Podcast: The Demand Gen Fix

Building brand awareness in the market can take many forms. One channel that has gained a lot of momentum is LinkedIn – and a lot of HR tech companies have figured out how to amplify their company’s brand on this platform to drive bigger brand awareness, credibility and trust in the market.

Over the past couple of months, we’ve been digging into the 12 levers that our team at GrowthMode Marketing believes need to be dialed in around your marketing efforts to optimize results. In this 6th and final episode of the multi-part series, we are wrapping up with the final two levers: marketing & sales alignment AND sales processes.

In the ever-evolving landscape of marketing, it’s crucial to fine-tune every element to drive optimal performance. On this episode, we're shifting our focus to the next two critical components: Tactics and Measurement. These elements are not just about execution; they are about precision and impact. By implementing strategic tactics and rigorous measurement practices, we can refine our approach, ensuring that every effort is aligned with our goals for sustained growth and success.

With so many options in the HR tech market, standing out can be a daunting task, especially when your technology doesn't fit neatly into an existing category. But it’s clear that while building a new product category in HR tech or work tech is challenging, it can be also a strategic move that can lead to market leadership if done well.

The HR tech market is extensive – with a lot of options to solve the big challenges. According to Sapient Insights, there are 7 established product categories in HR tech, with 55 application categories within the main product categories. But what do you do when your technology doesn’t fit clearly into an existing category? Some will tell you to build your own category and lead the way to domination. Others will tell you that trying to create a whole new category is a big mistake. So which answer is right?