GrowthMode Marketing

In a saturated and increasingly competitive HR technology market, standing out isn’t just a challenge—it’s a necessity. Strong, strategic tech marketing is no longer optional; it’s the only way to cut through the noise and connect meaningfully with the right buyers.

However, not all marketing is created equal.

Countless agencies claim they can market any technology, but HR tech isn’t just any market. It’s deeply nuanced—shaped by complex buyer journeys, evolving workplace priorities, and compliance-heavy environments. Too often, generalist agencies step into the space without truly understanding what makes it different—and it shows.

That’s why companies in this space need more than just a marketing partner. They need one that specializes in HR tech.

Under the leadership of Deanna Shimota, GrowthMode Marketing has made it its mission to help HR tech organizations find clarity, focus, and, ultimately, traction in the extremely crowded HR tech market.

Developed by HR tech veterans and with a sharp focus on demand generation, GrowthMode Marketing has positioned itself as a strategic partner for growth-stage companies looking to scale efficiently and effectively. Its methods are deliberate, its approach grounded in experience, and its results driven by a passion for helping clients grow—not just bigger, but smarter.

Your knee-jerk reaction might be, ‘we don’t want to turn anyone away.’ But when you try to appeal to everyone, you resonate with no one

What sets GrowthMode apart isn’t just its fluency in B2B marketing—it’s the firm’s specialized expertise in the HR tech vertical and its proprietary methodology: Demand Generation 2.0—a three-pillar system that guides clients from strategic alignment through content execution and distribution, ultimately driving real, sustainable growth.

A Market Like No Other

For many companies entering the HR tech market—or even those already in it—the marketing challenge isn’t a lack of effort, but a lack of focus. Traditional agencies often miss the mark, not because they lack creativity or technical skill, but because they don’t understand the complexities of HR technology buyers, the nuances of product categories, or the competitive dynamics at play.

Shimota explains that working with an agency that doesn’t live and breathe HR tech can be costly:

“I’ve talked to a lot of marketing leaders and CEOs at HR tech companies who say, ‘I feel like I’m throwing my money away,’ because the marketing programs just aren’t getting results. And I think it’s because of those details—of not understanding the market.”

At GrowthMode, understanding the market is non-negotiable. Many team members have come from corporate roles in HR tech. This industry fluency enables them to grasp what the software does, how buyers think, what pain points drive decisions, and why many marketing messages fall flat. The team doesn’t just attend HR tech conferences or skim analyst reports—they immerse themselves in their clients’ worlds.

This insider perspective means that when GrowthMode begins work with a new client, they hit the ground running.

Strategy First, Always

GrowthMode’s Demand Generation 2.0 framework begins where many companies skip over: strategy. According to Shimota, without a strong strategic foundation, all the ad spend, email campaigns, and trade show booths in the world won’t amount to anything.

A case in point: a UK-based human capital management platform approached GrowthMode as it prepared to enter the crowded U.S. market. Though they were already executing various outbound sales activities, the results were underwhelming. They needed more traction—and fast. GrowthMode didn’t start with splashy ads or expensive media buys. Instead, they began by defining the client’s Ideal Customer Profile (ICP).

Far too often, Shimota notes, HR tech companies try to be everything to everyone. That desire to cast a wide net dilutes their messaging to the point of irrelevance. GrowthMode pushes clients to be selective, knowing that focus in marketing isn’t about exclusion—it’s about precision.

“We help them narrow down the audience,” says Shimota. “Your knee-jerk reaction might be, ‘We don’t want to turn anyone away.’ But when you try to appeal to everyone, you resonate with no one.”

Once the ICP is clear, the next challenge is differentiation. With so many similar-sounding solutions vying for the same buyers, companies must develop a unique point of view. Often, there is little functional difference between products in categories like applicant tracking systems (ATS) or HRIS platforms. So how do you stand out?

GrowthMode helps brands build a narrative that connects their solution directly to the nuanced pain points of their target audience. Instead of vague outcomes like “hire faster” or “retain better,” they craft messaging that speaks to specific, often-overlooked challenges—such as a CHRO at a manufacturing firm dealing with third-shift staffing and OSHA training requirements.

This detailed alignment between product capabilities and buyer pain points allows brands to stand out in crowded categories. It’s not about being different for the sake of it—it’s about being meaningfully relevant to the buyer.

Content That Converts

Once the strategic foundation is in place, GrowthMode turns its focus to content—what it calls the fuel of the demand generation engine. Unlike many agencies that churn out generic whitepapers and blog posts, GrowthMode builds tailored content blueprints mapped to every stage of the buyer journey.

Whether a prospect is just becoming aware of a problem, evaluating solutions, or preparing to make a purchase decision, GrowthMode ensures relevant, resonant content is there to meet them. Because that content is rooted in the ICP and the company’s unique positioning, it doesn’t just inform—it builds credibility and trust.

“We’re creating hyper-focused content that speaks to the pain points and outcomes our client’s audience cares about,” says Shimota. “When content does that well, it becomes a powerful lever for demand.”

The emphasis is on consistency and value. One well-targeted asset isn’t enough. The goal is to build an ecosystem of content that steadily attracts prospects, nurtures interest, and helps companies create a digital presence that works around the clock.

Getting in Front of the Right Eyes

Even the best content fails if no one sees it. That’s why the third pillar of GrowthMode’s framework is distribution—a comprehensive strategy that spans owned, earned, and paid media.

As Shimota points out, the website is the cornerstone. In today’s buying environment, B2B decision-makers often make up to 80% of their purchasing decision before ever speaking to a sales rep. That means a company’s website content and user experience must carry significant weight.

But the distribution strategy doesn’t stop there. GrowthMode helps clients build and nurture “managed channels”—email lists, social media audiences, and podcast followings they own and control. These channels allow HR tech brands to stay top of mind, even when buyers aren't actively shopping.

For broader exposure, GrowthMode taps into third-party ecosystems—analyst platforms, review sites, industry publications, and trade shows. By weaving together these sources of visibility, they help companies attract new prospects and foster long-term engagement.

The long-term nature of the process is something GrowthMode is upfront about:

“If you’re starting from ground zero,” Shimota advises, “expect it to take 18 months of consistent investment and focus. But if you stick with it, the results come.”

A Clear Focus on HR Tech

Unlike full-service agencies that spread resources across multiple industries, GrowthMode has chosen to specialize. Its exclusive focus on HR tech means it doesn’t just understand the products—it understands the buyers. That insight allows the team to challenge their clients in ways generalist agencies simply can’t.

“There are so many agencies that are full-service,” says Shimota. “When you do everything, you can’t be exceptional at all. We focused on HR technology companies and demand generation in particular.”

That focus has paid off. From Series A startups seeking traction to mature companies preparing for acquisition, GrowthMode has guided dozens of HR tech brands through critical growth phases. Many have seen measurable improvements in engagement, sales conversations, and revenue.

Shimota is candid about what it takes: there’s no silver bullet, no overnight fix. But there is a process—and it works.

“Marketing is a long-term game. But if companies can stick with it, they see results.”

Scaling with Confidence

Whether developing sales collateral, building buyer personas, or creating go-to-market strategies, GrowthMode meets companies where they are—but never loses sight of where they need to go. The agency thrives in complexity—not by oversimplifying it, but by bringing structure, clarity, and focus to companies that need it most.

That clarity is especially valuable in a market as noisy as HR tech. With hundreds of vendors competing for limited buyer attention, companies that invest in specialized strategy and execution gain a clear advantage. They know who they’re speaking to, what that person needs to hear, and why it matters.

For HR tech companies looking to scale intelligently and sustainably, GrowthMode Marketing doesn’t just offer services—it offers direction.