Future-proofing HR with SD Worx

SD Worx, a leading provider of integrated HR solutions, approached Raconteur with a clear brief: raise awareness of their brand in Europe and help improve both the quality, and quantity, of their targeted leads.

Whilst SD Worx are truly a global brand, operating in 150+ countries worldwide and with over 90,000 customers, market penetration in four key European markets (UK, France, Germany and Spain) was not at the level the company wanted it to be. From a demand generation standpoint, lead volume was a cause for concern, as was understanding of lead intent. At the same time, it was felt that in those European markets specifically, brand awareness amongst their target audience could be improved.

As with all demand generation partnerships, the first step was to gain a true understanding of SD Worx’s product offering and their ideal prospect criteria. Once this was established, Raconteur worked with SD Worx to develop a package of content that would both establish SD Worx as an authority in the HR solutions landscape, but also would appeal to ideal prospects at different stages of the buying cycle.

As SD Worx’s product offering covers a wide range of HR solutions, it was decided that the content package would take an overarching look at the wide range of challenges facing HR professionals today. As a result, a top-level ‘HR & Talent’ state-of-the-nation style report was commissioned, with the individual articles within the report drilling down into the specific challenges facing HR professionals including payroll, internal mobility and employer branding.

Whilst this report would focus on top of funnel leads, it was important that SD Worx better understood those leads’ intent. A series of qualification questions was therefore drawn up to be deployed during the data capture process. This ensured that SD Worx were able to nurture and educate different leads with different content streams, ensuring that engagement was kept high and leads were effectively moved through the funnel, ultimately resulting in a dramatic increase in pipeline conversion.