54 Appointments for UKG
UKG serves over 80,000 organisations with enterprise HCM and workforce management. Reaching HR leaders across the US mid-market required multi-seniority targeting, from HR Managers who feel the operational pain daily up to CHROs who own the buying decision. It also required vertical-specific messaging and account-level research that turned every cold touch into a personal one.
54
Appointments booked
$500,000
Avg deal size (estimated)
91
Leads generated
Weston, Florida & Lowell, Massachusetts (US)
Headquarters
About the Client
UKG (Ultimate Kronos Group) is one of the largest HCM and workforce management providers globally, formed in 2020 from the merger of Ultimate Software and Kronos. UKG supports over 80 million employees across more than 80,000 organisations. Their platform combines HCM, payroll, workforce management, scheduling, and time tracking into a single suite, with particular depth in industries with complex hourly workforces such as healthcare, retail, hospitality, manufacturing, and public sector.
Client
UKG
Industry
HR Tech
Headquarters
Weston, Florida & Lowell, Massachusetts (US)
The Challenge
Incumbent-heavy US mid-market
Every US company in UKG's target size range was already running an HCM system. ADP, Workday, Paylocity, Paycor, and legacy Kronos or Ultimate deployments dominated the mid-market. Outbound had to open a conversation that was not already on the buyer's roadmap.
Multi-seniority targeting complexity
HR platform decisions at 500 to 5,000 employee companies involve multiple layers. The CHRO owns the buy, but VPs, Directors and HR Managers own the day-to-day operational context and often surface the initial pain. UKG needed outbound running against all four seniority levels simultaneously, each with messaging that reflected what that specific role owns.
Templated cold outreach fatigue
HR leaders at target US companies received 20 to 40 cold vendor emails per week. Anything that read as templated or generic was deleted within seconds. Every touch needed to demonstrate specific knowledge of the recipient's company and role.
Our Approach
Channels Used
Leadriver Team
US-Only Mid-Market Targeting Across Four Seniority Levels
We built a US-only target list of 500 to 5,000 employee companies concentrated in UKG's strongest verticals such as healthcare systems, retail chains, hospitality groups, manufacturing operations, and public sector. Prospects spanned HR Managers, HR Directors, VPs of HR / People, and CHROs. Each seniority level received its own message track. Managers heard about operational pain, Directors heard about team productivity, VPs heard about workforce cost, and CHROs heard about strategic transformation.
Vertical-Specific Messaging
Every industry vertical received its own message track. Healthcare HR leaders got messaging anchored to nurse scheduling complexity, credential tracking, and compliance. Retail HR leaders got messaging around hourly workforce optimisation, seasonal ramp, and shrinkage. Manufacturing HR leaders got messaging around shift management, safety compliance, and skilled-trade retention. Generic unified HCM platform pitches were explicitly avoided.
Per-Account Research Woven Into Every Opening Line
Every target company was manually researched before it reached the outreach queue. We read the last 90 days of press releases, executive blog posts, LinkedIn announcements, funding news, geographic expansions, new-hire announcements, product launches, industry award wins, and public workforce statements. The most usable insight per account was then woven into the opening line of the first touch, so instead of a generic 'I noticed you're a CHRO', the email opened with something like 'I saw the 400 new hires you're planning across the Nashville and Denver expansions through Q3'. This lifted first-touch reply rates significantly compared to templated equivalents.
Pre-Qualified Discovery Handoff
Every booked meeting was pre-qualified against UKG's ideal profile including company size, industry vertical, incumbent HCM system, and decision-maker authority. Leadriver delivered a pre-call briefing for each meeting covering the incumbent system, the HR leader's tenure and background, recent workforce announcements, and the specific research angle that had earned the meeting. This meant UKG's AE team could lead with insight rather than discovery from the first minute of the call.
Results
54
Appointments booked
$500,000
Avg deal size (estimated)
91
Leads generated
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