FINDING A VOICE FOR ABM AT ISMS ONLINE
ISMS Online approached us to find a Demand Generation manager, and when we dug deep into the role, we learned that ABM (Account-Based Marketing) would be a huge part of the role.
What’s more, the company was looking for someone who could speak up and act as a voice for marketing across the business. As Demand Generation involves significant amounts of work liaising with different parts of the business, from product to sales, it was essential that the person we look for could carry out that role within the business.
With a remote-first offer and a generous package, we knew that candidates would be interested - and we therefore expected high response rates.
So we drew up a long list over a period of 3 days which took in a range of different candidates - some that we knew already, some we really wanted to get to know, and some we didn’t yet know. That original list was over 80-strong.
Outreach - round one
Our first round of outreach saw us reach a 55% response rate within just 24 hours - a staggering response rate given that industry averages are around 20%, and ours tends to be 40% on first round.
By giving all of the details up front, as well as our calendar link, we give candidates everything they need to make that first decision about whether to discuss the role or not.
We booked in 18 interviews in that first round of outreach, and a further 9 from our second and third rounds of outreach.
Screening calls
Our screening calls have two aims - firstly, to assess whether the candidate is a good potential fit for the business, and secondly, for the candidate to assess whether this is a good opportunity for them.
The majority of our screening calls push right up to the 30-minute mark, as we have a detailed conversation about the candidate’s past achievements, and we go into depth about what it’s like to work for ISMS Online.
At this point, after 27 interviews, we chose 5 candidates to go forward to interview with ISMS.
The pipeline
We built a candidate report portal for this Demand Generation role, where the client could access all of the candidates and their CVs from one secure location, along with our notes and key information such as their salary expectations and location.
All five candidates were interviewed, and three were chosen to go through to the second round.
Two were then scheduled for a final round interview with the board, and the successful candidate was chosen within an hour.
