The Client is reshaping HR tech with a suite of solutions that streamline compliance and turn tax strategy into a profit center. With a platform that includes an electronic I-9 compliance tool, an employment verification solution, an unemployment cost management tool, and a work opportunity tax credits platform, the Client helps businesses navigate regulatory requirements while unlocking hidden financial opportunities.
Their solutions were already leading the industry, trusted by employers across sectors, and backed by forward-thinking leadership. But to scale their reach, drive national awareness, and accelerate pipeline growth across their product suite, they needed a marketing partner who could match their ambition.
As the Client’s outsourced marketing team, Marketing Mob partnered closely with their leadership and sales teams to build a modern, measurable marketing operation that could keep pace with their expansion. Together, we reimagined their digital brand presence, implemented a scalable CRM and automation engine, created multi-product campaigns tailored to specific buyer needs, developed a content engine for education and GEO, and launched go-to-market strategies for newly acquired products. The result: a marketing foundation built for scale, and a trusted HR tech brand positioned to expand nationwide.
The Challenge
As the Client rapidly expanded its product suite and client base, it became clear that a more structured marketing foundation was needed to support continued growth and national visibility.
- Shifting to an outsourced marketing model. The Client had previously built and operated an internal marketing team but made the strategic decision to transition to an outsourced model, seeking cross-functional expertise, campaign discipline, and scalable systems.
- A website that no longer told a cohesive story. As the Client expanded its offerings, the existing website no longer reflected the full scope of its software and service solutions. Product information was segmented, differentiation was unclear, and prospects had limited pathways to explore solutions or request demos.
- A new product line ready for a strategic launch. With the acquisition of a new tax credit solution, the Client added a valuable offering to its portfolio, but the product needed a refreshed brand identity, clear positioning, and supporting content to enter the market.
- A CRM that needed structure, trust, and automation. As the business scaled, incomplete data, inconsistent pipeline definitions, manual processes, and unreliable reporting made it hard for teams to operate efficiently or forecast accurately.
Objectives
To support the Client’s growth goals, Marketing Mob focused on building a scalable marketing and sales foundation that could drive immediate results while setting the stage for long-term success. Together, we set out to:
- Redesign the website to clearly communicate product value and differentiation
- Refine messaging to unify the story across core solutions
- Create and automate demand-generation campaigns tailored to each offering
- Migrate from Salesforce to HubSpot with a clean, reliable dataset
- Implement standardized pipelines and automated workflows
- Train the sales team on consistent usage and process adoption
- Develop reporting dashboards for full-funnel visibility and performance tracking
- Launch a repeatable, multi-channel content engine to drive awareness and leads
The Marketing Mob Solution
CRM migration, cleanup, and automation
To support scale and improve sales efficiency, Marketing Mob led a full transformation of the Client’s CRM infrastructure, migrating from Salesforce to a streamlined, automated HubSpot environment. Key actions included a complete data migration, deep data hygiene and restructuring, standardized lifecycle stages and pipeline definitions across all teams, smart workflows for lead routing and task automation, integration of email and LinkedIn automation tools into HubSpot, and hands-on sales team training. With manual tasks eliminated and processes aligned, the Client now has a reliable, automated system that gives leadership clear visibility into performance and growth.
Full website redesign and product positioning
To reflect the Client’s expanding product suite and category leadership, we led a full website redesign, aligning the digital experience with the company’s evolving brand and buyer journey. This included clear, differentiated positioning for core products, new messaging tailored to each audience, an updated sitemap for navigation and product discovery, and a modern, conversion-optimized structure to drive demo requests and engagement.
Multi-product content engine
To support visibility and lead generation, we built a content engine aligned with each of the Client’s core products: SEO and GEO-optimized blog articles tailored to industry pain points, downloadable whitepapers to showcase thought leadership, webinar decks to support virtual events, sales enablement collateral for outreach and follow-up, gated content offers to fuel the lead capture funnel, and weekly directory uploads to continuously feed the pipeline. This content ecosystem became a foundational pillar of the Client’s marketing strategy.
Outbound campaign activation
To generate pipeline across multiple solutions, we launched a coordinated outbound strategy combining automation, content, and targeted prospecting: automated email sequences tailored to each product line, LinkedIn outreach to engage HR and compliance leaders, whitepapers used as lead magnets and conversation starters, outreach to HR directories and publications, and multi-product campaigns designed to educate and convert across the suite.
Data visibility, dashboards, and reporting
To support smarter decision-making, we built a suite of real-time dashboards giving the Client full visibility into key metrics across the funnel: lead source attribution, campaign performance, pipeline creation and movement by stage, activity reporting by rep and product line, and product-level performance insights to guide go-to-market strategy.
Impact and Results
Stronger search visibility and discovery
Within three months of launching the new website, the Client saw a 48 percent improvement in search visibility, with average keyword rankings moving from position 31 to position 16. The improved site structure laid the foundation for long-term SEO and GEO gains.
Pipeline growth across all product lines
As automation, outbound campaigns, and CRM structure were implemented, the Client saw a dramatic and consistent increase in deal creation across all product lines: 41 percent average month-over-month growth, and 206 percent total pipeline growth in four months. What had previously been an inconsistent pipeline became a predictable, scalable engine.
Sales rep adoption and time savings
With manual outreach and follow-ups replaced by automated workflows, the sales team saw immediate gains in efficiency and adoption. Reps saved an estimated 10 to 15 hours per week, 50 to 60 percent of repetitive outbound actions were automated, and CRM adoption rose significantly, driven by clear pipeline stages and intuitive workflows.
Outbound and content distribution lift
With outbound campaigns, marketing automation, and directory placements in place, the Client saw a clear lift in content engagement and lead generation. Weekly gated content downloads increased steadily, leads became measurable and attributable to specific campaigns, and content distribution was streamlined across channels.
Social growth and LinkedIn engagement
LinkedIn emerged as a key channel for brand visibility and thought leadership. Engagement grew by an average of 40 percent month over month, product-focused content elevated brand recognition across the HR tech space, and leadership profiles saw increased reach and interaction from target audiences. The Client evolved from low social visibility to a consistently active and growing presence.
The Path Forward
With a strong foundation in place, Marketing Mob’s partnership with the Client is now focused on continued momentum: scaling what is working and expanding into new growth areas.
- GEO strategy execution, leveraging Generative Engine Optimization to increase brand visibility and content discoverability across AI-driven platforms
- Ongoing multi-product campaigns to drive demand across all four core solutions
- Content engine expansion, with deeper SEO focus and more advanced lead magnets
- Continued CRM optimization to support scaling sales operations and deeper reporting
- Sales enablement support, including playbooks, collateral, and persona-based messaging
- Targeted awareness and acquisition efforts to support product-specific growth goals
Conclusion
Through a close and collaborative partnership, Marketing Mob helped the Client evolve from a product-rich organization into a structured, predictable, and scalable growth engine. By redesigning the website, implementing a clean and automated CRM, launching multi-channel campaigns, and building a professional content ecosystem, we laid the groundwork for consistent execution and measurable impact. Search rankings improved, outbound became systematized, and pipeline growth accelerated across all four product lines.
Today, the Client operates with the clarity, consistency, and confidence needed to lead in the HR tech space, and we are proud to continue supporting their journey as they scale, expand product adoption, and elevate their visibility across both traditional and generative search platforms.