How HCLI grew its contact list 1,700% with HubSpot and email
The challenge
The Human Capital Leadership Institute, a strategic partner to Singapore's Ministry of Manpower, needed more registrations for its Human Resource Leaders Programme. Its campaigns were spread across disconnected platforms and were generating few contacts and fewer signups.
Executive education is a considered decision. HR leaders respond to peer insight and practical tools, not volume email, so the answer was an integrated approach that combined high-value content with the strategic reactivation of relationships HCLI already had.
One platform, content worth the signup
We consolidated scattered tools, Campaign Monitor, Hootsuite and Eventbrite, into HubSpot as a single platform, set clear KPIs and tracking, and built targeted personas for CHROs and talent-acquisition leaders.
Then we transformed the content. HCLI's existing HR Leadership Stall Points report was repurposed into multiple formats, a specialist whitepaper was written for talent-acquisition heads, and a custom HR assessment tool was built for CHROs, supported by SEO-optimised blog posts, social content and landing pages with early-bird offers.
Previously most of our leads came from tapping into our own networks and database. Our campaigns never utilised media or any marketing automation software like HubSpot. Construct Digital showed us just how to make use of these channels and tactics to increase our exposure and outreach.
Annette Heitmann, Marketing & Communications Manager, HCLI
The Results
Growth the platform could prove
Campaign Assets
The Creative Work
