Modernize the Employee Stack.
HR Dislikes their current software. Everyone hates their HRIS. But switching costs are high. In 2026, the winning HRTech companies sell "Automation" and "User Experience" to prove ROI.
View the 20 Strategies
Technographics are Essential
Don't sell ATS to a company that just bought Greenhouse 6 months ago. Sell to the company using "Excel Spreadsheets" or a legacy system installed in 2015. Timing is data.
Integration > Features
"Does it talk to Slack?" "Does it sync with ADP?" If the answer is no, the deal is dead. Your marketing must scream "We play nice with your existing stack."
20 Ways to Get HRTech Demos
1. "Career Page" Scraping
Scrape company websites. If their "Apply Now" button opens a "mailto:" link, they have no ATS. Call them immediately.
2. BuiltWith Competitor Lookups
Find everyone using "Taleo" (Legacy). Email them: "Tired of Taleo? Migrate to us in 2 weeks."
3. SHRM Conference Marketing
Society for Human Resource Management. It's the big show. If you can't exhibit, host a "Recovery Brunch" the morning after the parties.
4. Integration Marketplaces
Get listed on the ADP Marketplace or Slack App Directory. High-intent traffic comes from people looking to extend their current tools.
5. Review Site Wars (G2/Capterra)
HR buyers live on G2. Run comparison ads: "Us vs. BambooHR." Win on "Support" and "Ease of Use."
6. Target "Head of People Ops"
People Ops is different from HR. People Ops cares about tools, data, and efficiency. They are your champion.
7. Remote/Global Hiring Pitch
If you handle EOR (Employer of Record), target companies hiring "Remote" roles in multiple countries. "Hire in Brazil in 5 mins."
8. "Candidate Experience" Audit
Apply to a job at your prospect's company. Record the screen. Send it to the VP of HR: "It took 15 mins to apply. You are losing candidates."
9. Compliance Triggers
When a state passes a new "Pay Transparency" law, email companies in that state: "Our tool auto-updates job posts for compliance."
10. LinkedIn Polls
"HR Leaders: What is your biggest pain with your current HRIS?" DM everyone who votes "Reporting" with a solution.
11. Partner with Recruiting Agencies
Recruiters hate bad ATS systems. Empower them to recommend your tool to their clients.
12. Employee Engagement Surveys
Offer a free "Pulse Survey" tool. Once they use it and see the data, upsell the full "Performance Management" suite.
13. Cold Calling "Admins"
Don't just call the VP. Call the HR Admin who actually does the data entry. "Do you hate manual entry?" Get them to complain to their boss.
14. "Diversity Dashboard" Lead Magnet
DEI is huge. Offer a tool that "Visualizes your diversity data." It solves a board-level reporting problem.
15. VC Talent Partners
VCs mandate tech stacks for their portfolio. Get the VC Talent Partner to mandate YOUR tool for all 50 companies.
16. YouTube: "Software Tutorials"
Create "How to set up payroll" content. Rank for the problem keywords. Capture the user.
17. Podcast Guesting: "HR Heretics"
Go on podcasts where modern HR leaders hang out. Discuss the "Future of Work."
18. Comparison Pages (SEO)
Write "Lattice vs. Culture Amp vs. [Your Tool]." Be honest but highlight your specific strengths.
19. "Boolean Search" Content
If you sell sourcing tools: Write the best guide on "GitHub Boolean Search." Recruiters will find it.
20. Direct Mail: Swag Boxes
Send a "Relaxation Kit" (Tea, Candle) to the HR Director during Open Enrollment (October). "Survive Open Enrollment with ease."
The HRTech Stack
Rippling
The fastest-growing workforce OS. It combines IT and HR. A prime example of modern platform sales.
See RipplingApollo.io
Target "CTOs" and "VP of People" simultaneously. HRTech is often a joint buying decision.
Explore ApolloAutomate the Admin.
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