About HRmarketer: Persona

Tom, CEO/Owner

Publicity. Traffic. Leads.

Tom is a seasoned business leader. He leads the HR, Benefits and Training practice as Chief People Officer for a major hotel chain. He was among the first to implement skill-based training course work in corporate learning, and has authored dozens of published articles and white papers on workforce development. Tom has a passion for engaging with company managers and executives and helping them implement development programs for themselves and their workforce.

Tom started his Organizational Development firm with two other principals five years ago. He was able to build the business by calling on his own network and professional colleagues who knew his capabilities and ability to deliver. He's now built a firm with $3M in revenues annually, and has operationalized his methodology so that it can be carried forward as the core of his business services for years to come. He wants his business to continue beyond his retirement. In order to grow the company further, Tom knows he'll have to reach beyond his own network and those of other principals and do some selling. He enjoys consultative selling work and the process of getting to know a new company and its leaders. It's getting in the door and getting a meeting that's a challenge. He'd rather someone else do that work.

Tom finally decided to hire a 10-year veteran of sales in the HR space to run business development. He can run a marketing program and start conversations and bring in Tom right at the point where the relationship can develop further.

His new VP of Business Development will need some help though, and Tom decided to engage HRmarketer after reading every single white paper HRmarketer produced. He likes the idea of using valuable content to engage buyers early in the sales process and as a way to increase visibility online. He sees the Internet as key to effective marketing for a company of his size; he can't compete with the ad budgets of the big vendors in the space.

Tom knows he can continue to write thought-leadership content in the form of white papers and educational news releases. His VP of BD will distribute news over HRmarketer and will also research other good opportunities to leverage the depth of expertise Tom and his colleagues have.