Case Study
B2B Website and Channel Marketing for Workforce Software
Multi-segment positioning, brand foundation, website, campaign assets, channel marketing, paid media, and inbound marketing
The Opportunity
A workforce management software needed a complete brand foundation and digital presence to show its capabilities across a range of users. Serving staffing vendors, managed service providers (MSPs), and direct employers required a marketing strategy with multi-segment positioning that conveyed value by user type. This included brand identity, website design, key messaging, channel marketing, campaign assets, and directory profiles that positioned the tool withing the contingent workforce ecosystem.
Challenges:
- Developing website content and visuals that explain the multi-functional use of the tool.
- Designing an intentional brand identity with a color palette and visuals.
- Creating channel marketing campaign assets that resonated with decision makers in the staffing and MSP space.
- Building discoverability through directory listings where companies search for staffing and VMS software.
- Building public credibility and capturing trust through social presence and brand touch points.
Snapshot
Industry: SaaS, Software, HR, Staffing, Workforce Management, Contingent Workforce
Scope: Brand Identity, Marketing Infrastructure, Website Design, Channel Marketing, Campaign Assets, Paid Media, Inbound Marketing, Content Marketing
Core Tools & Technology: WordPress, Google Analytics, Google Ads, LinkedIn Ads, Adobe Illustrator, Photoshop, InDesign, HubSpot, Third Party Directories
Solution
Brand Identity
Visuals were designed with the purpose of making the software both approachable yet trusted to appeal to both users and executive buyers. The process included competitor research and analysis to come up with a color palette, typography, and look and feel to bring the brand to life.
- Finalized logo files formats and brand guidelines
- Created core messaging and value proposition
- Developed standard slide deck content for the sales team
Custom Website & Landing Pages
Bult a fully responsive WordPress website with rich content, product descriptions, user benefits, and clear pathways. The website hierarchy and layout focused on the product features with screenshots of the software, videos, and illustrated visuals. In addition, dedicated landing pages were designed for each audience segment, highlighting the specific use context and value-added benefit. Workflows were established for inbound marketing and lead generation with form gated content.
- Created segmented landing pages by use function: direct employer, staffing agency, or MSP
- Segmented landing pages by product line: timesheets, VMS, and sub-vendor management.
Paid Media
Created a multi-layered marketing strategy to connect inbound content marketing with outbound efforts, generate qualified leads, and drive consistent website interactions. Developed a STP (segmentation, targeting, positioning) framework to support paid media across LinkedIn and Google Ads. The goal was to align audience targeting and creative with staffing agency, MSP, and direct employer audiences.
LinkedIn Ads
- Developed a full STP (segmentation targeting positioning) strategy
- Designed carousel campaigns focused on specific product features such as timesheet automation, vendor management, and workforce visibility.
- Used precise job titles, industry filters, and company size parameters to refine target audience reach in LinkedIn Campaign manager.
- Integrated HubSpot forms directly into the campaigns for seamless lead capture and attribution tracking.
Google Ads
- Built the Google Ads account structure from scratch, grouping campaigns by business segment and solution type.
- Created responsive search ads for each campaign using multiple variations of headlines and descriptions optimized for CTR and conversion rate.
- Monitored keyword performance and adjusted bidding strategies once baseline data was gathered.
Channel Marketing
Established the software’s presence within the staffing tech ecosystem with channel marketing and directory placements. This included creating profiles with credible content across review platforms like Capterra, Software Advice, GetApp and G2 Crowd. Profiles were categorized to reach procurement and HR teams searching for software that streamlines staffing and vendor management processes. In addition, email outreach campaigns were performed to encourage client reviews for further trust building and awareness on third party marketplaces.
Campaign Asset Library
Created a library of campaign assets including emails, flyers, brochures, tradeshow banners, postcards, carousels, blogs, checklists, videos, and social graphics to support both digital and network marketing efforts. Assets were tailored to specific audience types (staffing vendors, MSPs, and direct employers) to establish multi-segment position with different use case scenarios.
Outcome
Established a complete go to market (GTM) foundation from brand identity to website, sales tools, and digital campaigns.
Created a modern brand system that resonates with manufacturing and engineering industries.
Launched a high performing website with clear conversion paths for demos, resource downloads, and contact inquiries.
Equipped the sales team with professional collateral such as brochures, whitepapers, tradeshow assets, and videos to support buyer conversations.
Positioned the product competitively in the QMS software space with a scalable digital marketing infrastructure.
Increased new website traffic 3x and achieved a 3.26% CTR (surpassing high B2B performance benchmarks) through optimized Google Ads campaigns, generating multiple marketing qualified leads.