B2B GTM Strategy for Growth

Kleer Group offers modern solutions in finance and payroll management for growing companies. The payroll segment combines payroll services with system support and specialist expertise for businesses that want to reduce manual work and gain better control over their payroll processes. The project focused on how Kleer can position itself towards a relevant target audience for the new payroll segment

Many companies still rely on manual payroll processes where HR or People teams need to coordinate documentation, double check external payroll agencies, and manage payroll related questions without being experts themselves. At the same time, competition within payroll is fragmented between traditional agencies and software platforms where customers are expected to handle large parts of the process on their own. Insights from search data, CRM, competitor analysis, and persona research showed that the target audience is looking for control, reliability, and less administrative work, while also hesitating when it comes to implementation and switching systems. This created a need for a clearer go to market strategy and communication tailored to the target audience’s actual challenges.

The project resulted in a data driven go to market strategy for Kleer’s payroll segment. The work was based on persona research, search insights, and marketing automation to create a clearer customer journey and communication strategy. A RACE model was developed to adapt messaging for different stages of the funnel, from awareness to demo and retention. The strategy was also visualized through flowcharts showing how users move through the digital customer journey, from advertising and SEO to CRM, nurturing, retargeting, and eventually sales. The work also included competitor analysis, advertising examples, and KPIs connected to each stage of the funnel in order to create a clearer and more measurable GTM structure.