HR tech · Multi-persona ABM
Zero to $2.5M pipeline. Marketing rebuilt around the buyer.
A workforce-planning platform marketing to HR coordinators while CHROs sat with the budget. Repositioned everything around the actual buyer. $2.5M pipeline in 10 months. Downstream: contributed to an $80M raise.
$2.5M
Pipeline in 10 months (from zero)
35+
Enterprise evaluations initiated
12×
ROI on marketing investment
$80M
Downstream raise influenced
Challenge
The platform solved real workforce-planning problems — headcount modeling, skills gap analysis, attrition prediction, compensation benchmarking. Enterprise HR teams that saw it loved it. But almost nobody was seeing it. Marketing had focused on generic HR-tech content that attracted HR coordinators and individual contributors — not CHROs and VP People with the budget. The few enterprise conversations that did happen came from the CEO's personal network, which was running dry.
Solution
Shifted every piece of messaging from user-level to buyer-level. Stopped writing 'how to use HR analytics' and started writing 'how CHROs use workforce data to reduce attrition costs by 30%.' Every content piece addressed C-suite problems — board reporting, headcount optimization, compensation strategy. Multi-persona ABM hit CHROs (strategic ROI), VP People (operational efficiency), and HR Ops Leaders (implementation ease) simultaneously, each with calibrated messaging. Monthly virtual roundtables created peer-discussion forums where vendors weren't pitching — and the platform was the one in the room. Competitive SEO targeting workforce-planning evaluation keywords positioned the platform against established players for buyers in active evaluation.
Impact
Pipeline at the right altitude
$2.5M generated in 10 months — every lead at the level that signs checks.
Evaluations that progressed
35+ enterprise evaluations initiated by buyers with budget authority. 12× ROI on marketing investment.
Downstream raise influenced
ABM + roundtable relationships with 80+ CPOs across the program contributed to the company's $80M raise.
Operator insight
Marketing to the user when the CHRO writes the check is the most expensive mistake in HR tech. Fewer leads at the right altitude beat more leads at the wrong one — every quarter. The day we stopped writing for HR coordinators was the day pipeline started moving.
Generating leads from people who can't actually buy?
I've fixed the persona mismatch in HR tech. The pattern repeats in every category — write for the buyer, not the user, and pipeline shifts inside a quarter.
Work with me$2.5M
Pipeline in 10 months (from zero)
35+
Enterprise evaluations initiated