Getting HR solutions to talk about people, not technology

The ask

It’s the age of the employee. Real talent today chooses to work for businesses that understand what they want, and deliver. For Sage People, keen to build a pipeline of sales, that offered a big chance to talk about the benefits of its HR solution. All it needed was the right insight and hook.

The answer

It came down to a single, simple thought. “Know your people. Drive your business.” So we started by getting to know some people and what they thought. We talked to over 500 senior executives in HR and used what they told us to create a research report. Then we seeded its findings into a wide range of additional media: infographics, white papers, social media, emails, leaflets and more. The result: engagement and leads.

The results

The campaign:

  • helped Sage People adopt an insight-driven thought-leader position
  • kept people close with a nurture programme and a tool that profiles audiences
  • built up a healthy sales pipeline

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