Zenefits
We sourced a rock-star remote team of creatives, engineers, and technical experts that delivered next-level results for Zenefits’ marketing team. Scroll down to see a few examples.
Zenefits web strategy and performance get’s up-leveled
The web performance team we sourced for Zenefits was given the opportunity to optimize every page and web experience as they saw fit. This expansive freedom led to extraordinary outcomes.
What would it mean for your business if your web leads were 6x higher?
New Product Pages Homepage
They redid all product educational pages with the goal to visualize the benefits of an all-in-one HR platform.
- Ran over 60 A/B test experiments with 150+ variants tested in total.
- 15 personalization campaigns running at the same time.
- 100 hours in user research interviews.
Landing Pages
They developed an optimized template for all landing pages that doubled conversion rates.
Pricing Page
They optimized a complex SaaS pricing and offering so that people would feel comfortable enough for a self-serve checkout flow.
Many more pages
They redid so many pages they lost count. But all web touch points contributed to improving the overall signup conversion rate.
Data-first demand gen foundation
The Mozaiq-sourced analytics contractor executed a sophisticated B2B data strategy encompassing diverse experiences and properties.
At its core was a data-first approach that enriched and enhanced Zenefits’ demand generation function.
Launch of a media platform for small businesses
Zenefits wanted to decrease paid spend by relying more on organic inbound leads. As part of this big initiative, their Mozaiq-sourced web team created an owned media platform that could support the publication of 20+ articles per day, with built-in CTA testing options, personalized experience, communities, and allow members of the marketing team to self-manage the entire publication operation.
A Media Platform
They designed a new platform that would serve as a semi-independent source for reliable HR news coverage and information.
Embedded CTA’s
The owned media strategy allowed Zenefits marketers to place demand gen ads within their own content, at no cost.
Organic content
They designed and built multiple content templates, all optimized for search engine results.
Illustrations
They developed a unique illustration style in order to create intriguing visual appeal for critical articles.
SEO Improvements
Zenefits saw big SEO gains with a dramatic traffic spike during Covid. This allowed them to turn off paid search spend completely. All thanks to the SEO expert we sourced for Zenefits.
Invention of a new category in the HR industry
The Mozaiq-sourced design team was lucky to work with some of the smartest marketers in SaaS at Zenefits to develop the visual style and various engagement tools for a category changing marketing campaign. This was a broad and integrated campaign developed to educate and empower small business owners in the US on a better way to approach workforce management, one that puts a greater emphasis on employee well-being, encouraging the industry to move away from HR and embrace the concept of People Operations instead.
To carry out this ambitious marketing initiative, our sourced designers for Zenefits designed a new visual language to support the myriad touchpoints created, including a full-fledged book (Wall Street Journal Bestseller), ebook, landing pages, ads, graphics, and a web-based assessment tool with reports.
The work our remote designers put into this integrated campaign generated $14M in attributable ARR in 2021, an increase of more than 30% from the previous fiscal year and as such, became the single most impactful campaign in the previous five years.
generated in attributable ARR in 2021
Sophisticated web lead magnets and product snacks
One of the most impactful web strategies at Zenefits came from our Mozaiq-sourced web team: interactive lead magnets. These product-focused, web-based experiences outperformed traditional PDFs and ebooks by a wide margin. The team designed and built several evergreen versions that became key drivers of lead growth.
Employee Handbook Builder
This lead magnet was a remarkable success, enabling users to edit and generate their own employee handbooks while providing us with a direct upsell opportunity for Zenefits' handbook distribution and signature functionality.
Performance Review Template
Enabled users to create their own downloadable employee performance review.
Open Enrollment Checklist
Open enrollment is complex. This tool our Mozaiq-sourced team built helped users keep track of key dates and tasks during this time period.
POPS Maturity Model
They developed a maturity model to help prospects assess and compare their People Operations with others, gaining insight into areas for improvement and strategies for enhancement.
Campaign kit production at scale
Zenefits' GTM strategy placed significant emphasis on distinctively styled, high-quality, and impactful campaigns to boost latent demand. This entailed creating a complete campaign kit every two weeks, including hundreds of graphics, ads, landing pages, associated organic content, and an ebook. Achieving this feat was only possible because of the exceptional team of designers and project managers we sourced for Zenefits.
eBooks
Here are a few select examples of the ebooks they created.
Optimization of paid spend with more effective ads
Collaborating closely with Zenefits' PPC partner, the Mozaiq-sourced creative team implemented a performance-oriented approach to ad design. This involved investing more time understanding and responding to rapidly evolving social trends rather than simply creating repetitive on-brand ads. By doing so, they enhanced engagement, a crucial factor in controlling overall ad expenditure.
New Influencer style ads
Video ads that added a micro-influencer treatment
Varying branded ads
Ads with bold contrasts and a wider color palette than the brand.
Dynamic motion
Punchy and visually engaging social ads.
Setting of new industry standards for self-serve PLG experiences
Zenefits was ready for a product-led growth (PLG) selling motion, particularly as they shifted product development focus upmarket. Our Mozaiq-sourced web performance expert spearheaded the PLG initiative from strategy to development, crafting a multi-step sign-up flow that led into a trial environment. This allowed users to test, explore, and learn before purchasing, providing detailed interaction with the product.
Guided Tour
The web team created a demo environment that allowed people to tour the product while also exploring a live demo at the same time.
Onboarding Form
By creating a spoofed product feeling, their onboarding flow resulted in twice the conversions and a better understanding of incoming interests.
Checkout Process
Smaller accounts were able to check out themselves. It was critical prospects had a demo environment to help them understand all value props before taking such an action.
Tour Animations
The Mozaiq-sourced animator created custom tour animations to help people better understand how the product worked, and how it could help them run their small business more easily.
Contractor managed remote video production
Certain tasks don't lend themselves well to remote work, such as high-quality video production. Nonetheless, our team of remote contractors hired by Zenefits wanted to try. With a micro budget and some creative thinking, the team storyboarded a video and script, auditioned multiple actors, and collaborated, all remotely and in real-time, with an onsite partner for filming and directing. The result is a commercial-grade ad produced at a fraction of the cost.
Behind-the-scenes photos from their filming partner.
Behind-the-scenes photos from our filming partner.
New life brought to brand illustration
Zenefits' new brand had yet to develop an illustration style, but the advent of their new media platform, Workest, along with a category-defining marketing initiative, necessitated a distinctive and cohesive illustration style. The Mozaiq-sourced illustrator stepped up and delivered.
They created a modular brand illustration system consisting of hundreds of elements to streamline production and support consistent brand storytelling, enabling the rapid creation of cohesive visuals for marketing campaigns and content.
Illustration styles often lean towards abstraction. We took the opposite approach, infusing lifelike qualities into our artwork, while capturing the experiences and aspirations of our buyer personas.
This new system provided marketing with access to high-quality, yet easily produced illustration compositions.
Product development beyond marketing
Zenefits was invited to collaborate with The Hartford and other insurance providers to create a small business insurance marketplace, utilizing Zenefit’s remote Mozaiq-sourced team with expertise in strategy, design, and application building. The remote team of contractors worked closely with leaders across the Zenefits organization and key stakeholders at The Hartford to bring this marketplace to fruition.
Mozaiq is a game-changer. They enable our team to move faster, build more with less, and help bring to life what most marketers usually can only dream of. True rock-stars of their craft.
