Getting Results: How Paycor Integrated Interactive Content

Getting Results: How Paycor Integrated Interactive Content

Getting Results: How Paycor Integrated Interactive Content

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Paycor is a multi-service software solution for payroll, human resources management, HRIS, time & attendance, reporting, and tax filing. Using interactive content, they were able to more effectively drive buyers through the funnel, generate first time appointments, and boost their contribution to net new revenue – all on the SnapApp platform.  

What makes Paycor so successful?

The clearest answer is that the Paycor team aligned their content and their campaigns harmoniously together, and committed to them. They committed to layering interactivity into everything they were doing. Interactivity wasn’t the only component of their campaigns; rather, Paycor added interaction strategically where it made sense against the buyer’s journey.

How An Interactive Program Begins: The Need

As Paycor’s Principal Digital Marketing Strategist, Alex Schutte has a singular goal: drive more revenue for Paycor from digital channels.

The Paycor sales and marketing teams are in lock-step, and marketing is responsible for bringing in 40% of new revenue. New in his role, Alex was assessing ways to optimize existing content assets and increase audience engagement to meet this goal.

Like all marketing teams, he had a budget and a finite amount of bandwidth. He needed to do three things:

  1. Attract and convert net new leads

  2. Nurture leads through the funnel

  3. Convert leads into first-time appointments (FTA)

Paycor was already using interactive content on their website in the form of two calculators: one a time savings calculator, and one a calculator to assess the impact of new Department of Labor (DOL) regulations.

While these calculators were being used by visitors, and probably helping to drive leads, Paycor had little insight into their effectiveness.

Both calculators had three fatal flaws:

  • No integration with Marketo, so they had no way of passing any of the response data over to Salesforce
  • No way to include a lead form to capture new leads
  • No access to the actual response data submitted and received by users

Alex was floored by this. He knew the data captured in those calculators was valuable – it could better drive thought leadership content, guide their marketing strategy, and inform sales conversations. It seemed impossible that the data just “disappeared.”

Alex found out just one of the calculators cost over $10,000 to create through an agency, and he saw an opportunity. He could use that budget to bring in a tool that would let them create this content themselves, with full insight into the analytics and integration to their systems.

“One calculator cost over $10,000 through an agency, and didn't send the data anywhere!" - Alex Schutte

Choosing SnapApp

After assessing his options, Alex decided on the SnapApp platform for several key reasons:

  • Seamless Marketo integration: No need for involvement from IT.
  • Ease of use: Marketers, not just graphic designers, could create highly stylized and brand compliant pieces of content to embed seamlessly across multiple channels.
  • A broad range of interactive content: Alex and his team could experiment with many formats to create various experiences across different campaigns
  • Data collection: Lead data, beyond a general lead form, gathered throughout the experience could be used for better scoring models and sent to sales for increased insight.

Alex’s team quickly re-created the existing calculators, this time with full integration into their marketing automation system, lead capture, and insight into user data.

Within four months, they created four additional interactive assets for different stages of the funnel. Let’s dig into how they did that.

Planning An Interactive Journey

Where to start? Coming up with ideas for new content – let alone an entirely new range of content formats – is not always easy.  

Alex and his team approached planning for interactive content based on their goals:

  1. Attract and convert net new leads
  2. Nurture leads through the funnel
  3. Convert leads into first-time appointments (FTA)

Breaking it up into each stage enabled the team to devise multiple pieces of interactive content for the three broad stages of the funnel.

Now, we’ll explore how they approached developing content by funnel stage.

Goal: Impact Top of the Funnel

The Brainstorm

With new DOL regulations being issued, the marketing team knew potential top-of-funnel leads would be looking for educational resources around the subject.

Alex and his team hypothesized that developing content that would be a valuable educational resource for organizations during this transition might increase email engagement, boost paid media clicks, and generate more organic search traffic.

But, what to make? The team brainstormed ways to show how the new regulations could impact organizations instead of just telling them. And what better way to show impact than with cold, hard numbers?

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The Strategy

The DOL changes would have specific financial implications for companies. Paycor used those figures to develop an overtime calculator that showed salary adjustments that would need to be made when the regulations changed.

Try out the DOL Calculator yourself.

HR managers could enter an employee’s current salary (below the annual threshold affected by the DOL changes) and the hours worked per week, then calculate the potential increase after the change.

Paycor added a lead form between the “calculation” page and the “outcome” page, creating a powerful incentive for visitors to fill in their information and giving Paycor an evergreen stream of net new leads.

But Paycor knew they had designed this calculator for the top of the funnel for a reason: visitors looking for information on DOL changes might not (yet) be on the hunt for an HR software solution. They might just be curious about the changes, or they might be perfectly happy with their current solution.

As a result, they kept follow-up light, offering additional content (including a long-form guide) for more interested users.

Goal: Nurture Leads and Impact Middle of the Funnel

The Brainstorm

In the middle of the funnel, prospects are looking for more information and might be considering their options for a solution.

For these more advanced leads looking specifically for additional HR assistance, either related to the DOL regulations or not, Alex’s team had two goals:

  • provide relevant educational and comparative materials; and
  • gather more detailed information about them.

Alex and his team knew from their buyer research that prospects looking to “save time” on various HR tasks were typically ready to invest in HR software.

With that insight, they created a second calculator that would again show, not tell, how much time they might save on a weekly basis.

The Strategy

A more detailed and Paycor-focused piece of content, this calculator asked more in-depth questions to provide a result. Alongside the calculator, Paycor included copy around their solution (including a testimonial).

It’s clear at this stage Paycor is making the case for a prospect to choose their solution – but continuing to provide value.
 

In the middle of the funnel, buyers are looking for tools to help them compare options and determine the best way to move forward. This calculator, with more detailed questions and information about the Paycor solution, brought the potential results they would see with Paycor to life for participants.

At the same time, it's a signal to the Paycor marketing team that this lead is close to the middle of their buying process – and might be ready for more targeted, sales-oriented follow-on content.
 

 

Goal: Create Opportunities at the Bottom of the Funnel

The Brainstorm

Now that prospects are close to the end of their buying process, Alex and his team want to make sure they make it over the line into a First Time Appointment for Paycor.

Paycor’s audience is made up of buyers with a variety of challenges and needs. Recognizing that the bottom of the funnel is where their buyers require platform-specific guidance – which software solution is the exact right one for them – Alex’s team wanted to make it as easy for them as possible.

Typical bottom-funnel content for Paycor might be a one-sheet comparing solutions, or a Contact Sales form. But they thought an interactive experience that allowed a buyer to tailor the solution to their needs would be more compelling.

The Strategy

They created a Solution Finder that would help buyers pinpoint which Paycor solution is right for them.

Asking a series of questions around HR policies and procedures, the Solution Finder assesses a buyer’s current HR needs and recommends specific products to meet those needs.


Often, these types of questions are the responsibility of a sales representative – and buyers aren’t always willing to give up this much information on a phone call.

Providing this exchange as content instead of a sales conversation, Paycor created a user-friendly experience that was highly informative for both buyers and their sales team:

  • Buyers received specific, personalized results;
  • Sales was able to reference the data gathered to start a more relevant conversation for the prospect.

Keep reading to find out how the interactive experiences Paycor created – guiding prospects through the funnel – fit into the rest of their marketing activities.

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Where SnapApp Fits in the Tech Stack

In order to succeed with the implementation of any new marketing technology, it has to fit in with everything else in your marketing ecosystem.

Alex and the Paycor team knew that, and thought carefully about how bringing interactivity into the mix would blend with their other technologies.

Paycor divides their tech stack into five categories: Awareness, Lead Conversion, Nurturing, Deal Conversion, and Data Collection & Analysis.

The below map illustrates where SnapApp fits.

SnapApp centers in Paycor’s Lead Conversion tech stack area, amplifying both the Awareness and Nurturing stages.

Because they leveraged interactive content in social and paid media, SnapApp can help attract new visitors to the Paycor website.

Once the user is engaged, the data gathered integrates directly to Paycor’s Marketo database for advanced scoring and email nurturing.

Other marketing technologies Paycor uses to succeed include Bizible for digital attribution; Vidyard for video marketing; Hootsuite, GaggleAMP and Mention for social and PR; Optimizely for landing page testing and personalization; ON24 for webinars; AdRoll for retargeting; and Marketo for a variety of conversion and nurturing activities.

Promoting Interactive Experiences

Even with all the technology in the world in place, you still have to promote your content to attract those eyeballs.

To promote their new assets, Paycor used a cross-channel distribution plan to maximize net new leads and nurture current prospects.

Promotion channels used included:

  • email
  • paid media
  • social
  • website & microsite

Email

Part of Alex’s role is helping campaign managers increase engagement in their email marketing. Paycor has a significant email database, but like many marketers, they have a hard time breaking through in their prospects’ crowded inboxes.

The DOL campaign was an opportunity for Paycor to bring immediate value to their audience. Alex and his team ran two emails for the DOL overtime calculator:

Email1:

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Email 2:

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Subject line #1: “Breaking News: DOL Announces Final FLSA White Collar Overtime Exemption Updates”

  • 23.40% Open Rate vs. 20.80% Open Rate for Paycor average emails
  • 4.75% CTR vs. 3.10% CTR for Paycor average emails
  • 20.29% Click-to-Open Rate vs. 15% Click-to-Open Rate for Paycor average emails

Subject line #2: “The clock is ticking…prepare now for the DOL’s proposed overtime law”

  • 22.90% Open Rate vs. 20.80% Open Rate for Paycor average emails
  • 4.18% CTR vs. 3.10% CTR for Paycor average emails
  • 18.24% Click-to-Open Rate vs. 15% Click-to-Open Rate for Paycor average emails

These two emails drove significant traffic to the DOL calculators, helping Paycor nurture their existing leads through the buying process.

The improved open and click rates show how compelling this kind of content is for Paycor’s audience – demonstrating the power of leading with value.
 

Paid Media

A PPC ad took advantage of searches for the DOL regulations. The ad directed to a page dedicated to DOL on the main Paycor website. This page featured the calculator as one of several resources on the changes.

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Part of Alex’s strategy was to spread out thought leadership through paid social media – and then retarget them with display ads featuring the 7 Step Guide.

Here’s an example of one of the retargeting ads:

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Social

Paycor’s social approach used compelling language that offered personal results for users if they participated. Offering their calculator, essentially a free tool, Paycor provided value to their prospects before asking for anything in return.

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Website & Microsites

To gain an immediate impact and grab visitor attention, Paycor displayed their DOL calculator directly above the fold of their main website.

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The CTA – “See How You’re Impacted” – is particularly effective by offering a direct result for the user.

Pro Tip: Check out our best practices for CTAs for each major marketing channel!

Further down the website, Paycor also made their Solution Finder available for new and returning visitors.

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As mentioned above in the Paid Media section, Alex and his team also built a microsite dedicated to all their DOL change resources. Not only does this give a focused resource for visitors, but the microsites also boost Paycor’s SEO standing with pages dedicated to the DOL regulations.
 

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The overtime calculator was just one of the available options to learn more about the implications of the change. This gives the visitor a choice for the content they’d like review.

All the text in their calculator assets are also exposed for SEO (a handy perk of the SnapApp platform).

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The Results

What did all that brainstorming, planning, content creation, and promotion amount to?

Paycor was able to drive a huge number of visitors to engage with their interactive content, and convert many of them to First Time Appointments (FTAs).

Overall, the interactive experiences Paycor created received over 3,700 responses in 90 days. Those responses led to 226 FTAs, many of which converted into revenue.

In fact, Paycor attributed 23% of revenue from all digital marketing activities between May and July to interactive campaigns.

Is This Normal?

When comparing their content results to SnapApp benchmarks (already besting static content by big margins), Paycor was higher across the board.

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Many organizations judge the value of a new technology against the return on investment, and Paycor is no different. Alex kept scrupulous track of the revenue attributed to interactive campaigns, and was able to demonstrate a 2.7x return in less than 6 months, and 25x ROI after 9 months.

Alex’s team beat their expectations for creating first time appointments and contributing revenue.

Making Interactivity Programmatic

There’s no silver bullet for marketing success. As you can see from the SnapApp benchmarks above, Paycor blew way past the performance seen by an average customer.

What made them different? What made them so successful?

The clearest answer is that Alex and his team aligned content and campaigns harmoniously together, and committed to them. His team committed to layering interactivity into everything they were doing. Interactivity wasn’t the only component of the DOL campaign; rather, Paycor added interaction strategically where it made sense against the buyer’s journey.

Paycor has kept cranking out interactive content, and seeing impressive results. To date, 9 months after signing with SnapApp, the team has published 12 interactive assets and influenced millions in net new revenue. It’s a powerful reminder that as marketers, we need to look for the hits, not just the home runs. Iterating multiple interactive assets and pursuing a commitment to consistently better customer experiences across the board is better than knocking it out of the park once.

We can’t wait to see where they go next!  

As you can see from the story of Paycor, interactive content is a powerful amplifier to your marketing programs, and guides users effectively through their buying process. See how much interactivity could transform your marketing with a demo of the SnapApp platform.

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