#41 - 6 Marketing Tips for B2B HR Products
Hello matketing fam!
Welcome to 41st edition of my growth marketing weekly newsletter. If you are new here consider subscribing for insightful marketing write-ups every Sunday: https://lnkd.in/dBhCjjE4
With 15+ years in marketing, I’ve spent 10 years focused on B2B HR products.
My first 5 years were at an employment screening firm, and working for employee health insurance and wellness product for the last 5 years.
Both industries relied heavily on technology to deliver their servies.
Through conversations with HR leaders and CHROs, I’ve learned how HR teams operate and their daily challenges, so it helped me refine my marketing leadership for HR focused products.
Here’s a simple checklist to help you succeed if you are in HR tech marketing.
1. Focus on Lead Generation: Many think B2B sales come only from networking & referral. But to reach larger audiance like SMEs, use paid ads (Google/Facebook) or SEO. This keeps your sales pipeline full and consistent.
2. Nurture Your Leads: While your sales team closes deals, educate leads through content and that's via newsletters. Share product benefits and success stories. When buyers are ready, they’ll already trust your solution. This speeds up sales!
3. Create Helpful Content for HR People: HR professionals are active on LinkedIn. Post content that solves their problems—like recruitment tips or employee retention strategies. Avoid hard-selling; focus on adding value.
4. Use AI Wisely: AI saves time, but don’t depend on it completely. For example, write newsletters yourself first (using customer insights), then use AI to polish the text. This keeps your content unique and meaningful.
5. Track Marketing, Sales, and Product Data Together: Don’t just look at campaign or social media stats. Combine marketing data with sales CRM and product data and provide insights to relevant teams. This helps prove marketing’s impact on revenue and shows teams where to improve.
6. Talk to Customers Regularly: HR departments buy your product, but employees use it. Talk to both groups! Ask for honest feedback to fix issues and improve marketing messages. Most clients won’t speak up unless you ask.
Use this checklist to refine your strategy. If you want to learn further, connect with me and send me a message. Khurram Zahid
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