01
Client context
The practice relied on referrals and wanted to build a more predictable pipeline.
02
Business challenge
It was unclear where buyers looked for advisors and what content influenced them.
03
Research objective & questions
Map the HR buyer journey and identify the most effective marketing and sales touchpoints.
- What triggers HR leaders to seek external advice?
- Where do they look for advisors?
- Which content and proof points influence selection?
- Who else is involved in the decision?
04
Methodology & approach
- HR leader interviews
- CHROs and HR heads.
- Buyer survey
- Information sources and decision criteria.
- Content audit
- Competitor thought leadership and digital presence.
- Journey mapping
- Stages and touchpoints.
05
Sample & geography
- ~20 HR leader interviews
- ~150 survey responses
- Geography — India
06
Key findings
- Peer networks and industry events were primary discovery channels.
- Practical frameworks and benchmarks were the most valued content.
- Finance leaders joined decisions for larger engagements.
- Buyers searched online to validate firms before shortlisting.
07
Business implications
- Invest in peer events and HR leader communities.
- Publish practical frameworks and benchmarks.
- Equip proposals with a business case for finance.
08
Outcome
The practice received a buyer journey map and a demand generation plan.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.