How Paycor Shifted to Human-Centric Marketing, At Scale

Swann describes how she and her team underwent a major overhaul in content strategy. They transformed their entire approach over the course of a year, transitioning from content for niches to strategic, evergreen content centered around thought leadership. Swann also covers the four phases of the Paycor go-to-market strategy:

1. EMAIL: An email drip to introduce HR COE concept for new prospects
2. NEWSLETTER: A newsletter to feed nurtures and encourage prospects through the funnel, showcasing targeted content
3. RETARGETING: Nurturing for low-intent leads with strategic advertising, guiding the prospects through their story of HR excellence in multiple channels
4. DIRECT MAIL: Direct mail triggering when a prospect enters a particular pillar stream of evergreen content

Saporito then steps in with the details on additional direct mail campaigns Paycor uses throughout the funnel:

• A sales enablement “bread crumb” campaign to help reps land opening conversations
• An upsell campaign for targeted client lists
• A funnel acceleration campaign for prospects in the sales process
• A channel partnership campaign specifically targeted at broker account managers aimed at driving referrals
• A channel partnership campaign for brokers, to show appreciation for submitting referrals
• A channel partnership campaign for retail bankers at Fifth Third Bank to celebrate the 25th anniversary of the partnership