How We Drove Product Demos for an HR Automation Tool for SMEs

Small and medium-sized enterprises (SMEs) often struggle with manual HR processes that slow down operations and drain valuable resources. Our recent digital campaign set out to change that, helping an HR software company promote its all-in-one HR automation solution made-to-order to the unique needs of growing businesses. 

In this case study, we explain how our performance marketing strategy helped generate high-quality demo bookings and turn prospects into paying customers, all within a single quarter. 

The Product: HR Software for Small and Medium Businesses 

Our client offers an all-in-one HR tech solution that simplifies tasks such as:

• Attendance tracking 

• Leave management 

• Payroll processing 

• Onboarding and compliance 

  
  

This cloud-based HR system is built for SMEs with 20 to 200 employees and is ideal for businesses looking to automate repetitive tasks and improve overall efficiency. 

Target Audience and Markets 

The campaign targeted decision-makers in small and mid-sized companies, including HR managers, founders and co-founders, and heads of operations. We focused on four key regions with strong growth in SME sectors in India, United Arab Emirates, Philippines, and Singapore. Industries included technology companies, BPO firms, and startups, all of which rely heavily on agile and automated HR solutions.

Our Performance Marketing Strategy 

To promote demo sign-ups, we implemented a full-funnel digital strategy using paid media across LinkedIn and Google. Key campaign elements included: 

LinkedIn Sponsored Content: We used carousel ads to highlight product features and benefits. The ads were targeted to users based on job titles, industries, and company size.

Google Search and Display Ads: We ran campaigns around high-intent keywords, including: 

• HR automation tool 

• Attendance management software 

• Payroll software for small business 

  
  

This allowed us to reach prospects actively searching for HR solutions. 

Free Demo and Time-Saving Calculator: To encourage conversions, we offered a free product demo along with a custom calculator that helped businesses estimate the amount of time saved by using our client’s HR software. This interactive feature boosted engagement and provided immediate value.

Seamless Booking with Calendly: We embedded Calendly on the landing page to make demo scheduling quick and easy. This removed friction from the booking process and improved user experience. 

Testing and Campaign Optimisation 

Throughout the campaign, we tested and refined the lead funnel to improve performance. We ran A/B tests comparing a standard demo request form to Calendly. While the form generated more submissions, Calendly resulted in higher demo attendance rates. We retargeted LinkedIn video viewers with case studies focused on return on investment. After sign-up, leads received a seven-day email series designed to maintain interest and prepare them for the demo. 

Results Achieved (Quarterly Overview) 

The campaign delivered measurable results in just three months: 

• 2,300 qualified leads generated at a cost per lead (CPL) of 6 US dollars 

• 680 demo bookings, with a 51 percent show-up rate 

• 112 new paying customers, adding 12,800 US dollars in monthly recurring revenue 

• Customer acquisition cost recovered within the first billing cycle

This campaign illustrates the power of focused digital marketing when promoting HR software for SMEs. By combining relevant messaging, well-placed ads, and a continuous lead journey, we connected our client with the right prospects, and turned interest into revenue. Whether you are marketing a payroll tool or a full HR automation platform, the right strategy can help your product stand out in competitive markets like India, Singapore, the UAE, and the Philippines.