Gabrielle Dunbar

Today’s buyers take it for granted that HR vendors will provide platforms that prioritise employee experience, engagement and wellbeing. They need technology that can support a growing number of remote and hybrid workers, and increasingly, they want powerful personalisation and real-time data insights driven by AI. 

It can be a challenge finding the right product in a crowded, fast-moving market. The HR tech market is growing by around 10% a year, and spending is expected to increase from $37 billion in 2023 to more than $80 billion in 2032. 

Differentiate your proposition 

HR technology suppliers looking to capture the attention of B2B buyers need a clear, differentiated proposition that makes it easy for potential customers to understand how your product addresses their pain points and delivers value. 

Conducting market research is an invaluable way to understand your prospects’ pain points, which enables you to develop messaging that articulates how your technology addresses them. It’s important to remember that today’s B2B buying cycles are longer and involve more people than ever, so content should be personalised and tailored to different personas at different stages of the buying journey. 

Build content and campaigns around data insights 

Want to stand out? Make sure your marketing data is providing the insights needed to segment and target B2B audiences precisely, creating personalised content that is relevant and useful to each prospect. HR tech buyers are increasingly data literate, and are often looking for proof points that justify technology investments and strategy. 

Companies that focus on providing evidence-based insights, original research and hard data around business value and ROI will drive more attention and engagement. 

Using content that positions your brand as a trusted expert is a powerful way to build trust with prospects. This might include longform content such as white papers or case studies, but may also include data insights that illustrate industry trends and insights that are useful to the market and journalists. Consider creating original content that visualises data - infographics, dashboards, calculators and other interactive tools can make data more engaging. 

Target your marketing activity 

Businesses are bombarded with generic sales messages that don’t resonate with buyers who expect personalised experiences that address their specific circumstances. 

Using data insights to segment your audience and personalise content helps your campaigns to stand out. Marketing teams should use account-based marketing (ABM) strategies to identify and target relevant buyers within HR teams, and provide high quality content across multiple channels. Don’t forget to continually monitor performance data for marketing campaigns, so that content can be refined and tailored in real-time. 

3 key considerations before launching your marketing campaign

Before launching your next HR tech marketing campaign, consider these three critical factors:

  1. Market understanding and differentiation - Take time to thoroughly analyse your market position and competitive landscape. What unique value does your HR technology bring to the table? How does it address specific pain points that other solutions don't? Having clear, data-backed answers to these questions will help you craft messaging that resonates with your target audience and stands out in an increasingly crowded market.
  2. Data strategy and content planning - Ensure you have the right data infrastructure in place to support your campaign. This includes tools and processes for tracking engagement, measuring ROI, and gathering insights about your target accounts. Consider what content formats and channels will best showcase your value proposition – whether that's through thought leadership content, interactive tools, or case studies that demonstrate concrete results. Remember that different stakeholders in the buying process will need different types of content.
  3. Campaign measurement framework - Define clear success metrics before your campaign launches. What KPIs will truly indicate progress toward your business goals? Beyond basic metrics like engagement rates and leads generated, consider how you'll measure the quality of leads, pipeline velocity, and ultimately, contribution to revenue. Having this framework in place from the start will allow you to optimise your campaign effectively and demonstrate its value to stakeholders.

Want to discuss how we can help you create campaigns that deliver measurable results.  Reach us at letstalk@championcomms.com.