We rebuilt PeopleStrategy’s digital foundation—revamping their brand, website, and marketing funnel into a scalable engine for growth.
Overview
Industry: HR Technology | Focus: Mid-Market HCM (Human Capital Management)
PeopleStrategy.com was a human capital management platform offering a comprehensive suite of tools including HR, benefits, payroll, and compliance support. Designed for mid-sized businesses, the platform aimed to modernize workforce management with an all-in-one cloud-based solution. However, despite having a strong product, the company was struggling to generate qualified leads or articulate a clear value proposition in a crowded HR tech landscape.
Problem
When we began our engagement with PeopleStrategy, the company was facing significant challenges in both brand clarity and lead generation:
Website performance was poor: Conversion rates were below industry benchmarks, and users lacked a clear path to take action.
No defined buyer personas: The messaging didn’t speak directly to the specific pain points of key decision-makers like HR Directors, CFOs, or Operations leads.
Marketing efforts lacked focus: There was no unified strategy for content, paid media, or lead nurturing.
Inbound lead volume was extremely low: The company averaged only 1 qualified lead per month, making pipeline growth nearly impossible.
This lack of clarity and direction meant the brand wasn’t just invisible to potential buyers—it was underutilizing every marketing dollar spent.
Solution
We took a full-funnel, full-service approach to overhaul PeopleStrategy’s digital marketing engine and brand presence:
1. Website Redesign & Messaging Overhaul
We completely redesigned the website with a focus on clarity, speed, and conversion. The new site featured:
Clear value propositions directed at HR and finance personas
Streamlined navigation and UX optimized for demo requests
Strategically placed CTAs, lead capture forms, and trust-building elements (case studies, testimonials)
2. Persona-Driven Campaigns Across Paid Channels
We developed and executed paid media strategies across:
Google Search (high-intent lead capture)
LinkedIn Ads (B2B targeting by job title, industry, and company size)
Meta Ads (retargeting and awareness)
YouTube Ads (top-of-funnel awareness using skippable in-stream ads)
3. SEO & Content Marketing
We launched a content strategy aligned with common search behaviors of HR buyers:
Long-form blog posts and guides targeting long-tail keywords like “payroll compliance checklist” and “HR software for mid-sized businesses”
Downloadable lead magnets (eBooks) designed to drive email capture and list growth
On-page SEO and technical improvements to support rankings and site speed
4. CRM and Marketing Automation Implementation
We integrated HubSpot as the marketing and sales CRM:
Built lead scoring models and segmented workflows
Automated follow-up email sequences for demo requests and content downloads
Enabled full visibility into lead behavior, campaign attribution, and pipeline conversion
Results
Our work delivered measurable improvements across key performance indicators:
Lead Generation Growth
From an average of 1 lead per month to at least 1 qualified lead per day, representing a +30x increase in pipeline activity.Website Performance
The redesigned website increased conversion rates to 2.5%, significantly above the original baseline and in line with B2B SaaS benchmarks.Paid Media Efficiency
YouTube campaigns drove video views at under $0.05 per view, making it one of the most cost-effective awareness channels. Paid search and LinkedIn campaigns drove qualified demo requests consistently.Scalable Marketing Infrastructure
With HubSpot and full-funnel tracking in place, PeopleStrategy now had a sustainable digital marketing system for capturing, nurturing, and converting leads with clear ROI visibility.
