AI-Powered Talent Solutions for Enterprises | Vilma Edwards from Beamery

Kevin Shirley: Pathmonk is the AI for website conversions.

With increasing online competition, over 98% of website visitors don’t convert. The ability to successfully show your value proposition and support visitors in their buying journey separates you from the competition online.

Pathmonk qualifies and converts leads on your website by figuring out where they are in the buying journey and influencing them in key decision moments with relevant micro experiences like case studies, intro videos, and much more.

Stay relevant to your visitors and increase conversions by 50% by adding Pathmonk to your website in seconds, letting artificial intelligence do all the work while you keep doing marketing as usual.

Check us out on pathmonk.com.

Welcome back to Pathmonk Presents. We’re really excited to have today’s guest on the show—Vilma Edwards from Beamery. Vilma, how are you doing today?

Vilma Edwards: All good, thank you! Very excited to be here and to chat with you.

Kevin: Of course! Thanks for joining.

Before we dive into marketing, growth, and digital efforts at Beamery, I’d love for you to give us a quick introduction. What’s Beamery all about?

Vilma: Sounds great.

Beamery is a talent lifecycle management software that helps the world’s largest businesses tackle their talent challenges. We do this with our AI-powered platform, providing real-time insights into workforce skills.

We help businesses hire and optimize their workforce by giving them better visibility into the skills they have—helping them make their organizations more productive and equitable.

Kevin: That’s interesting.

I was actually a recruiter in a past life, and I feel like this could have been a really helpful tool for me. But that was years ago when I lived in the States.

Focusing on Beamery and its growth and digital strategy, who do you serve? Who’s your audience, and what problems are you solving for them?

Vilma: We work exclusively with enterprise businesses that have complex talent management needs.

Typically, our customers are in industries like financial services, technology, and construction—any large enterprise with over 10,000 employees is the best fit for us.

Kevin: And within those companies, who are the key decision-makers? I imagine it’s mostly HR professionals, but can you break that down?

Vilma: Yes, exactly.

We primarily work with talent managers, talent acquisition leaders, and HR professionals responsible for skills transformation within their organization.

We also work with CROs and digital transformation leaders—anyone focused on making their workforce future-ready.

Essentially, anyone who cares about upskilling, redeploying talent, and making data-driven workforce decisions to support business transformation, especially as AI continues to reshape industries.

Kevin: Got it.

Now, shifting into customer acquisition, how do people typically find out about Beamery? What are your top acquisition channels?

Vilma: Many of our customers find us through word of mouth.

Because we work with some of the largest organizations in the world, we’ve built a strong reputation in the industry. Former colleagues often refer Beamery to their new companies.

Beyond that, we invest in digital marketing—including paid social and paid search—to ensure we’re discoverable when companies are actively searching for solutions.

We also attend a lot of trade shows, industry events, and host our own events, like Spark Live, which has been running for three years now.

Kevin: Interesting!

You mentioned paid social and LinkedIn. Are those your biggest digital channels?

Vilma: Yes, LinkedIn is a huge part of our strategy.

Our audience spends a lot of time there—whether they’re engaging with candidates, reading thought leadership, or researching industry trends.

LinkedIn also allows us to hyper-target—we can reach specific job titles, industries, and company sizes, making it high-quality and accurate for B2B marketing.

We use a mix of ad formats—video, carousel, conversation ads, and email—to engage potential customers.

Kevin: That makes sense.

Ultimately, no matter where someone finds you, they’ll end up on your website—so let’s talk about that.

How important is your website in client acquisition? Do you see it as a conversion tool, an education tool, or both?

Vilma: Both!

Our website is a core part of our client acquisition strategy.

It’s where we showcase our brand, case studies, awards, and resources, helping potential customers understand who we are and how we can support their business.

At the same time, it’s a lead generation tool—visitors can request a demo or contact us directly.

We want the website to educate visitors while also driving conversions.

Kevin: I hear this a lot—companies trying to balance educating visitors without giving away too much before a demo. How do you approach that?

Vilma: That’s a great question.

For us, it’s less about hiding information and more about tailoring it to the right audience.

Workforce transformation is complex, and we work with large enterprises where implementation takes time. Our website can’t answer every detailed question about integration and processes—that’s where sales conversations come in.

But we don’t believe in a black-box approach. If someone clearly understands our value and capabilities, they’re more likely to convert.

So we provide as much relevant information as possible—but leave room for tailored discussions with our sales team.

Kevin: That’s a smart approach.

Are there any specific tools or strategies you use to ensure a high-converting website?

Vilma: Absolutely.

We use a combination of analytics, user testing, and heatmaps to optimize our website:

• Google Analytics 4 (GA4) – We’re migrating to server-side tracking for better data accuracy.
• Heatmapping tools like Crazy Egg – This helps us understand user behavior, where they scroll, and what they try to click.
• User testing tools – We gather direct feedback from our target audience.

Combining quantitative analytics with qualitative insights helps us continually refine the website experience.

Kevin: That’s a strong setup!

Now, let’s talk about you as a marketer. What does a typical day look like for you?

Vilma: I work cross-functionally with marketing, sales, revenue ops, and analytics.

My day can range from hands-on problem-solving to strategic planning—making sure projects stay on track.

Right now, my biggest focus is revamping the website experience—ensuring it stays aligned with industry trends and user expectations.

Kevin: That’s exciting!

Where do you go to stay ahead and keep learning?

Vilma: I’m very structured about learning—I block time in my calendar for it.

I use:

• Coursera – I’ve taken courses on UX design and app development.
• Masterclass – It broadens my perspective (I recently watched a leadership course from a former Navy officer).
• Udemy – For specific technical skills like marketing automation and analytics.

Kevin: Love that.

Now, onto the rapid-fire round!

Last book you read?
Vilma: Siblings Without Rivalry—great for parents!

If tech had no limits, what tool would you want?
Vilma: A perfect real-time attribution tool that connects all marketing channels seamlessly.

One repetitive task you’d automate?
Vilma: Data cleaning and enrichment—it’s tedious and prone to errors.

One piece of advice to your younger self?
Vilma: Stay curious, collaborate, and have grit. Things won’t always go your way—keep pushing forward.

Kevin: That’s great advice!

Vilma, thank you so much for joining.

Vilma: Thank you for having me!

Kevin: Anyone looking to optimize talent management—check out Beamery. Thanks again, Vilma!

Vilma: Appreciate it—have a great weekend!