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A New Perspective: Five Unexpected Ways to Approach the HR Buyer

(August 19, 2010) Bret Starr of Starr Tincup, a human capital management(HCM) marketing firm, sent over their new article on the HR Buyer. The three page paper, A New Perspective: Five Unexpected Ways to Approach the HR Buyer, is very informatiove and an easy read. It is worth your time.

Here is the teaser that accompanied the paper:
We know how easy it is to get stuck in a rut - to glide happily from day to day with the same comfortable routine. When it comes to marketing to Human Capital Management (HCM) buyers, it's especially easy to rely on those ageless tricks of the trade you were taught early in your career: taking every potential client out to a fancy dinner, assuming your buyer knows nothing about business strategy, selling to the "cat lady" of HCM, playing up your company's U.S. versus foreign identity. All of these marketing tactics work to a point, but what if we told you that turning these notions upside-down might work, well...even better?

If you don't believe us, then believe this: we've compiled the most comprehensive psychographic survey of the HCM buyer. Ever. By asking the right questions, targeting the right people, and leaving no stone unturned, we can confidently say that we understand the HCM buyer better than anyone. Our expertise, combined with exhaustive data, has enabled us to know who your buyer is, what makes them tick, what they hate, and even who they voted for (well, that's not in this paper but we have the data).

Now, we're sharing our unique perspective with you. We've taken our findings and composed a whitepaper about five crucial things you need to know in order to sell successfully to the HCM buyer. (Hint: You're not selling to the mythical HR cat lady. Have you ever considered the possibility that she (or he) has a dog? Click here, download the paper, and be prepared to learn a thing or two about the HR buyer that may surprise you.

Need more help? Contact Starr Tincup. We are the premier full-service marketing agency dedicated to the human capital management (HCM) software and services industry. We've worked with hundreds of companies in this space. Companies in HCM engage Starr Tincup to:
    Think - Strategic consulting, brand development, planning and account management

    Write - Identity development, thought leadership, public relations, executive communication

    Design - Branding and visual identity development, creative, web, print, social, mobile, video

    Develop - Web, application and email development
Find out what we know. Give us a call at (817) 204-0400 just to kick it around. Or email us at and schedule a meeting with any of our partners.

Download the free article here and start revamping your marketing strategy!

Colleen Gildea

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