Driving Brand Awareness and Lead Generation in the Colorado SMB Market for StaffScapes

StaffScapes is a Colorado-based Professional Employer Organization (PEO) serving small to mid-sized businesses (SMBs). Its core services include HR, payroll, benefits, and compliance support — all aimed at helping local companies streamline operations and reduce administrative overhead.

By 2022, StaffScapes recognized that disjointed marketing efforts and a lack of internal sales infrastructure were preventing it from scaling effectively in a competitive regional market. Seeking to build a steady pipeline of qualified leads and elevate brand visibility, the company turned to OTM for strategic guidance and execution.

Check Out The Results
An HR Compliance Checklist booklet by StaffScapes is displayed on a tablet next to several open pages showing sections, checklists, and images of employees, hands joining, paperwork, and compliance-related graphics on a yellow background.

THE PROBLEM

Lack of Unified Marketing & Sales Infrastructure

StaffScapes entered the engagement with no CRM system, an outdated website, and little-to-no call-to-action strategy. Compounding the issue was an undefined sales process and low brand visibility in its key market.

Business Impact

These challenges resulted in sporadic marketing success with no scalable system to support long-term growth. Without consistent lead generation and clear messaging, StaffScapes struggled to stay on target with their goals in the Colorado SMB sector.

THE SOLUTION

Strategic Foundation and Market Positioning

OTM began the engagement by guiding StaffScapes through The OTM Path to Growth®, a comprehensive strategy phase that included in-depth market analysis, competitor research, and messaging refinement. This process helped sharpen the client’s value proposition and clarify its market positioning.

Following this strategic foundation, OTM developed a 12-month go-to-market roadmap designed to shift StaffScapes’ marketing approach from reactive and tactical to proactive and fully integrated.

Key Features & Services

  • Messaging and positioning via the OTM Path to Growth®
  • Go-to-market planning and execution
  • On-site SEO enhancements and website updates
  • Account-Based Marketing (ABM)
  • Outbound prospecting and lead nurture programs
  • Targeted digital ads, including LinkedIn thought leadership campaigns

Unique Approach

Rather than fully outsourcing all execution, OTM employed a hybrid model. StaffScapes’ internal team created content while OTM focused on strategic execution, SEO, advertising, ABM, and outbound efforts, ensuring agility and alignment.

Obstacles to Overcome

One significant challenge was the lack of an outbound nurture framework. To overcome this, OTM built a layered engagement campaign using targeted ads to warm up cold audiences and prime them for down-funnel conversion efforts.

RESULTS

Outcomes (Qualitative Results)

  • Stronger brand presence in the Colorado SMB market
  • Internal alignment around a unified marketing and sales strategy
  • A strategic shift from reactive tactics to consistent, proactive pipeline development

Key Performance Indicators (Quantitative Results)

  • 129% increase in form fills compared to Q1 last year
  • 36% increase in website conversion rate, reaching 3.97%
  • 2.33% CTR on LinkedIn thought leadership ads (vs. 0.44–0.65% industry average)

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