Turning a published HR study into content partners send to CFOs and HR directors
The firm's study on AI in HR service delivery went out as a long report for everyone. Persona cuts and a partner send calendar now reach the people who fund and run HR.
- Challenge
A finished HR study published as a long report, with no persona cuts or distribution plan.
- Approach
Persona cuts for CFO sponsors and HR directors, a partner send calendar and theme tracking.
- Result
Partners send each reader the finding that fits, and themes that earn follow-ups get extended.
The situation
Advisory firms often publish a major HR study as a long report behind a download form. A CFO funding HR technology wants the cost and payback findings; an HR director wants to know what adoption takes in shared services. Neither reads the full report, and partners forward the same PDF to every contact. After the early downloads the study goes quiet, and its strongest findings never reach the people who approve HR spend.
The question that mattered
How can the firm get the right findings from its existing study to each reader, and learn which themes lead to advisory conversations?
What we did
- 1
Map readers to findings
Write persona briefs for CFO sponsors, CHROs and HR directors: the decision each faces, the findings that bear on it and where each reads.
- 2
Cut the study for each persona
Re-edit the report into a CFO brief on HR cost-to-serve and payback, an HR director guide to adoption in shared services, plus posts, infographics and podcast episodes by theme.
- 3
Build the partner send calendar
Map each asset to target accounts and buyer moments, such as budget planning and HR system renewals, with send-ready notes partners personalise.
- 4
Track themes, not downloads
Tag every send and post by theme and persona, then review monthly which themes earn replies, report requests and meetings, extending those and retiring the rest.
What we delivered
The evidence and working documents the team kept.
- Persona briefs for CFO sponsors, CHROs and HR directors
- CFO cost-and-payback brief and HR director adoption guide
- Infographics, posts and podcast episodes by theme
- Partner send calendar by account, persona and buyer moment
- Theme tracker showing replies, report requests and meetings by persona
The outcome
Partners
send each contact the cut written for their role, on the calendar date
CFO sponsors
receive cost findings they can take into budget planning
Marketing
extends themes that earn follow-ups and drops the rest
The study
stays in circulation long after publication
Before writing to a CFO, partners now check the tracker for the finding earning replies in that sector.
What changed in the GTM motion
Each new study now ships with persona briefs and a partner send calendar. A monthly theme review with marketing and practice partners decides which themes get new assets and which are retired.
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