Synapse HRMS — AD Digitals case study
SaaS / B2B Tech

186% growth in qualified demo requests for a B2B SaaS platform.

186%
Growth in demo bookings in 6 months
-52%
CAC reduction
8.7%
Website conversion rate (from 4.2%)
12K+
LinkedIn followers built across founders

About the client

Synapse HRMS is a Bengaluru-based HR management platform serving Indian SMEs with 50–500 employees. Their product was technically superior to competitors but the marketing communicated features rather than business outcomes — creating a conversion problem at every funnel stage.

The challenge

A Bengaluru-based HRMS SaaS company had strong product-market fit but zero brand recognition. Website conversion was 4.2%, content was jargon-heavy, LinkedIn was inactive, and CAC of ₹18,000 made growth unviable.

Synapse HRMS challenge context

Our approach

01
Messaging architecture overhaul
We ran Jobs-To-Be-Done interviews with 12 existing customers and rewrote all positioning from technical capability to business outcome language — e.g. "reduces payroll processing time by 80%" instead of "automated payroll engine".
02
Website redesign with CRO
Rebuilt the website with a new IA — homepage, 3 solution pages, pricing, and an ROI calculator. Added social proof throughout: customer logos, G2 ratings, case quotes. Conversion rate testing began Week 1.
03
6-part explainer video series
Produced 6 short explainer videos (90–120 seconds each) demonstrating key workflows: payroll, attendance, leave management, expense claims, performance reviews, and onboarding. Used across website, LinkedIn ads, and email sequences.
04
LinkedIn thought leadership
Built a 12-week content calendar for the two founders — mix of opinion pieces, industry data posts, and product insights. AI-generated first drafts, founders edited and approved. Grew both personal profiles from under 1,000 to 6,000+ followers.
05
Demand generation funnel
Google search campaigns targeting HRMS buyer intent keywords, LinkedIn InMail campaigns to HR leaders in 50–500 headcount companies, and an automated email nurture sequence triggered by website behaviour.

Creative mockups & deliverables

Campaign creative — Synapse HRMS Content production — Synapse HRMS Brand deliverable — Synapse HRMS Performance creative — Synapse HRMS

The results

Within the engagement timeline, Synapse HRMS achieved measurable growth across every key metric. The AI-powered creative testing and data-driven strategy delivered results that compounded month over month:

  • 186%Growth in demo bookings in 6 months
  • -52%CAC reduction
  • 8.7%Website conversion rate (from 4.2%)
  • 12K+LinkedIn followers built across founders
Client
Synapse HRMS
Industry
SaaS / B2B Tech
Engagement length
6 months
Services delivered
Website Design & CROExplainer Video ProductionSocial Media & LinkedIn StrategyBrand Messaging & Positioning
Top result
186%
Growth in demo bookings in 6 months
Ready for similar results?
Book a free audit
Our sales team now gets inbound leads asking for demos instead of us chasing cold lists. The brand repositioning was the unlock — and the website conversion lift alone paid for the engagement in 6 weeks.
Co-Founder & CMO, Synapse HRMS
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