Lead generation project

Customer name is undisclosed and can be obtained upon request

Project scope

The requirement was to get as many corporate HR professionals to sign up for the demo of an innovative HR product that Customer had developed to reduce recruitment costs.


Alena Systems used both ProfileFinder™ and GroupBuilder™ processes and tools to select the appropriate audience and to promote a sign up page so that the targeted HR professionals introduced to the product offered by Customer.


Direct marketing is not accepted on social networks and just does not work. We developed a Social Media Plan where targeted HR professionals join a Group in which other HR professionals could discuss their own experience with the product.


Lead generation was done in a way that is compliant with the Social Media paradigm and that works. Targeted people do not receive old-fashioned direct marketing communication but instead get to know about a product through recommendations from their peers.