HR Tech & Future of Work
HR Tech Marketing
CHROs receive more vendor outreach than almost any other executive. The HR tech companies that win reach them before the RFP — with content that solves actual people problems.
HR Tech & Future of Work
CHROs receive more vendor outreach than almost any other executive. The HR tech companies that win reach them before the RFP — with content that solves actual people problems.
2.8×
CHRO-qualified inbound at 9 months
- 2.8×
- CHRO-qualified inbound at 9 months
- 36%
- Higher trial-to-paid conversion from content nurture
- 9mo
- Average to first enterprise HR deal from SEO
The real problem
Why HR Tech marketing keeps failing to deliver
Every HR tech vendor sounds identical
Employee engagement. People analytics. Talent intelligence. The HR tech category has converged on the same language until it communicates nothing. Positioning built on these terms is invisible — positioning built on specific outcomes and proof points is not.
High churn creates a retention marketing problem alongside acquisition
HR tech has some of the highest product switching rates in B2B SaaS. Companies that invest exclusively in acquisition without a retention and expansion marketing strategy lose customers as fast as they acquire them.
Budget authority is shifting but buying committees haven't
HR budgets are increasingly controlled by CHROs, but procurement processes still involve IT, Legal, and Finance. Marketing to the CHRO alone misses the buying committee — and marketing to the buying committee without leading with HR relevance loses the internal champion.
What we actually do
How Heptism works for HR Tech companies
CHRO-targeted thought leadership that earns trust before the RFP
We produce the workforce research, benchmarking data, and people strategy content that CHROs actually use in board presentations. Being the company whose research they cite is the most powerful sales tool in the category.
Category SEO targeting people leaders at the research stage
SEO across the buyer journey: workforce planning queries, performance management best practices, employee retention research — capturing CHRO attention when they are actively exploring the problem your product solves.
Expansion and retention marketing for HR SaaS
We build the customer marketing programmes — community, user education, ROI reporting — that reduce churn and drive upsell. Expansion revenue is the most efficient growth lever in HR tech, and most companies underinvest in it.
Who this is for
The HR Tech companies we do our best work with
Performance & talent management platforms
Performance management, OKR, succession planning, and talent intelligence platforms targeting CHRO and People Operations leadership.
Workforce management & scheduling
Scheduling, time tracking, and workforce optimisation platforms targeting HR, Operations, and Finance in shift-based and distributed workforces.
Learning & development SaaS
LMS, microlearning, and skills development platforms competing for L&D budget against entrenched incumbent providers.
Your questions.
Honest answers.
Do not see yours? Drop us a line. A real person replies within one business day.
01Can you help us reach CHROs specifically, not just general HR buyers?
Yes. CHRO-targeted LinkedIn ABM, CHRO-focused research reports, and executive roundtable content are specific tactics within our HR tech practice.
02Do you understand HRIS, ATS, and performance management market dynamics?
Yes. The HR tech stack — core HRIS, talent acquisition, performance, L&D, and workforce management — and how buyers evaluate each category is an area of genuine understanding.
03Can you help us reduce churn through better customer marketing?
Yes. Customer marketing — onboarding content, ROI reporting, community, and expansion messaging — is a specific capability. In HR tech, reducing 20% churn is worth more than acquiring 30% growth.
B2B SaaS & Software
Pipeline that scales with your product. Senior practitioners who've seen what works at seed, Series A, and Series B — and what looks good on a dashboard but doesn't close deals.
2.8×
Avg organic demo volume at 9 months
AI & Deep Tech
AI buyers in 2026 are sceptical, informed, and tired of vague claims. The companies winning trust are the ones proving capability through specificity.
4.7×
Technical buyer inbound at 9 months
EdTech & Education
Education buyers — whether L&D managers, university administrators, or individual learners — apply the same critical thinking to your marketing as they do to your content. It has to be genuinely good.
3.2×
B2B demo volume at 9 months
Ready to grow your business?
Let's talk.
Tell us what you are working on. We will tell you exactly what it needs. No pitch, no proposal theatre, no discovery call that leads nowhere.
hello@heptism.com·We reply within one business day