Taking creative risks with your marketing to stand out in the HR tech market | Part 1

03/13/24 • 16 min

The Demand Gen Fix by GrowthMode Marketing

In the very crowded HR and work tech space, too many marketers play it safe with their marketing campaigns. It creates a “sea of sameness” where businesses get lost in a multitude of messages across many different brands that blend and sound the same.
Listen in to explore this topic with our guest and content marketing pro, Matt Torman. He’s the content marketing principal at Brex, an AI-powered spending platform that helps employees make smarter financial decisions for their employers.
If your company is tied to a marketing approach that safely conforms, but you want to try pushing the envelope, this is a great episode for you! Taking risks can be scary, but listen as we talk through that together. See why focusing on breaking through can capture better results.
01:09 Learn why it’s essential to differentiate your business and solutions
02:43 The value of storytelling and using AI to support content creation
09:31 Why marketing to a broad audience is a common mistake
11:14 An example of a bold marketing campaign by Brex
17:16 Why making an emotional connection is a better way to speak to buyers’ pain points
21:05 How to transform surface-level messaging into content that digs deeper and resonates more with decision makers

The Demand Gen Fix is hosted by Deanna Shimota, CEO of GrowthMode Marketing. Listen to our team of marketing experts and featured guests drop knowledge on how HR tech companies can maximize the success of their marketing for today’s B2B prospects. Learn more at www.growthmodemarketing.com.

Previous Episode

3 challenges that consistently hinder marketing performance at HR tech companies

A lot of really good HR tech companies get lost in a crowded market. That’s because you’re vying for attention with more than 21,000 HR tech businesses selling technology platforms—with new start-ups joining the industry all the time.
Listen to this episode to find out what three challenges consistently impede marketing outcomes and results for HR tech companies. Learn why positioning your business and solutions is at the heart of how to successfully gain traction. Because touting the same features and functionality as your competitors isn’t saying anything at all about your true differentiators.
01:09 Why it’s essential to differentiate your business and solutions
09:31 Why marketing to a broad audience is a common mistake
17:16 How to understand and make an emotional connection that speaks to buyers’ pain points
21:05 A look at surface-level messaging and how to dig deeper to connect with prospects
23:49 Why it’s important that your messages resonate with decision makers

Next Episode

Taking creative risks with your marketing to stand out in the HR tech market | Part 2

In part 2 of our conversation with Matt Torman, content marketing pro at work tech company, Brex, we continue exploring why moving away from marketing that attempts to be “everything to everyone” helps you breakthrough and standout in a crowded HR tech market.
Listen now to learn why taking calculated, creative risks with a blend of innovative ideas and data-driven decision making is crucial in a content-saturated landscape.
00:55 Taking creative risks that stay true to your company’s brand
01:34 Why understanding and targeting your core audience is so important
05:15 Fears and challenges that prevent marketing teams from taking risks
12:23 Taking the time you need to create engaging, authentic content
14:52 How to create unique content that stands out and connects with your core audience
16:55 Why collaborating on ideas and gaining new perspectives fuels innovative strategies
17:31 Testing and learning how your marketing performs is a critical component
18:37 Making data-driven decisions and gaining leadership support

The Demand Gen Fix by GrowthMode Marketing - Taking creative risks with your marketing to stand out in the HR tech market | Part 1

Transcript

(00:00:01) - Hey, everybody, it's Jenni from GrowthMode Marketing. You're listening to Demand Gen Fix. The podcast, where our team of GrowthModers and our guests discuss the ins and outs of demand generation, and why we believe it's the key to long-term sustainable growth, especially in the HR tech industry.
(00:00:20) - Hi everyone, it's Deanna, back for another episode of The Demand Gen Fix. Today we're going to talk about why are you copying everything everyone else is doing, and how do