Case Study
Case Study
Case Study
Turning a Smart HR Tool Into a Scalable Lead-Gen Engine
Serand Case Study
Turning a Smart HR Tool Into a Scalable Lead-Gen Engine
Serand Case Study
Details
Serand is a modern candidate assessment platform that combines machine learning with occupational psychology best practices. It helps hiring teams make faster, smarter, and more confident decisions — reducing guesswork and improving hiring outcomes.
Low Brand Visibility in a Crowded Market: They had a strong product, but weren’t breaking through the noise in the HR tech space.
Inconsistent Lead Flow: Existing marketing efforts weren’t producing a steady pipeline of high-quality leads.
Underutilized Digital Channels: Tools like email, paid ads, and retargeting had potential — but needed structure, consistency, and scale.
Details
Serand is a modern candidate assessment platform that combines machine learning with occupational psychology best practices. It helps hiring teams make faster, smarter, and more confident decisions — reducing guesswork and improving hiring outcomes.
Low Brand Visibility in a Crowded Market: They had a strong product, but weren’t breaking through the noise in the HR tech space.
Inconsistent Lead Flow: Existing marketing efforts weren’t producing a steady pipeline of high-quality leads.
Underutilized Digital Channels: Tools like email, paid ads, and retargeting had potential — but needed structure, consistency, and scale.
Objective
Clarify the product’s value and communicate its USP effectively
Build a consistent lead generation engine and improve conversion rates
Leverage outbound, paid, and retargeting channels to scale visibility and demos
Objective
Clarify the product’s value and communicate its USP effectively
Build a consistent lead generation engine and improve conversion rates
Leverage outbound, paid, and retargeting channels to scale visibility and demos
Solution
1. Market Research & ICP Building
Analyzed top competitors using G2 and Capterra
Identified Serand’s unique value by comparing positive/negative competitor reviews
Defined Ideal Client Profiles (ICPs) — from Heads of HR and Talent to CEOs and Diversity Officers in the UK and USA
2. Cold Email Campaigns
Personalized outreach to decision-makers with clear meeting asks
Emails also drove targeted traffic to the site, building warm interest
3. Website Conversion Optimization
Simplified onboarding with Google sign-in
Added exit popups and chatbots for better engagement
Used Hotjar to optimize the signup journey, increasing conversions from 0.5% → 1.25%
4. Retargeting & Gated Content
Retargeted warm leads using high-value content (e.g., “Hiring Benchmark 2023”)
Email follow-ups prompted interaction and moved prospects down the funnel
5. Google Ads
Focused on high-intent HR keywords like “pre-employment assessment”
Used lead form ads with email follow-ups to improve conversion
Kept cost-per-lead low — averaging $110 per qualified lead
Solution
1. Market Research & ICP Building
Analyzed top competitors using G2 and Capterra
Identified Serand’s unique value by comparing positive/negative competitor reviews
Defined Ideal Client Profiles (ICPs) — from Heads of HR and Talent to CEOs and Diversity Officers in the UK and USA
2. Cold Email Campaigns
Personalized outreach to decision-makers with clear meeting asks
Emails also drove targeted traffic to the site, building warm interest
3. Website Conversion Optimization
Simplified onboarding with Google sign-in
Added exit popups and chatbots for better engagement
Used Hotjar to optimize the signup journey, increasing conversions from 0.5% → 1.25%
4. Retargeting & Gated Content
Retargeted warm leads using high-value content (e.g., “Hiring Benchmark 2023”)
Email follow-ups prompted interaction and moved prospects down the funnel
5. Google Ads
Focused on high-intent HR keywords like “pre-employment assessment”
Used lead form ads with email follow-ups to improve conversion
Kept cost-per-lead low — averaging $110 per qualified lead
Result
56 total demos booked
5/month from cold email
24/month from email-driven web traffic
9/month from Google Ads
18/month through retargeting
2.5x Increase in Site Conversion Rate
• From 0.5% to 1.25%
Higher Lead Quality & Lower CPA
Thanks to focused keyword targeting and follow-up synergy
Result
56 total demos booked
5/month from cold email
24/month from email-driven web traffic
9/month from Google Ads
18/month through retargeting
2.5x Increase in Site Conversion Rate
• From 0.5% to 1.25%
Higher Lead Quality & Lower CPA
Thanks to focused keyword targeting and follow-up synergy