Pipeline built practice by practice. Not one generic message for a 1,000+ person integrator.

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.

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.

Split 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

Build 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

Run 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

Score 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

Make 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

Funnel build

We consolidated contacts, content and CRM data, then defined profiles, lead scoring and stages for each practice.

Top of funnel

Practice-specific search content, webinars, LinkedIn and thought leadership from SystemSoft's leaders.

Middle of funnel

Vertical and practice email sequences, LinkedIn outreach and account-based campaigns, with lead scoring on every touch.

Bottom of funnel

Scored, sales-accepted conversations handed to SDRs and the accounts team for the right practice.

The program gave SystemSoft pipeline that matches how the company is organized.

• Pipeline built at the practice level, not as one company-wide funnel.
• Separate account lists and messaging for talent services and technology solutions.
• Practice-specific sequences and content for Palantir Foundry, generative AI, cybersecurity, application development and talent services.
• A lead scoring model and stage definitions that route engaged contacts from marketing to SDRs and the accounts team.

Market the practice, not the company

Large integrators sell many things to many buyers. A data leader looking for a Palantir Foundry partner does not care about staffing. Give every practice its own list, message and proof.

Keep talent and technology motions separate

Staffing buyers and solutions buyers can sit in the same company but act on different triggers. Separate lists and sequences stop one from diluting the other.

Let engagement decide when sales gets involved

A scoring model that weights demo requests and specific downloads above opens and follows keeps SDR time on contacts who are actually evaluating.