One of the benefits of conducting so much market research is that we’re exposed to a lot of brands in the HCM software and solutions space. The Starr Conspiracy knows what brands are gaining traction in aided and unaided recall questions and functional association questions. We routinely see the data across all categories of HR technology.
Brand matters more than ever in B2B marketing. Why? Because too many B2B brands have been guilty of thinking that brand was only for B2C companies. They thought demand generation was more important.
The HR technology industry was one of the bigger laggards in B2B. There was an unspoken idea that because we sell serious, compliance-driven solutions, we need to present ourselves as serious and buttoned-down. The result? Boring brands, driven by bizspeak clichés and bad stock photography.