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Industry
Human Resources
Challenge
RHmais needed to generate more leads - and above all better leads, reaching the sales team already qualified and with enough context to close deals more effectively.
Results
In just one year of partnership, RHmais achieved growth of over 300% in visitors, leads and new clients, consolidating a strategy that now generates around 200 qualified leads per month.
Key Product
Inbound Marketing, HR & People, Lead Generation, Growth
“The vision of integrated campaigns that follow the entire business funnel, the leadership position and proven experience in Inbound Marketing were the critical decision factors that led RHmais to choose YouLead as a strategic marketing partner.”
About RHmais
RHmais is a 100% Portuguese company in the Human Resources Consultancy sector, founded in 1987. With a team of around 2,300 employees, it is the largest national contact center management company, also operating in outsourcing, job solutions, training, e-learning and customer experience.
Executive Summary
RHmais was almost entirely dependent on its sales force to generate business - with no structured marketing strategy and no connection between marketing and sales. With YouLead, it implemented an Inbound Marketing strategy built on HubSpot, covering the entire business funnel. The result: over 300% growth in new clients generated by marketing, with an average of 200 qualified leads per month - in a partnership that has already lasted more than 6 years.
The Challenge
Until 2016, the sales force was the backbone of all RHmais business. The existing CRM only recorded commercial activities - with no connection to marketing activity. The problem was clear:
Leads reached the sales team without being ready for a commercial contact;
There was little demographic and behavioural information about contacts;
There was no alignment between marketing and sales;
It was difficult to scale business generation without growing the commercial team.
The YouLead Solution
YouLead identified Inbound Marketing methodology as the most strategic approach for RHmais’s objectives, and HubSpot as the most suitable platform to support it.
How it was Implemented
The implementation was phased, ensuring operational continuity and ongoing evolution:
- Phase 1 - Strategy: workshops with teams, persona definition, buyer’s journey and content plan.
- Phase 2 - Platform & Website: HubSpot configuration and launch of the new Inbound website.
- Phase 3 - Full-funnel activation: top, middle and bottom-of-funnel campaigns - content, email, webinars, landing pages and paid campaigns.
- Phase 4 - Continuous optimisation: performance dashboards, lead scoring, chatbots and continuous innovation throughout the partnership.
Results
By the end of the first year of partnership, RHmais recorded over 300% growth in visitors, leads and new clients - compared to the previous year. The strategy went on to generate an average of 200 qualified leads per month. The partnership continues to evolve, with regular innovations that reinforce RHmais’s position in the highly competitive HR Consultancy market.
Your company can generate 200 qualified leads every month.
Talk to a YouLead consultant and discover how Inbound Marketing can transform your lead generation and drive sustainable business growth.
Frequently Asked Questions
What is Inbound Marketing and how does it generate qualified leads?
Inbound Marketing is a methodology that attracts potential clients through relevant content, rather than interrupting them with advertising. The result is more qualified leads - contacts who already know the company and are closer to a purchase decision when they reach the sales team.
How do you align marketing and sales with HubSpot?
HubSpot centralises marketing and sales data on a single platform, allowing both teams to share information about leads, track the funnel in real time and make decisions based on the same data.
How long does it take to see results with Inbound Marketing?
The first results in traffic and lead generation generally appear between 3 and 6 months after launch. In the case of RHmais, by the end of one year the strategy was already generating over 200 qualified leads per month.
Does YouLead work with companies in the HR and consultancy sector?
Yes. YouLead has proven experience in Inbound Marketing and HubSpot projects for HR and consultancy companies, such as RHmais - the largest national contact center management company.
What is lead scoring and why is it important?
Lead scoring is a scoring system that classifies each lead based on their profile and behaviour - pages visited, content downloaded, emails opened. It allows the sales team to prioritise contacts with the highest probability of conversion.