About SystemSoft Technologies
SystemSoft Technologies is a Tampa, Florida system integrator with more than 1,000 employees. It delivers application development, data and AI, cloud and DevOps, cybersecurity and managed IT operations, and lists Microsoft, Databricks, Palantir and Cohere among its technology partners.
It also runs a large talent services business covering contract staffing, contract-to-hire, direct hire and recruitment as a service, and has appeared on SIA's list of the largest US staffing firms. Its buyers include CIOs, CDOs, CTOs and engineering, data and transformation leaders in healthcare, financial services, the public sector, manufacturing and technology.
The problem
One brand, many practices, many buyers
A CDO choosing a Palantir Foundry partner, a CISO buying a penetration test and a VP of Engineering filling contract-to-hire roles want different things. Marketing SystemSoft as one list of services spoke clearly to none of them.
Talent and technology pulling in different directions
Talent services and technology solutions often sell into the same companies but to different people, on different timelines. Run from one list with one message, each motion gets in the other's way.
Assets and data scattered across the business
Case studies, webinars, blogs and contact lists sat in different places, and the CRM needed cleanup before every contact could be reached through a planned sequence.
What we did
01Split the market by practice
We defined an ideal customer profile and buying committee for each practice, so every campaign started from a specific offer and a specific buyer.
- Technology practices: Palantir Foundry, generative AI, data and analytics, cybersecurity, application development and low code
- Talent services: contract staffing, contract-to-hire and direct hire
- Buyers from CIOs and CDOs to VPs of engineering, cloud and digital transformation
02Build account lists around real buying signals
Technology accounts were chosen by signals such as generative AI adoption, cloud migrations in progress, and Palantir or Databricks environments. Talent accounts were chosen by the size and growth of their IT and engineering teams.
- Technology focus: Palantir and Databricks companies, cloud migrations, GenAI programs
- Talent focus: companies scaling engineering teams and running digital transformation initiatives
03Run vertical sequences with practice-specific proof
Each industry track got its own multi-step email sequence, built on SystemSoft's own case studies and practice content, with LinkedIn outreach from key stakeholders running alongside.
- Banking, healthcare, mortgage and insurance, and public sector tracks
- Lead magnets such as a security checklist for enterprise LLMs and a guide to low-code applications
- Sequences that move from proof to a webinar invitation to a direct request for a call
04Score engagement before sales time is spent
A lead scoring model weighted each signal, from email clicks and webinar attendance to white paper downloads and demo requests, so contacts moved from demand generation to lead generation, SDR follow-up and the accounts team only when they had earned it.
- Four stages: demand generation, lead generation, SDR and BDR, accounts
- Demo requests, specific white paper downloads and strong event conversations weighted highest
05Make each practice visible
Webinars, a podcast and fireside chat series with CxOs from target accounts, and search content gave each practice a visible point of view rather than just a logo on a services page.
- Webinar topics such as generative AI from proof of concept to production, and contract versus permanent hiring
- SEO content on IT staffing, Palantir Foundry services and generative AI implementation
