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The Starr Conspiracy Has Bet the Farm on Digital (and We Think You Should, Too)

I wanted to take a moment to let you know what we’ve accomplished in digital over the last year, and why you might care. In short, we have built the only Digital Group in the world exclusively for human capital management (HCM) technology vendors.

Our mission is simple: Establish you as the dominant digital brand in the HCM world.


Here is a short version of our digital story:

  • Early in 2016, we invested millions of dollars in building a Digital Group from scratch by recruiting from a pool of hundreds of candidates. We hired only those candidates with the highest cognitive ability and who also fit well with The Starr Conspiracy’s culture.
  • We trained the new Digital Group by bringing in some of the best-known B2B digital experts in the world with extensive experience at world-renowned digital agencies such as iCrossing, Tribal Worldwide, and PMG.
  • Our Digital Group then bet big on technology investments and digital partnerships to ensure that we are at the cutting edge of digital capability.
  • Somewhere along the way, we were able to lure Marc Stewart away from PMG to run our Digital Group. (Marc ran the B2B practice for PMG.)
  • Finally, we appointed Kevin Mangum as the partner-in-charge of the Digital Group, ensuring that our efforts were guided by our youngest, most innovative partner.

From the beginning, we gave our Digital Group one simple mandate: “Do whatever it takes to create a digital advertising group uniquely capable of making our clients leaders in the digital realm.”

You may be saying to yourself that you already “do digital.” Although that may be true, we have spent millions of dollars and more than a year of training and research to create a playbook for digital that is unique to the HCM technology market segment. We know what works and what doesn’t.

The Digital Mix for HCM Tech Vendors

Only The Starr Conspiracy is uniquely positioned to deliver on the promise of digital for HCM technology companies. Why? Because real digital lies at the intersection of brand innovation, business strategy, and digital transformation. Like a traditional agency, we have the creative capabilities delivered by our Advertising Group that help companies stand out. But we also have business acumen delivered through our Intelligence Unit, industry insights delivered through our Research Practice, and technological capabilities delivered through our Digital Group that help drive long-term dominance.

We basically took the best parts of our agency and linked them through technology and data and analytics.

We can evaluate your digital program and tell you what can be optimized, what can be added, and what can be dropped. And we can do so with the confidence that our recommendations are based on what works for HCM technology companies. After our initial evaluation, we can run digital for you, constantly optimizing your programs for maximum efficiency and effectiveness.


Our Digital Group is focused on the strategies that work in HCM. Here is a sample of the initiatives that we believe can help establish your brand as a leader in the digital realm:

Game Changers

  • Account-based Marketing (ABM)
  • Mobile
  • Advocate and Influencer Marketing
  • Native
  • Paid Social

Bread-and-butter Digital (Tuned to the HCM Tech Market)

  • SEO
  • Paid Search
  • Programmatic/Display
  • Retargeting
  • Nurture Paths

Traditional Integration

  • Video
  • Television
  • Direct Mail
  • Out of Home
  • Industry Direct
  • Print/Magazine

Reporting and Analytics

  • Google Analytics
  • Data Standardization
  • Marketing Automation
  • Sales and Marketing Technology Implementation and Management


Let’s not mince words. Due to the unprecedented level of investment in HR tech startups over the past several years, many of the marketing channels we have come to depend upon are flooded. Brands can no longer buy enough media in traditional industry channels to establish brand dominance.

Moreover, a new generation of HCM tech buyers is moving into management and executive positions. They’re more influenced by digital channels than any other source.

Digital is the only channel in which it’s still possible to establish dominant share of voice. Furthermore, digital performance in the HCM tech market segment is astonishingly poor compared with other market segments due to the lack of best practices. We solved that problem.

Our Digital Group will be our legacy. We will be the agency that brought HCM tech companies into the digital frontier. Digital dominance can be your legacy, too! We hope only to be a partner in your success.


Jump on the phone with us. Let’s have a short conversation about digital. If you like what you hear, we can put together a pitch for you. Remember, our only goal is to make you the dominant digital brand in the HCM world. That can be achieved in an astonishingly short amount of time given the current state of the industry.

I apologize for the long post, but there is so much I wanted to tell you! If you can’t tell, I am very excited about the impact that our Digital Group is going to have on our agency and could have on your brand.

We’re out to change B2B marketing forever. We know in our hearts this is the next right move.

P.S. Let’s schedule a call with our Digital Group to talk about how we can help make you the leading digital brand in the HCM world.