Bluebird is a specialised recruitment agency in the Software as a Service (SaaS) sector, founded in 2020. What sets Bluebird apart is its unique approach: all of their consultants have first-hand experience in the roles they recruit for. This means they have former marketers helping their customers hire marketers, sales hire sales and engineers hire engineers. They help SaaS companies with both commercial and technical roles. Operating from offices in Amsterdam and Sydney, Bluebird serves SaaS companies globally, positioning itself as a trusted partner of 300+ SaaS companies.
Before partnering with Dapper, Bluebird had worked with several marketing agencies, none of which yielded satisfactory results. Despite investing in multiple Google Ads campaigns, they struggled to generate leads and were not advised to explore alternative content formats also. With most clients acquired through referrals, there was minimal ROI from marketing efforts. The goal for Dapper was clear: Generate leads for Bluebird's sales team.
Dapper’s strategy focused on three main areas: Capturing existing demand, boosting brand awareness, and driving demand within the SaaS market.
We restructured Bluebird’s Google Ads campaigns to better capture existing demand. This involved extensive keyword research, A/B testing of ad creatives, and optimising landing pages to increase conversion rates. The revamped campaigns were designed to reach high-intent prospects actively searching for recruitment services in the SaaS industry.
Recognising the potential for thought leadership within Bluebird's team, we developed a content strategy to position them as industry authorities. We onboarded 14 LinkedIn thought leaders from Bluebird and equipped them to post weekly from their LinkedIn accounts. These posts were designed to share valuable insights, industry trends, and expert opinions, effectively positioning Bluebird as a thought leader in the SaaS recruitment space.
The awareness content we produced together, with expert input from Bluebird and content production by Dapper, included thought leader posts, SEO blogs, videos, and carousels. They aimed to funnel prospects towards mid- and bottom-of-the-funnel content like banner ads and testimonials. This comprehensive strategy guided prospects through the buyer's journey, leveraging demand generation methods to drive tangible results for Bluebird.
By implementing a comprehensive content strategy and leveraging targeted advertising, Bluebird achieved outstanding results that significantly enhanced their marketing performance:
Engagement Rate and CTR on LinkedIn Ads
Win rate and 5+ high-quality inbound leads per month
Bluebird
