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Workforce Software's Transformation: From Traditional Leads-Based Strategy to Account-Based Approach
Technology Category
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Equipment & Machinery
- Oil & Gas
Applicable Functions
- Human Resources
- Sales & Marketing
Use Cases
- Inventory Management
- Personnel Tracking & Monitoring
The Challenge
WorkForce Software, a global provider of integrated employee experience and workforce management solutions, faced a significant challenge during the COVID-19 pandemic. Despite their rapid growth during this period, the company's go-to-market (GTM) strategy was traditional and leads-based, which was not creating the desired customer experience. The company had much of their content gated to gather leads and email addresses, which were then flooded with unsolicited content. This approach was not only intrusive but also ineffective in creating a positive customer experience. Furthermore, the company lacked the necessary data to properly target their customers and understand their position in the buyer journey. Their overall approach was too generic, and they lacked the tools to reach the right decision-makers.
About The Customer
WorkForce Software is the first global provider of workforce management solutions with integrated employee experience capabilities. The company's WorkForce Suite adapts to each organization's needs, regardless of their unique pay rules, labor regulations, and schedules. It delivers a breakthrough employee experience at the time and place work happens. WorkForce Software is enterprise-grade and future-ready, helping some of the world's most innovative organizations optimize their workforce, protect against compliance risks, and increase employee engagement to unlock new potential for resiliency and optimal performance. The company caters to a diverse range of employees, including deskless or office workers, unionized, full-time, part-time, or seasonal workers, making managing a global workforce easy, less costly, and more rewarding for everyone.
The Solution
WorkForce Software decided to transform their GTM from a traditional leads-based strategy to an account-based approach. They utilized Demandbase One, a solution they already had in place, to its fullest potential. They identified their ideal customer profile (ICP) and aligned their resources around those companies. They also ungated all of their content, which not only improved the customer experience but also provided new insights into what their prospects were consuming. With Demandbase intent signals, they were able to understand where prospects were in the buying journey. They started targeting buyers by industry and buying stage, varying the content they offer as the buyer moves through the pipeline. They also replaced their previous sales intelligence/contacts vendor with Demandbase Sales Intelligence Cloud to ensure data accuracy and ease of finding the right contacts.
Operational Impact
Quantitative Benefit
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