CASE STUDY

Connecting with Employers and
Job Seekers:
How Kelly Services
Streamlined Marketing
for Better Engagement

Kelly Services, a global leader in workforce solutions, faced internal challenges due to increased demand from four newly developed business units and a disjointed marketing system. By adopting HubSpot and partnering with New Breed, Kelly successfully scaled its marketing resources, unified operations, and transformed customer relationships from transactional to personalized. Leveraging HubSpot’s Marketing Hub and Content Hub, Kelly centralized its customer data, streamlined its marketing processes, and significantly boosted engagement and conversions.

IMPROVEMENT METRICS

32% Increase in users

26% Increase in sessions

60% Increase in conversions

CHALLENGES

Internal Fragmentation and Cumbersome Systems

Decentralized Marketing Teams

Kelly Services experienced a spike in demand from its four newly developed business units, each with its own decentralized marketing teams. This fragmentation led to inefficiencies in managing campaigns, coordination, and communication across the units.

Outdated, Inefficient Technology

Kelly’s legacy marketing systems were complicated, slow, and did not support the modern marketer’s needs. Personalization was difficult to execute, and simple tasks like sending an email required multiple tools and teams, leading to delays.

Transactional Customer Relationships

Kelly’s customer communications were largely transactional, lacking personalization and thoughtful audience segmentation. Broad, one-size-fits-all announcements resulted in disengagement from key customer segments.

HubSpot Products Used

Marketing Hub

Content Hub

Sales Hub

SOLUTION

Unified, Centralized Marketing System

Streamlining Marketing with HubSpot & New Breed

With the help of New Breed, Kelly Services adopted HubSpot’s Marketing Hub and Content Hub, unifying its customer data and consolidating marketing efforts across its business units. This improved communication between marketing and sales teams, enhanced operational efficiency, and created a centralized platform for all marketing functions.

Personalized Customer Engagement

Using HubSpot’s Marketing Hub and Content Hub, Kelly was able to centralize customer data, making it easier to segment audiences and personalize content. The new system allowed Kelly to craft tailored content for specific segments, enhancing customer relationships and engagement.

Leveraging Automation with a Human Touch

Kelly implemented automation tools in HubSpot, like Content Remix and blog narration features, which helped marketers efficiently create and customize content. While automation streamlined workflows, Kelly ensured that content maintained its quality, keeping a personal touch in all communication. Elizabeth_inline_case_study_1

RESULTS

Increased Engagement and Operational Efficiency

Higher User Engagement

By unifying marketing operations and leveraging HubSpot’s tools, Kelly Services experienced a 32% increase in users and a 26% rise in sessions within eight months.

Boost in Conversion Rates

Kelly Services saw a 60% increase in conversions as a result of their streamlined content creation process, more effective audience segmentation, and personalized marketing campaigns powered by HubSpot.

Improved Cross-Team Collaboration

With the help of New Breed and HubSpot’s integrations, Kelly connected its marketing and sales teams, improving workflows and reducing manual tasks. This alignment fostered a more collaborative environment and positioned Kelly for sustained growth.

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Connecting with Employers and Job Seekers: How Kelly Services Streamlined Marketing for Better Engagement