HR Director at Manufacturing Company

=== PERSONA TARGETING TRANSLATION ===
Persona: HR Director Michelle

GOOGLE ADS TARGETING:

Demographics:

• Age: 35-54
• Gender: All
• Parental Status: All

Audience Segments:

• In-Market: Business Services > Human Resources Software
• In-Market: Employment
• Affinity: Business Professionals
• Life Events: Job Change

Keywords (for Custom Intent audiences):

• “HR analytics software”
• “talent management system”
• “HR compliance tools”
• “workforce management software”
• “employee engagement platform”
• “HR tech demo”

Placement Targeting:

• SHRM.org, HR.com, HRMorning.com
• YouTube: SHRM, HR Bartender, HR Tech Conference
• LinkedIn Audience Network (via Google Display)

Geographic: United States, Canada, United Kingdom

---

META ADS TARGETING:

Locations: United States, Canada, United Kingdom

Demographics:

• Age: 35-50
• All genders

Detailed Targeting:

Interests:

• Society for Human Resource Management (SHRM)
• HR.com
• Human resource management
• Talent management
• Business intelligence
• Workforce management

Job Titles:

• HR Director
• Human Resources Director
• Director of Human Resources
• VP of Human Resources
• Head of HR
• HR Manager (senior level)

Behaviors:

• B2B decision makers
• Small business owners (for smaller companies in range)

Combination Strategy: Job Title AND (SHRM OR HR.com interest) - narrow for quality

Audience Size Estimate: 85,000-120,000 (multi-country)

Lookalike: 1% of demo requesters, narrow with HR job title + company size

---

LINKEDIN ADS TARGETING:

Job Title:

• HR Director
• Director of Human Resources
• VP of Human Resources
• Head of HR
• Chief Human Resources Officer (CHRO)
• VP of People
• Director of People Operations
• Senior HR Manager

Job Seniority:

• Director
• VP
• CXO

Company Size:

• 201-500 employees
• 501-1,000 employees
• 1,001-5,000 employees (some manufacturing scale above)

Industry:

• Manufacturing
• Industrial Manufacturing
• Machinery Manufacturing
• Food & Beverages Manufacturing

Job Function:

• Human Resources

Member Skills:

• Talent Management
• HR Analytics
• HR Compliance
• HRIS
• Workforce Planning
• Employee Relations

Member Interests:

• SHRM (Society for Human Resource Management)
• Human Resources
• Talent Acquisition

Geographic: United States, Canada, United Kingdom

Audience Size Estimate: 45,000-65,000

---

TARGETING STRATEGY RECOMMENDATIONS:

PHASE 1 (Week 1-2): TEST BROAD - ESTABLISH BASELINE

• LinkedIn: Job Title (Director+) + Manufacturing Industry + Company Size
• Google: In-Market HR Software + Placement on SHRM/HR.com
• Meta: Job Title + SHRM Interest + Age 35-50
• Budget: $4,500 ($2,000 LinkedIn, $1,500 Google, $1,000 Meta)
• Goal: 30-50 demo signups across platforms

Test creative variations:

• Compliance pain points (regulatory risk)
• Analytics/data-driven HR messaging
• Talent retention challenges

PHASE 2 (Week 3-4): NARROW BASED ON DATA

• LinkedIn: Add Job Function filter (HR only) + Skills targeting
• Meta: Create 1% lookalike from demo requesters, maintain job title filter
• Google: Add negative keywords, focus on placement targeting
• Implement geo-specific messaging (US compliance vs UK/Canada)
• Budget: $6,000 (shift budget to best-performing platform)
• Goal: Improve cost per demo by 20-30%

Build retargeting audiences:

• Website visitors who viewed pricing/features pages
• Video viewers (75%+ completion)
• LinkedIn Lead Gen Form openers who didn’t submit

PHASE 3 (Month 2+): OPTIMIZE & SCALE

• Scale winning platform (likely LinkedIn for this B2B HR persona)
• Build custom audiences from engaged demos
• Implement nurture retargeting sequence
• Expand to adjacent titles (VP Talent, CHRO)
• Test ABM on LinkedIn with company name lists for manufacturing
• Budget: $10,000+
• Goal: Consistent 40-60 qualified demos/month

Multi-Country Considerations:

• US: Emphasize compliance complexity (FMLA, ADA, multi-state)
• Canada: Provincial labor law compliance angles
• UK: GDPR compliance, right to work checks
• Consider separate campaigns by country in Phase 2+

---

EXPECTED PERFORMANCE:

LinkedIn: $90-150 CPL (highest quality, most qualified)

• Best for mid-market manufacturing HR directors
• Expect 15-25% demo-to-opportunity rate

Meta: $60-95 CPL (good volume, moderate quality)

• Broader reach, good for awareness + retargeting
• Expect 8-12% demo-to-opportunity rate

Google: $50-80 CPL (highest volume, intent-based)

• Display placements on SHRM/HR.com perform best
• Expect 10-15% demo-to-opportunity rate

Recommended budget split: 45% LinkedIn, 30% Google, 25% Meta
Minimum test budget: $4,500
Timeline: 4-6 weeks to optimization
Key success metric: Cost per qualified demo (<$120 blended)

OPTIMIZATION SIGNALS TO MONITOR:

• Demo completion rate (target: 60%+)
• Company size match (200-1000 employees)
• Industry match (manufacturing)
• Time to demo scheduling (faster = higher intent)
• Sales qualification rate

CRITICAL SUCCESS FACTORS:

• Landing page must emphasize HR analytics and compliance
• Demo booking friction should be minimal (Calendly integration)
• Multi-country phone numbers/booking times
• Sales follow-up within 4 hours for LinkedIn leads
• Retargeting critical - manufacturing HR directors research extensively before booking