WorkStep 2x’ed Pipeline Goal, 40% Now Organic With Letterdrop

WorkStep is the leading frontline employee engagement platform, helping companies reduce turnover and improve workforce satisfaction.

Founded: 2017

Website: workstep.com

Industry: SaaS, HR Tech, Employee Retention

The Team Needed to Scale Awareness at Lower Cost

Tori Cook, Head of Demand Gen and GTM Ops at WorkStep, faced a familiar marketing challenge: how do you grow pipeline without increasing spend, or headcount?

She knew organic channels could drive more efficient pipeline, but with a lean team of three marketers, they needed a fast, scalable way to build brand presence and activate sellers.

So the team turned to Letterdrop.

After Letterdrop: AEs Activated, Pipeline Doubled, CAC Down

40% of Pipeline Dollars Now Organic for Less Spend

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For the first time since 2023, organic became WorkStep’s top-performing channel: 40% of pipeline dollars were from organic social.

They use Letterdrop to:

• Bring buyers to them using defensible thought leadership posts generated from their sales calls (at scale)
• Warm accounts and influence multi-threading because more folks recognized them

And this was all done for far less than other channels like advertising.

"Organic awareness plays matter. They should take up X% of your pipeline or revenue initiatives.

Letterdrop is incredibly affordable when you look at it compared to other channels, like events, like advertising.

You're going to increase your organic pipeline, you are going to lower your cost per op, you're going to lower your entire sales and marketing efficiency budget.

You're going to influence multi-threading and winning deals because you're able to access more stakeholders." — Tori Cook

322 ICP Buyers Added to Network by AEs in 2 Months

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With Letterdrop, AEs expanded their network and Total Messagable Market dramatically: 322 ICP buyers added in just 2 months.

That reach in combination with posting about customer problems directly translated into more trust and visibility, especially in competitive deals against larger vendors.

The team was able to get posting within a week of onboarding Letterdrop.

It was also easy for them to amplify their posts for more reach.

"I could not imagine going back without Letterdrop, trying to equip our team to social sell. It would be so challenging with a team of three marketers." — Tori Cook

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BDR Booked Meeting on Day 1 From Buyer Soliciting Vendors

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Their new BDR, Brad, booked a meeting after spotting a buyer publicly soliciting vendor recommendations.

Letterdrop surfaced the signal, helped the BDR identify the prospect, and reach out.

A New Era of Organic Pipeline

Since turning on Letterdrop, organic has become WorkStep’s second highest-performing pipeline channel.

"And this is really the only major organic lever that we've changed.

What we saw in Q1 was for the first time ever, organic made up about like 40% of our pipeline dollars that were acquired.

It's hard to imagine that our entire makeup of pipeline changed that drastically because we haven't seen that sort of makeup from organic since 2023." — Tori Cook