Operational metrics like handle times and customer satisfaction often define success in BPO and contact center organizations; however, we know that building a strong global brand, company culture, and strategic marketing function are equally essential in the customer experience outsourcing industry.
Avantive Solutions earned a Silver Stevie® Award for Marketing Team of the Year in the 21st Annual American Business Awards®, and we were honored to be recognized alongside some of the country’s most respected brands and business leaders. The American Business Awards are the nation’s premier business awards program, with more than 3,700 nominations submitted by organizations of all sizes and industries.
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Building a Global Marketing Function for a Growing BPO
Before 2022, Avantive Solutions had no centralized global marketing department. We were growing fast, opening new locations and expanding our role as a customer experience outsourcing provider, but that growth was happening without a unified brand or voice.
We built a small, multi-talented marketing team to change that. Their scope covered every internal department globally: Business Development, Recruiting, Human Resources, and Operations. They also supported executive leadership on external thought leadership.
Their unwavering dedication and creative approach resulted in several successful initiatives that laid the groundwork for growth, boosted employee engagement, improved our social media presence, and helped us achieve aggressive recruiting targets.
A Stevie® award judge stated, “Impressive commitment and results for any organization – the fact that it was all delivered by a team of 4 is incredible.”
Driving Growth Across Branding and CX
Under the leadership of Lindsey Warren, Chief Marketing Officer, our team began with infrastructure. They established an email marketing system, including list building and automated workflows to support Business Development lead generation.
Internally, the team prioritized employee communication and engagement. They sent over 70 internal communications in 2022, covering company updates, employee recognition, international holidays, and engagement initiatives across our global contact center locations.
Externally, the team helped elevate the Avantive Solutions brand through social media, thought leadership, events, and digital experience improvements. They more than doubled the company’s LinkedIn following within a year, while the launch of CX Reimagined, a monthly LinkedIn newsletter focused on customer experience and contact center trends, attracted hundreds of subscribers shortly after launch.
The team also secured webinar collaborations and speaking engagements for Avantive Solutions’ executive leadership, including CEO Frank Pettinato, while supporting a full 2023 event calendar with conference materials and booth design.
To further strengthen the company’s digital presence, the team led the redesign and rewrite of the Avantive Solutions website to better support both prospective BPO clients and candidates exploring career opportunities with the company.
Supporting High-Volume Contact Center Hiring
When we needed to ramp up hiring quickly for some of our long-standing clients, the marketing team led talent acquisition efforts. The goal was to hire more than 600 contact center agents in less than four months.
The team created digital ads for Meta, Google, and Spotify, and placed traditional advertising on billboards and in transit stations. Ads ran in multiple languages to reach candidates across markets in the United States and Mexico. The campaigns filled our recruiting pipeline and ensured we hit our hiring target.
Congratulations Lindsey Warren, Adrienne Valpy, Greta Medina, and Sarah Berry on their well-deserved win!
