill had a clear idea of the businesses and decision-makers they wanted to reach. They needed a way to open the right conversations with the right people, and KAYBE was the perfect fit.
Through a highly personalised, account-based approach, we helped them attract and engage their ideal clients in a more relevant way. This gave their sales team stronger opportunities to follow up with, helping to bring ready-to-buy prospects into their pipeline.
Let's talk results
In this campaign, KAYBE successfully increased Mind Mill’s brand awareness among their target audience, which consists of HR professionals.
Rather than relying on generic outreach, the campaign gave Mind Mill a clearer way to show HR professionals why their solution mattered. KAYBE shaped the messaging, campaign journey and supporting content around the audience’s priorities, then took it to market through a focused, personalised approach. This created relevant interest from businesses already aligned to Mind Mill’s offer, giving their SDRs warmer opportunities to follow up and nurture into sales conversations.
As a result of using KAYBE, Mind Mill achieved a ROI of 31% on this campaign – a great result that’s seen some incredible interaction from new businesses.
Why KAYBE
KAYBE is a multi-award-winning marketing agency, with a team of highly-skilled experts, each with their own specialism. Our clients are what drive us, and every decision we make is centred around them. Not only that, but we’re obsessed with getting them great results.
We work with and for each of our clients, acting as an extended part of their team, meaning we’re completely committed to their campaigns as though they are our own. Our Connect:X service is a sophisticated take on a traditional ABM solution, and as a result of using it, our clients have seen:
