What is Sales and Marketing Strategy of Asure Company?

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What is Asure's Sales and Marketing Strategy?

Asure Software, a key player in cloud-based Human Capital Management (HCM), strategically shifted to a pure-play SaaS HCM model in late 2019/early 2020. This move allowed them to concentrate resources on simplifying HR for small and mid-sized businesses (SMBs).

This focus enables businesses to prioritize their growth, supported by Asure's technology. The company's evolution from its 1985 origins as Forgent Networks to its current specialized HCM solutions provider status under CEO Pat Goepel underscores a significant transformation in its market approach.

Asure's sales and marketing strategy centers on effectively reaching its target SMB market with cloud-based HCM solutions. This includes payroll, HR management, time and attendance, and benefits administration. The company's commitment to this focused strategy is evident in its financial performance, with recurring revenue comprising 96% of total revenue in full-year 2024, an increase from 84% in 2023. In Q1 2025, Asure reported revenue of $34.9 million, marking a 10% year-over-year growth, demonstrating the success of its refined go-to-market strategy and product offerings like Asure BCG Matrix.

Asure Company employs a diverse sales channel strategy, focusing on direct sales and a network of resellers to connect with small and mid-sized businesses. The company's online presence also serves as a direct point of access for potential clients seeking its Human Capital Management (HCM) solutions. This multi-channel approach is central to the Asure sales strategy.

Direct Sales and Reseller Network

Asure's primary sales channels include dedicated direct sales teams and a robust network of resellers. This dual approach allows for broad market reach and tailored engagement with its target small and mid-sized business (SMB) clientele.

Online Accessibility

Prospective clients can access Asure's services directly through its corporate website. This digital platform acts as a central hub for information and engagement, supporting the company's customer acquisition efforts.

Strategic Acquisitions for Channel Expansion

Recent acquisitions have bolstered Asure's channel strategy, particularly following its 'HCM-only strategy' pivot in late 2019/early 2020. These moves are designed to enhance market penetration and expand the reach of its cloud-based HCM solutions.

Key Partnership for Resale Growth

In January 2025, Asure secured a significant multi-year agreement to resell its Payroll and Payroll Tax Management solutions via an industry leader in audit, consulting, tax, and advisory services. This partnership is a testament to Asure's commitment to strategic alliances.

The effectiveness of Asure's sales channels is reflected in its financial performance and strategic initiatives. The company's focus on specialized sales teams has improved sales execution and fostered greater cross-selling opportunities, a key aspect of its Asure business strategy. This is further evidenced by a 400-basis-point year-over-year increase in 'attach rates' during Q2 2025, indicating clients are adopting multiple products. The company's contracted revenue backlog reached an impressive $82 million in Q1 2025, a 339% increase year-over-year, and new bookings grew by 45% year-over-year in the same quarter, demonstrating strong Asure revenue growth. The introduction of a new Canadian payroll tax solution in Q1 2025, designed for larger enterprises and global companies with Canadian operations, further expands Asure's market penetration and creates new avenues for customer acquisition. This new offering also supports seamless integration with major platforms like Workday, Oracle, and SAP, enhancing its appeal to a wider range of businesses. For a deeper understanding of the company's journey, refer to the Brief History of Asure.

Sales Performance Indicators

Asure's sales performance is marked by significant growth and improved customer engagement across its channels. The company's strategic initiatives are yielding tangible results in revenue and client adoption.

• Contracted revenue backlog reached an all-time high of $82 million as of Q1 2025.
• This represents a 339% increase year-over-year in contracted revenue backlog.
• New bookings in Q1 2025 surged by 45% year-over-year.
• 'Attach rates' increased by 400 basis points year-over-year in Q2 2025.

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Asure Company implements a multi-faceted marketing strategy to build brand recognition, generate leads, and boost sales in the Human Capital Management (HCM) software sector. Its approach blends extensive digital content creation with active social media engagement and direct customer interaction. This comprehensive strategy aims to reach and convert a wide range of potential clients.

Content Marketing Prowess

Asure produces a significant volume of content, including 52 blog posts, 8 whitepapers, and 18 industry insight reports annually. These resources collectively garner an average of 1,200 downloads per month, establishing thought leadership and attracting potential customers.

Social Media Engagement

The company maintains a strong presence on professional networks, with LinkedIn boasting 24,500 followers and 3,750 monthly interactions. On X (formerly Twitter), Asure has 12,800 followers and sees 2,100 monthly interactions, indicating active community building.

Webinars and Demonstrations

Asure conducts 24 webinars each year, attracting an average of 275 attendees per session. These events yield a 7.3% conversion rate from attendee to sales inquiry, highlighting their effectiveness in lead nurturing.

Industry Event Participation

The company actively participates in major industry events like the SHRM Annual Conference and the HR Technology Conference. These appearances have resulted in significant lead generation, with 412 qualified leads from the SHRM conference and 356 from the HR Technology conference.

Data-Driven Personalization

Asure's marketing is underpinned by a commitment to data-driven strategies and customer segmentation. This allows for personalized outreach and tailored solutions, enhancing customer acquisition and retention efforts.

AI Integration for Efficiency

The company leverages AI in its HR compliance services to improve scalability and efficiency. This technological integration extends to future innovations, including predictive HR analytics and personalized employee engagement platforms.

Asure's business strategy is deeply intertwined with its marketing tactics, focusing on technological innovation and customer segmentation. The company targets small to medium-sized businesses (SMBs) with tiered pricing models designed for organizations of 1-50, 51-250, and 251+ employees. This approach ensures that their offerings are accessible and relevant to a broad spectrum of businesses. The company's commitment to innovation is further exemplified by its Q4 2024 launch of Luna, an advanced AI agent for payroll and HR management, and the Q1 2025 introduction of AsurePay, a digital payroll banking solution. AsurePay has seen strong adoption, with 70% of active card users engaging with it more than three times monthly. These advancements, alongside a focus on increasing 'attach rates' through cross-selling, are fundamental to Asure's pursuit of scalable and profitable revenue growth. Understanding Marketing Strategy of Asure provides insight into their customer acquisition and market penetration efforts.

Technological Backbone and Future Vision

Asure's marketing ecosystem is significantly enhanced by strategic investments in technology and partnerships. A key alliance with Amazon Web Services (AWS) is central to its innovation pipeline, aiming to integrate advanced AI for predictive analytics, intelligent workforce management, and enhanced compliance monitoring.

• Strategic partnership with Amazon Web Services (AWS) for AI integration.
• Development of predictive HR analytics and intelligent workforce management.
• Focus on personalized employee engagement platforms.
• Sophistication in compliance monitoring through AI.
• Launch of Luna, an advanced AI agent for HR and payroll in Q4 2024.
• Introduction of AsurePay, a digital payroll banking solution in Q1 2025.
• Emphasis on increasing 'attach rates' through cross-selling.

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Asure's brand positioning centers on being a dependable partner for small and mid-sized businesses seeking cloud-based Human Capital Management solutions. The core message emphasizes simplifying HR complexities, boosting efficiency, and ensuring compliance, allowing businesses to concentrate on expansion.

Core Identity: Trusted HCM Partner

Asure positions itself as a trusted provider of cloud-based Human Capital Management (HCM) software and services. Its primary goal is to help small and mid-sized businesses (SMBs) streamline HR operations, enhance efficiency, and maintain compliance.

Market Differentiation: Local Feel, Big Strength

The company differentiates itself by offering 'big company strength with the feel of local support.' This approach aims to connect with SMBs by acknowledging their specific challenges and dedication.

Visual Identity: Symbolizing Growth

Updated in January 2020, Asure's visual identity features a logo with an upward-pointing diagonal line. This symbolizes growth, drive, and results, reflecting the company's ability to help businesses navigate complex HR challenges.

Brand Tone: Empathetic and Supportive

The brand's tone of voice is empathetic and supportive, promising to assist clients in developing their human capital to achieve higher levels of success and optimize resource allocation.

Asure's value proposition is built on innovation, compliance, and cost-effectiveness, integrating technologies like AI and automation for efficiency and scalability. The company's competitive pricing offers solutions that are reportedly 7-12% lower than top-tier competitors, often with more features at comparable price points and flexible contract terms tailored for SMBs. This strategy is key to its Growth Strategy of Asure, focusing on attracting and retaining its target market. Asure actively adapts to market shifts, such as supporting multi-state payroll and labor compliance for remote workforces through strategic partnerships, demonstrating a commitment to client support and market relevance.

Value Proposition: Innovation and Efficiency

Asure emphasizes innovation through AI and automation to deliver efficient and scalable HCM solutions. This focus helps businesses improve their operational workflows.

Competitive Pricing Strategy

The company offers competitive pricing, with solutions often 7-12% lower than leading competitors. This strategy includes providing more features at similar price points and flexible contract terms.

Adaptability to Market Needs

Asure demonstrates adaptability by addressing evolving market needs, such as supporting remote work compliance. This is achieved through strategic partnerships to ensure client support.

Target Audience Focus

The brand's messaging and offerings are specifically designed to resonate with the unique challenges and aspirations of small and mid-sized businesses.

Commitment to SMB Success

Asure's consistent messaging across all platforms reinforces its dedication to helping SMBs thrive and achieve their growth objectives.

Strategic Partnerships

The company leverages strategic partnerships to enhance its service offerings and address complex compliance requirements, particularly in dynamic work environments.

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Asure Company has strategically employed a series of impactful sales and marketing campaigns to solidify its position as a leading SaaS Human Capital Management provider for SMBs. These initiatives have been crucial in communicating its evolving brand identity and driving significant business growth.

Pivotal Rebranding for HCM Focus

In January 2020, following the divestiture of its Workspace Management segment, Asure underwent a significant rebranding. This campaign aimed to clearly define its new identity as a dedicated SaaS Human Capital Management provider for small and medium-sized businesses.

Canadian Market Expansion Launch

The company launched its new Canadian Payroll Tax Management solution in Q1 2025, targeting large Canadian companies and global enterprises with Canadian operations. This expansion into Canada was supported by a campaign highlighting seamless integration with major HR platforms.

Strategic Partnership for Client Empowerment

A strategic partnership with HRlogics was announced in May 2024. This initiative focuses on providing Asure's clients with improved access to crucial tax credits and hiring incentives, such as the Work Opportunity Tax Credit (WOTC).

Product Innovation and Digital Solutions

Recent product innovations include the Luna AI agent launched in Q4 2024 and the AsurePay digital payroll banking solution in Q1 2025. AsurePay has demonstrated strong client engagement, with 70% of active card users utilizing it more than three times monthly.

Asure's commitment to thought leadership is evident in its annual Small Business HR Benchmark Report. The 2024 report, building on the 2023 inaugural study, found that fast-growing companies are 83% more likely to implement all 40 HR best practices compared to 64% of zero-growth businesses, underscoring the link between HR excellence and business expansion. This data reinforces the value proposition that underpins the Revenue Streams & Business Model of Asure.

Brand Refresh and Growth Ambitions

The January 2020 rebranding, featuring a new logo and website, symbolized motivation, pride, and energy. The upward-pointing line in the logo represented growth and the company's ability to simplify complex business challenges.

Canadian Payroll Tax Management Solution

The Q1 2025 launch of the Canadian Payroll Tax Management solution contributed to a 10% year-over-year revenue increase, reaching $34.9 million in Q1 2025. This product addresses critical compliance needs for businesses operating in Canada.

HRlogics Partnership for Tax Credits

The May 2024 partnership with HRlogics aims to enhance clients' financial robustness by facilitating access to tax credits and hiring incentives, particularly in a challenging economic climate.

AI and Digital Banking Innovations

Product development, including the Luna AI agent and AsurePay, reflects a commitment to leveraging technology for improved payroll and HR management and enhanced client experience.

Thought Leadership in HR Best Practices

The 2024 Small Business HR Benchmark Report highlights that companies with fast growth are significantly more likely to adopt comprehensive HR best practices, reinforcing the strategic importance of HR management.

Asure's Sales and Marketing Strategy Pillars

The Asure sales strategy is characterized by a focus on clear brand communication, market expansion through specialized solutions, strategic partnerships, and continuous product innovation to drive revenue growth and customer acquisition.

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