The Problem

Businessolver wanted to stand out in a crowded marketplace. The customer service and sales team told us their customers wanted not just benefits administration tools, but a better understanding of what benefits employees actually need the most. We seized that opportunity to develop a value-driven campaign. 

What We Did

Our strategy took on two parts. First, Edelman developed an industry-first thought leadership platform, The State of Workplace Empathy Study. It surveys U.S. employees, HR professionals and CEOs to evaluate the state of empathy in American workplaces. Now in its fifth year, the study consistently captures industry, media and customer attention and demonstrates the brand’s credibility as experts in the marketplace.  

Second, we crafted content to educate clients and prospects on how to “be the solution” in their own companies.  These materials positioned Businessolver as a partner and resource for prospects and customers.

The Results

In the eight months following the study’s release, Businessolver’s sales teams saw a 40 percent increase in inbound RFP requests (year-over-year), and most importantly, an 8 percent increase in sales—all connected to marketing efforts around the new positioning and thought leadership platform.