Inbound Marketing Engine
Web Optimization
Search Engine Optimization (SEO) efforts and content creation to increase traffic to our website. Key elements of optimization efforts include:
- Ongoing analysis for improved SEO results
- Scheduled blog posts and downloadable assets
- Call-to-actions
- Scheduled social media posts
Email Campaigns
Ongoing communication with contact list to increase top of funnel engagement. Key activities include:
- Monthly newsletter to full contact list
- Monthly promotional campaigns to contact list segments by location, employer type, and industry
- Email campaigns tied to asset downloads and form fills
HCM Integration Marketplaces
Prioritization placed on HRIS, Payroll, and Benefits technology marketplace partnerships to tap into additional vendor communities to expand our marketing reach and customer-base. This involves integrating with adjacent HR software solutions to complete their “tech stack” and gain access to their existing customer base. Current target partners include:
-
isolved (launched in April 2024)
-
Dayforce (integration live!)
-
Paycom (integration live!)
- Paychex (approved partner – weighing cost)
- NEO GOV
- ADP (building integration in Q1 2025)
- Paylocity (Integration built)
- Workday
- PrismHR (NDA signed – in discussions)
- Rippling
- HiBob (approved partner – weighing cost)
- UKG (currently building out integration)
Strategic Partnerships
Trüpp Partnership
Leverage partnership with
Trüpp to reach an established network that encompasses our target market. By collaborating with Trüpp, Stiira was able to increase reach immediately after product launch, giving a boost to contacts and leads for future marketing opportunities. Co-marketing activities include email campaigns, co-hosted webinars, and referral process between sales teams.
VirgilHR Partnership
Formed a referral partnership with
VirgilHR, an HR compliance platform designed to help SMB’s navigate the complexities of employment and labor law. This partnership will help provide additional marketing, sales, and revenue opportunities (rev share agreement in place).
HR Answers Partnership Recently launched a strategic referral partnership with
HR Answers, a respected HR consulting and outsourcing firm that has supported over 10,000 organizations, particularly in the public sector across Oregon and Washington. This collaboration opens new channels for marketing, sales, and revenue growth through warm referrals and increased visibility in a key regional market. Our first referral from HR Answers is already progressing well and shows strong potential to convert into a new customer.
Professional Network
Arranged Stiira introduction and demo sessions with Trüpp’s partners to establish an initial client base and network of potential resellers.
Benefit Broker Roadshow
Series of product demos aimed to introduce Stiira to brokers to inform extended network of solution available to employers. Introductory demos completed with the following benefit brokers:
- IMA
- Spring Consulting Group
- Brown & Brown
- OneDigital
- USI
- HUB
- Marsh & McLennan
- CU Benefits Alliance
- McGohan Brabender
- Alliant
- The Horton Group
- PayneWest Insurance
- Gallagher
- Epic Insurance
- Woodruff Sawyer
- Lockton
- CBIZ
Multi-Channel Placements
Vendor Directories & Associations
Paid directory placements and social profiles to extend reach to HR consulting networks. Set up and optimized profiles for the following vendor directories/associations:
- BenefitPitch
- Shortlister
- SHRM (paid advertising placement in addition to directory)
- G2
- Capterra
- GetApp
- Software Advice
- USI
- DMEC
- PartnerStack
- SaaSHub
- Dimmo
Sales Strategy
Inbound Prospecting
Stiira utilizes an inbound sales strategy to attract potential customers to our business through marketing efforts, blog content, and webinars, providing our prospects with valuable industry information and introducing the solution that address their pain points. A high-level overview of the process is outlined below:
1. Attract: Instead of simply identifying potential buyers, we focus on attracting them through valuable content and targeted outreach. We begin by defining and refining Stiira's Ideal Customer Profile (ICP) through market research, social listening (primarily LinkedIn), and analysis of existing customer data. This process allows us to pinpoint prospects most likely to benefit from our solution. We prioritize inbound leads who actively engage with our content (e.g., download resources, attend webinars, fill out forms) as they demonstrate a higher level of interest. We also use targeted LinkedIn campaigns to reach specific segments of our ICP.
2. Engage: This stage emphasizes meaningful engagement. We initiate personalized outreach through various channels (email, LinkedIn, phone) based on the prospect's preferred communication method and their specific needs. Our messaging is tailored to their industry, role, and pain points, referencing content they've interacted with. We focus on building relationships and understanding their challenges through consultative conversations. We utilize pre-designed conversation guides and discovery call frameworks to ensure consistency and effectiveness in our exploratory conversations. We also offer valuable resources (e.g., checklists, templates, ROI calculators) relevant to their needs.
3. Convert: At this stage, the focus is on converting qualified leads into customers. Our sales team acts as trusted advisors, providing personalized recommendations and demonstrating how Stiira solves the prospect's specific challenges and pain points. We go beyond general information by uncovering the buyer's context and tailoring our proposition accordingly. We leverage case studies, testimonials, and product demos to showcase the value of Stiira and address any remaining objections. We strive to create a seamless and transparent closing process.
4. Onboard: This new stage emphasizes post-sale customer success. We focus on smooth onboarding, ongoing support, and building long-term relationships. We actively seek feedback and encourage satisfied customers to become advocates for Stiira through testimonials, referrals, and reviews. The onboarding process helps fuel further inbound growth.
Outbound Prospecting
Our overall sales strategy is primarily driven by an inbound marketing & sales approach (see above), where the sales team will follow up with and pursue warm leads who are attracted to Stiira by content-driven marketing tactics. However, we take the approach of complementing the flow of inbound leads with an outbound sales push for the following reasons:
· Powerful complement to inbound marketing: Outbound prospecting can be used in conjunction with inbound marketing to provide a more comprehensive marketing strategy.
· Personalization: Outbound prospecting can be personalized to target specific individuals, businesses, or industry segments most likely to be interested in our products or services.
· Tracked and measurable: Outbound prospecting can be tracked and measured to determine its effectiveness and identify areas for improvement.
Lead Generation
To complement the flow of inbound leads generated from our marketing activity, we use a data mining tool called Seamless AI. This platform allows the sales team to data mine target prospects and contact information (phone number, email, and address). We use this information for cold outreach via email campaigns, phone calls, newsletters, and webinar invitations.
