Insights From Our Experts

The average PEO tends to have a lot on their plate. The complex, compliance-driven environment you thrive in defines your day-to-day operations and the intricacy of your business’s long-term goals. It’s no wonder PEO marketing is similarly complex. 

If you’re searching for a marketing partner who can help amplify awareness and understanding of what you have to offer small and mid-sized businesses, you’re already on the right track. But what about trust, transparency, and strategic alignment? At Liger, we believe these three elements are non-negotiables in your relationship with a B2B marketing agency. Your ideal marketing partner will want to grow with you, encouraging open, honest conversations about where your business is headed and a deeper connection that will highlight your unique position within the PEO industry. 

Unfortunately, trust can’t be built overnight. You’ll need to carefully vet potential marketing agencies if you want to avoid costly misunderstandings and lost credibility. Before you begin your search, read our blog for an inside look at the questions you should ask and the value you stand to gain from a true marketing partnership. Plus, we’ll explain why PEO marketing presents so many distinct challenges—all of which Liger sees as exciting opportunities!

PEO Marketing: Why is it So Different? 

How well do you understand the world of marketing as it applies to PEOs? Here are three differentiators you should know: 

The Slow Burn 

For starters, you don’t have a physical product you can show off to potential customers. In your efforts to sell the intangible (yet invaluable) service of HR outsourcing, you’ll need to implement storytelling, education, and trust-building over a months-long sales cycle. Flashy ads and quick CTAs just aren’t going to cut it. More in-depth resources such as case studies and comparison guides are preferable as they give your leads a convincing glimpse of your knowledge and expertise and guide them towards a decision. 

Polished and Professional 

You’re also asking companies to hand over control of sensitive internal processes like payroll and compliance. We mentioned trust-building already, right? It should come as no surprise that the level of trust, security, and reliability you can convey and provide play a key role here, too. PEO marketing should be expert and legally sound, building a stance as an authority you can rely on in a highly regulated industry.

Two Voices, One Goal 

Don’t forget that you’re likely marketing to a dual audience: employees who will experience the benefits of a PEO and business owners who are concerned with cost, risk, and ROI of their HR solutions. Your messaging will need to be layered, addressing both practical and strategic concerns. 

Trust: Your Smartest Marketing Tool 

A marketing partner who genuinely understands what makes PEO marketing so challenging and unique will be equipped to deliver the best solutions. In addition, the trust you establish with your B2B marketing agency will translate to the trust you build with new customers, benefitting every tier of your business. 

Set clear expectations with your B2B marketing agency and have a mindset for ongoing collaboration. Open, transparent communication hinges on regular check-ins just as much as it hinges on honesty, so you’ll want to foster a relationship where you’re regularly talking things out and confirming that everyone’s on the same page.   

The right agency will also be focused on the bigger picture: future growth and ongoing success. If they have PEO industry experience, they can take complex services like HR, compliance, and benefits and turn them into clear, compelling messaging that builds trust, drives qualified leads, and solidifies brand credibility. 

Keep reading for nine questions we find useful in the agency vetting process: 

Understanding and Alignment

• “What experience do you have working with highly regulated or service-based B2B industries like PEOs, HR outsourcing, or compliance-heavy sectors?”

This looks for relevant case studies or insight into similar buying cycles.

• “How do you tailor your messaging and strategies for a long, consultative sales cycle?”

This ensures they can nurture leads over time rather than pushing for quick wins.

• “How do you learn a client’s business deeply enough to represent it authentically in the market?”

This evaluates their onboarding process and commitment to alignment.

Trust & Transparency

• “What’s your approach to setting expectations around performance and timelines? How do you handle underperformance?

This seeks honesty and maturity in client relationships.

• “Can you walk us through your reporting process? How often do you share performance data, and what metrics do you prioritize?”

Transparency in metrics and accountability is key.

• “What does a successful partnership look like to you?”

This reveals values and whether you share the same definition of success.

Strategic Thinking 

• “How do you approach differentiation in a complex, crowded space like HR or business services?”

This tests their creativity and strategic chops.

• “How do you align marketing content with sales enablement efforts?”

A good partner thinks beyond content and into the full funnel.

• “What questions would you ask us if you were crafting a campaign to reach our ideal clients?”

This reverses the dynamic to test their curiosity and strategic approach.

Choosing the Right Marketing Partner for Your PEO 

Struggling with differentiation? Liger can help you articulate your value. Wondering how to navigate the complexity (and sensitivity) of employer compliance while still converting leads? We can help with that, too. We understand that you need trust and strategic alignment to fall into place if qualified leads are going to make it into your sales pipeline, and we have the experience and the creativity to make it happen. 
Are you ready to make a meaningful difference in your PEO marketing? Contact our team today. This could be the beginning of an exciting partnership.