An incredible 400% increase in leads for Thorn Baker Group

The Thorn Baker Group is a specialist recruiter in Construction, Industrial and Estates, Facilities, and Maintenance. Their teams have decades of recruitment know-how, supplying the best workers to their clients and placing candidates into their ideal jobs across the country. Their passion is turning candidates into trusted employees and jobs into careers.

Marketing Automation and data are central to successfully linking people with recruiters and, therefore, jobs. As a B2B business, Thorn Baker found working with their incumbent platform, Mailchimp, extremely challenging because of their strict rules around legitimate interest. After months of trying to find a solution, Thorn Baker lost the ability to email 80% of their database. This was preventing them from delivering on their business KPIs.

Identifying website visitors

Identifying website visitors was an essential lead generation driver for the business. Before working with Spotler, the marketing and sales teams at Thorn Baker could not identify the location of their website visitors. As a B2B national business with multiple regional offices and sales teams, it was essential to identify visitors to the website and know which location the visitor was in so that the marketing teams could qualify and distribute known visitors (leads) accordingly.

Turn visitors into leads

Having identified the problems, Thorn Baker’s team moved to the research phase. They needed to work with a more specialised marketing platform provider that understood B2B businesses, especially the nuances of lead generation.

The first step in the project to upgrade their tech stack was to ensure that their CRM could integrate with the website and a new marketing automation platform. Once this step was complete, it was full steam ahead!

Automate the sales funnel

Spotler worked closely with the Thorn Baker team to understand the business’s needs and requirements. This enabled the teams to identify the right solution to help them meet their business goals.

Thorn Baker needed a solution to automate their marketing communications and identify website leads to feed the sales funnel. The Spotler Marketing Automation solution and its lead generation tool were the best fit to help them meet their business goals.

For many businesses, onboarding a new marketing technology can be painful. Spotler prides itself on having a seamless onboarding process that works closely to support the client at every step. A clear differentiator in the marketing automation technology landscape.

“Onboarding with the team was excellent, and I think it’s a real benefit. I haven’t had this much support when implementing a new product from any supplier. Lots of information is available online but what was really essential to us is that we could speak to someone when we needed help.”

400% growth in send lists

Whilst still in the early days post onboarding, Thorn Baker is already seeing tremendous results.

• More website leads were generated in the first week than in the previous quarter for one sales team.
• Able to identify actual people visiting their site, not just companies!
• High satisfaction with sales teams, who are highly engaged with the leads generated. Knowing who has been on the website is a revelation for them.
• 400% growth in send lists!

As Thorn Baker continues its marketing optimisation programme, we look forward to working with them on expanding lifecycle automation and improving their marketing automation maturity.