Case Study – HR Technology Company
HR platform cuts its cost per meeting by 65%
When paid advertising stopped performing, one integrated system changed the economics of growth entirely.
Sector
HR Technology
Reach
UK Mid Market
Engagement
6 months
Return
65% lower Cost
The Brief
Hiro HR had been growing through paid social and search advertising, but the economics were deteriorating. Cost-per-click had risen year-on-year, and the leads landing in their inbox were increasingly off-target: companies too small, too early-stage, or simply browsing with no intention of buying.
Their marketing team was talented at brand content, but had no experience building outbound systems. The CEO knew signal-based outreach was the answer, but lacked the infrastructure and time to build it. They came to Propria for a better way to generate conversations, one that would compound rather than cost more every month.
The System We Deployed
The System
We built one integrated system around a single strategy spine, with each layer feeding the next.
The Spine
Strategy
Before we built anything, we rebuilt the targeting logic from the ground up. Hiro HR's strongest retention data were in two verticals, professional services and financial services, among HR Directors and CHROs at businesses with between 200 and 1,000 employees.
That definition became the spine. Every layer of the programme was built to reach that profile, and only that profile.
Layer - Conversions
Website
Alongside the outreach, we rebuilt Hiro HR's website to function as a conversion asset rather than a brochure.
Their credentials, client results, and proof points were placed front and centre, so when a prospect arrived from the outreach layer, the site did the closing work that advertising had never managed to do.
Layer - Signal Outreach
Signal-based outreach
We built a signal-led outreach programme using AI to track buying signals across every target account: compliance announcements, HR leadership changes, job postings signalling team expansion.
When a signal fired, our team engaged that prospect personally, with messaging anchored to Hiro HR's two strongest proof points. No paid traffic. No generic sequences. Every conversation started with context.
Layer - Authority
Content & authority
Propria ran the entire programme as a managed, always-on service. Hiro's sales team stopped prospecting and focused entirely on running the conversations we were generating.
Within 45 days, cost-per-booked-meeting had dropped by 65% compared to their previous paid media average, and every meeting was with a better-fit account.
The Results
65% Lower Cost
Compared to their previous paid advertising average.
Better-Fit Accounts
Every conversation from the right company, with the right profile, from day one.
45 Days to Results
From programme launch to measurable improvement in pipeline quality and cost.
"We were spending thousands on ads to get meetings with companies that were not a fit. Propria changed that in six weeks."
Stephen Sacks, CEO, HR Technology Platform
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