Market Strategy for HCM Vendors
HRTechBlog is ran by Sarah White, founder of Sarah White & Associates, LLC a Market Strategy Firm working with some of human capital’s most innovative start-ups as well as best in class global solutions. They work with vendors to educate the buyers, understand the marketplace and develop innovative market strategies.
What is Market Strategy?
Human Capital is a complex market filled with many noisy segments, constant M&A activity, and buyer perspectives that are often inconsistent with your business and product capabilities. In some segments, like talent acquisition, the buyer demand has evoloved faster than many solutions have – leaving integrated or enterprise solutions trying to build out the next generation of product to compete with start ups. In others, the solutions have evolved but market strategy to effectively reach the new audience is impacting the adoption rate of technology.
Market strategy is identifying who your audience is and differentiating your solution through innovative product design, go to market approach and positioning while respecting your organization’s brand and culture.
It’s product, brand and marketing all rolled into one.
Our Market Strategy process is customized for each client based on stage in the product life cycle and involves one or more of the following:
- Product Strategy
- Go To Market & Brand Awareness
- Event & Social Strategy
- Influencer Relations
- Thought Leadership & Market Education
Examples of Recent Projects:
Worked with a major job board to build brand identity and awareness through detailed event strategy including customer and influencer relations resulting in best in class event positioning and brand awareness with their target audience.
Consulted with a Talent Management System post Talent Acquisition System acquisition to advise on a product strategy for the new combined solution resulting in a cohesive market offering and a quicker turn around time for development and product launch.
Partnered with a global RPO to survey and analyze internal brand awareness and sales challenges resulting in an improved go-to-market strategy and identification of new business channels.
Brought in by a Recruiting technology that was struggling to convert past first round demo. We conducted a sales process audit, provided some leadership coaching and enhanced their current demo script resulted in a 68% increase in conversion to second round/proposal phase in the next quarter.
Sarah White has been an industry writer since 2006 and published close to 500 pages of research in 2011. She has been featured in national media such as NBC News, US World Report, Bloomberg, Wall Street Journal, USA Today, FOX, ABC and has spoken all over the world on branding (SMART by Mashable, London, UK), technology (SxSW Interactive, Austin, TX) and recruiting (OnRec, TNL, NIBA, SHRM) related topics. She was named a Monster.com Top 11 to watch in 2011, Fast Company Magazines Top 50 online influencers in 2010 and is a board member for the Candidate Experience Awards. Sarah White is founder of HRTechBlog, co founder of the WomenofHR blog and a GigaOm.com contributing analyst. Previously she blogged under Gen Y’d on ERE and ImSoCorporate.com.
HRTechBlog.com is one of the subsidiary sites owned by Sarah White & Associates, LLC