Zenefits is on a mission to reinvent how small and mid-sized companies manage their HR and payroll. Their innovative and intuitive software is designed with one purpose in mind – to free companies from the bureaucracy of HR so they can focus on what really matters: growing their businesses and taking care of their people.
The Zenefits message really resonates with their market. As a result, the company was experiencing some pretty massive marketing growth. That growth combined with an increase in organic demand drove a lot of site traffic and overall prospect engagement. While massive traffic is typically a good problem to have, Zenefits’ existing tools for handling that traffic – a traditional form and an inbound line – left the company with some very real challenges.
Inefficiencies in their SDR Channel
SDRs (Sales Development Reps) were spending a lot of their time on manual lead qualification – combing through emails and listening to voicemails. This was time that could be spent much more efficiently if the SDRs could get out from under those laborious tasks and focus on actually building buyer relationships.
A Lack of Buyer Centricity in the Buyer Experience
Zenefits’ legacy lead generation process was not only inefficient for SDRs, it was also a bad fit for the company’s small business audience, many of whom have unique needs. As Rob Stevenson, Zenefits Director of Performance Marketing, explains,
A Lot of Lost Opportunities
The Zenefits team was doing a solid job of handling lead traffic that came to the website during regular business hours, but a lot of their prospects were busy running their own companies during that time. Forcing prospects to fill out a form and then get on the phone during their busiest time of day did not take the buyer’s real-life needs into consideration. As Rob points out, “We needed a way to respond when that small business owner sits down on the couch at 9 PM after a long day. That’s when these people finally have a minute to think about how to make their business better. That’s when we need to be there with answers to their questions.”