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A startup company with a hosted solution for HR needed to win marquee accounts and identify strategic vertical markets for early-stage marketing focus.


In the course of its initial marketing and sales programs, we discovered that the value proposition was not resonating with HR executives, and that other targets of the marketing campaigns—CFOs and IT professionals—were not drivers in adopting the solution.


Market Builders conducted a series of validation and market penetration programs to ensure prospects' receptivity to the messaging and value proposition.

We determined that the initial focus needed to be on HR executives in the services industries. Additionally, we refocused the messaging on specific pain points identified during the market validation, highlighting the reporting and control capabilities of a hosted solution.

Just as importantly, we defined a consistent process for communicating different levels of messages during different stages of the sales process


This resulted in faster sales cycles and 14 new accounts within the first quarter.