HRTECH CONTENT MARKETING AGENCY FOR B2B

Create Content That Attracts Qualified Buyers and Helps Build Sales Pipeline.

From high-intent SEO articles and buyer guides to product comparisons and sales enablement assets, we create content that attracts serious buyers and helps progress sales opportunities.

Results from our wider B2B SaaS work

$4.7M

Content-influenced pipeline generated

38%

Reduction in customer acquisition cost

62%

Improvement in trial-to-paid conversion

Our Process for Developing Content
That Supports Qualified Pipeline.

We start with your product, target buyers and sales data to understand what influences purchasing decisions. That research determines which topics we cover, the evidence each piece requires and how the content supports your commercial objectives.

Stakeholder research

Insights captured from live evaluation processes

We examine sales calls, demo feedback and customer interviews to understand how HR leaders assess new software, what other departments need to approve and where purchasing decisions tend to slow down.

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Buyer-Enablement Content

Useful content for demos, follow-ups and internal reviews

From vendor comparisons and ROI guides to implementation resources and customer stories, we create content that helps buyers evaluate alternatives, demonstrate business value and secure internal buy-in.

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Revenue Attribution

Clear visibility into content-influenced sales pipeline

Through AttributeIQ, our multi-touch attribution platform, we connect web engagement directly to account records in your CRM. This gives us complete visibility into which specific assets are influencing pipeline.

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FEATURED WORK

Explore our HRTech
Content Portfolio.

Explore our work across different areas of HR technology, from detailed buyer guides to practical business cases, with content designed to answer questions and support purchasing decisions.

01 BUSINESS CASE · ENTERPRISE HR

Pitching Maki to Your VP:
A Business Case Builder
for HR Teams

Getting approval for a new HR platform often means convincing finance and senior leadership that the investment makes sense. So we built Maki an interactive business case tool that helps HR teams quantify potential savings, draw on customer evidence and present a stronger case to their VP.

Explore the business case →

WHAT WE DID

Built an interactive business case calculator

Created a four-step calculator to estimate recruitment hours saved, hiring time recovered and the potential financial benefit over three years.

Brought customer evidence into the case

Used evidence on hiring speed, assessment completion and candidate experience to give HR teams a stronger basis for their recommendations.

Created an executive-ready summary

Turned the calculated impact into a presentation HR teams can use to justify investment with senior leadership.

02 HR TECH · BUYER GUIDE

7 Best Global Employee Benefits Platforms for 2026

A practical comparison of seven platforms covering global administration, local flexibility, employee experience, payroll controls and reporting, with real-world use cases to help teams evaluate vendors.

Read the article →

03 HR STRATEGY · INDUSTRY INSIGHT

How AI Is Changing the Employee Lifecycle

Follow one employee through recruitment, onboarding, performance, development and exit to see where AI is shaping the employee experience and what that means for HR leaders.

Read the article →

PRICING

Investment Options and Packages

Choose a single article or an ongoing monthly programme. Both include
research, strategic input and content written by HRtech specialists.

Monthly Programme

£3,400 /mo

4 pieces per month, saving £400

4 pieces

Monthly production

£400

Saved vs one-off

AttributeIQ

Included free

A monthly content programme for HRtech teams that need a steady stream of articles that support sales and measurable pipeline growth.

Strategy

Content audit reviewing existing articles, keyword performance and conversion opportunities across your website

Monthly content roadmap prioritising new articles, content refreshes and high-intent search opportunities tied to pipeline

Content

4 buyer guides, comparisons or long-form articles each month

Custom visuals for every piece, from process diagrams to data charts and explanatory graphics

Reporting & delivery

Monthly reporting on content-influenced sales pipeline

Priority turnaround, with a publishing calendar agreed up front

AttributeIQ included at no extra cost

INCLUDED

Our multi-touch attribution platform connects GA4 to HubSpot, showing which content buyers engaged with and the pipeline those interactions influenced.

£149/mo Included in your programme

Note: Pricing may increase for additional pages, sales-enablement assets or projects requiring more extensive technical research.

Long-Form Article

£950 /article

One-off, no commitment

1,600+

Words, up to 2,000

2 rounds

Of revisions

1 piece

Research to publish

One in-depth article, buyer guide or comparison for HRtech brands that need a single high-value piece.

Before we write

We ask for a short brief covering your audience, product angle and the question the article needs to answer

We research every claim using trusted industry reports, workforce research and authoritative sources relevant to HR technology.

Your article includes

1,600 to 2,000 words of SEO-optimised, research-led copy with internal linking and metadata recommendations

Custom graphics and visuals that explain key concepts

Repurposing recommendations for LinkedIn, email campaigns and sales-enablement content

Two structured rounds of revisions before final delivery

Best for HRTech teams that want to test our writing and editorial approach with a single article before committing to an ongoing monthly programme.

REVENUE ACCOUNTABILITY

Every Content Investment Measured Against Revenue Outcomes

HR tech purchases often involve product demos, security reviews and budget approvals across several teams. Last-click reporting misses much of the content buyers read along the way. We use AttributeIQ, our multi-touch attribution platform, to connect those interactions to CRM opportunities, showing which articles, guides and sales assets influenced pipeline and revenue.

The Board-Level Question	Standard SEO Reporting	The AttributeIQ Layer
“Which pages influenced this £89k deal?”	Last-click reporting credits the pricing page or final direct visit, overlooking earlier interactions.	Journey Explorer: Trace recorded content interactions from the first website visit through product evaluation, case studies and demo requests.
“What is this article worth in pipeline?”	Sessions, engagement rates and keyword rankings, without any connection to sales opportunities.	Page Influence: See the pipeline value associated with individual URLs and their role in recorded buying journeys.
“Is content influencing revenue or claiming credit for direct traffic?”	Separate channel reports with overlapping conversion credit.	Channel Influence: Compare first-touch, last-touch and multi-touch attribution across Organic, Direct, Paid and Social.
“When is a qualified prospect showing buying intent?”	Website engagement reports and manual CRM checks, often after the activity has occurred.	Behavioural Alerts: Send Slack notifications when identified qualified contacts repeatedly visit pricing, integration or other high-intent pages.
“Is our content helping deals close faster?”	Pageviews and engagement metrics, with no comparison of sales cycle length across content journeys.	Velocity Metrics: Compare time from first content touch to SQL and closed-won across buyer journeys, identifying which assets are associated with shorter sales cycles.

Every monthly content programme includes AttributeIQ access at no additional cost, normally £149/month. Explore AttributeIQ →

START A PROJECT

Got an HRTech Topic Your Team Needs Written?

Tell us about your software, the buyers you're targeting and what the content needs to accomplish. We'll assess the research requirements and put together a clear scope for the work.

How we start

Share what you need written: It could be a software comparison, a guide to evaluating solutions or a business case that helps HR leaders justify a new investment internally.

We’ll confirm the investment: A standard research-led article starts at £950. If the piece requires specialist interviews, extensive industry research or additional assets, we'll explain the costs before work begins.

We’ll set out the next steps: We’ll agree on the outline, delivery dates and feedback rounds, including who checks product accuracy and approves the final copy.

Let’s discuss your first piece.

Tell us what you’re thinking of publishing. Even if it’s still an early idea, that’s enough for us to start a useful conversation.

QUESTIONS WE GET BEFORE ENGAGEMENT

Before You Commit to an HRTech Content Agency

What should I look for when choosing a B2B HRTech content marketing agency?

Ask for relevant writing samples, rather than just traffic figures. Check whether the agency can explain complex HR software, compare products fairly and write for buyers who need to justify a purchase internally. Also ask how they verify claims, work with your product team and measure content's contribution to qualified enquiries and sales pipeline.

How is a specialist HRTech content agency different from a general B2B SaaS agency?

A general SaaS agency may understand content marketing but lack experience writing about HR technology. A specialist agency knows how to research HR software, evaluate competing solutions and explain complex products accurately. This results in more useful content for buyers and fewer factual corrections from your team.

When should an HRTech company hire a content agency instead of a freelance writer?

A freelancer can work well when you already have a content plan, detailed briefs and an editor managing delivery. Choose an agency when you also need topic prioritisation, research, writing, visuals, SEO optimisation and regular reporting. At GrowUp, we manage that process while your team reviews product-specific details.

Can GrowUp work alongside our in-house HRTech marketing and product teams?

Yes. If you already have a content plan, we can work with it. If not, we'll help you put one together. We handle the research, outlines, writing and revisions, using your product materials and customer insights. Your specialists review anything that needs internal verification, and we agree on the approval process before starting.

Do you handle technical SEO or primarily content strategy and production?

We primarily handle content strategy, keyword research, writing and on-page SEO, including internal linking. We also identify technical issues that could affect your content's visibility in search results. If you need a full technical audit, website migration or development work, we'll scope that separately and explain the costs upfront.

How long does HRTech SEO and content marketing take to influence qualified pipeline?

Content can support active sales opportunities immediately, especially when it answers questions buyers are already asking. Organic search generally takes several months to deliver consistent results, depending on your website's authority and competition. We use AttributeIQ to measure which content influences qualified enquiries, pipeline and closed-won deals.

HRTECH CONTENT MARKETING AGENCY FOR B2B

Results from our wider B2B SaaS work

Our Process for Developing Content
That Supports Qualified Pipeline.

Insights captured from live evaluation processes

Useful content for demos, follow-ups and internal reviews

Clear visibility into content-influenced sales pipeline

Explore our HRTech
Content Portfolio.

Pitching Maki to Your VP:
A Business Case Builder
for HR Teams

7 Best Global Employee Benefits Platforms for 2026

How AI Is Changing the Employee Lifecycle