Workforce Management Client

Their main challenges were

- Customers were used to handling their payroll process in siloed systems 

- Some of them had invested heavily in similar tools and just didn’t want to switch 

- Product adoption was a big problem for companies with large teams 

‍Solutions: 

• Instead of going with the usual selling approach, we decided to try an exploratory approach to understand market preferences
• VPs were more concerned about the operational and financial pains while Payroll and HR were interested in the aspect of unified platform and the time-based pain points.

• So we had two exploratory sequences focusing on:

         1. Operational and finance based benefits for VPs and above.

          2. Unified platform and time-saving solutions for Mid management roles.

          Both worked well with 9 meetings in each segment 

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Observations: 

• Companies with in-house contractors found the product useful compared to those with outsourced agencies. 
• Staffing agencies resonated with the product and were more responsive
• Companies in nearby locations and companies in Chicago and Texas responded better on LinkedIn and showed high intent
• Reaching out to companies in the same geographical location as the client - California, hit the sweet spot with most of them accepting invitations to meet. 

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Results: 

With targeted outreach and messaging, we’ve helped accelerate their position in their target markets, successfully setting 18 meetings within 180 days.
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We set out to achieve 16-20 discovery meetings by reaching out to a maximum of 1200 prospects from 780 accounts in the pilot period. Our team achieved 18 fulfilled meetings in the pilot period (20 meetings till date).

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Learnings:

When you’re in a competitive segment, even with a kickass product buyer resistance is naturally high. The focus needs to be more on connecting their needs with their problems and continuously adjusting your approach based on market feedback.