December 16, 2024
Liza Mischel
Head of Marketing | retrain.ai
Today, we’re excited to feature Liza Mischel, Head of Marketing at retrain.ai, in our HR Connect interview series.
With a strong background in B2B SaaS marketing, Liza shares her journey into HR tech and her perspective on navigating challenges and opportunities in this dynamic space.
In this interview, Liza dives deep into the unique challenges and opportunities in HR tech, offering valuable insights into bridging the gap between people-focused initiatives and the data-driven expectations of today’s business landscape.
Can you share a bit about your background in marketing and what led you to work in the HR tech space?
My background is in B2B SaaS marketing, especially in startups and go-to-market strategies. I’m generally industry-agnostic, but HR drew me in because HR teams do incredibly valuable work that often goes overlooked. Even though they’re called human resources, they barely have the resources to deal with their humans. It’s a tough field to be in, and it doesn’t get the love it deserves. I feel good knowing that what we do helps an underserved business department with technology and services that make their jobs easier—and, ultimately, make their companies better.
At retrain.ai, we empower HR leaders with data-driven insights and AI-powered tools to hire faster, retain longer, and develop the right talent smarter. Our platform doesn’t just support HR—it transforms it, turning an often-overlooked department into a strategic powerhouse that drives company growth..
What unique challenges do you face as a marketer in an industry that focuses so heavily on people and organizational culture?
One challenge is that HR doesn’t always speak the same language as the rest of the business. They’re focused on bringing in people, but their goals are often siloed and not aligned with the CFO, CEO, or product teams. HR leaders, especially CHROs, need to start thinking about how their work aligns with the company’s bigger goals.
As a marketer, my challenge is to help them frame their value in ways that resonate with the C-suite, so they’re not just convincing themselves but also the other stakeholders.
Another challenge is breaking through the massive amount of noise in HR leaders’ inboxes. CHROs receive hundreds of emails daily. How do you stand out? It’s not just about email marketing—it’s about making sure they see your brand in other places: on social media, in peer reviews, or through word of mouth. It starts with brand awareness, which is hard to measure and even harder to justify, but it’s key to getting HR professionals to engage with your content.
How do you think HR leaders can better communicate the value of their work to C-suite executives and decision-makers?
HR leaders need to align their efforts with the company’s overall goals, like efficiency or growth. For example, if your company values efficiency, HR should show how hiring people with the right skills contributes to that.
They also need tools that allow them to measure and present their work in terms of ROI—so when the CEO asks, “What have you done this quarter?”, they have data to show how they’ve contributed to the company’s success.
From your perspective, what role does empathy play in shaping marketing strategies that truly resonate with HR professionals?
Empathy is everything in marketing. HR professionals are often treated like the stay-at-home parent of the workplace. If things are running smoothly, no one notices, but the moment something goes wrong, they’re blamed. Good marketing has to understand that. It’s not about what your features do; it’s about showing HR leaders the benefit of using your software and how it helps them succeed.
For example, Red Bull doesn’t advertise its features—it says, “Red Bull gives you wings,” letting people decide what that means for them. That’s the kind of messaging HR professionals respond to.
Many HR tech companies face long sales cycles. What have you found to be the most effective approaches to overcoming this challenge?
Long sales cycles are especially tough in HR tech, where you’re often dealing with enterprises. The key is figuring out what’s causing the delay—finance, legal, IT—and preparing for those blockers ahead of time. If you know the questions they’re going to ask, have the answers ready. It could be as simple as creating a one-pager with common FAQs or ROI calculations. You can’t eliminate the steps, but you can shorten the time they take by being proactive and preparing materials your sales team can use.
How can marketing bridge the gap between HR’s people-focused initiatives and the data-driven expectations of business leaders?
HR’s job is to care about people, and that focus shouldn’t change. But business leaders need data to make decisions. Marketing can help by providing tools and resources that give HR the data they need to back up their requests.
For example, if HR can show how hiring data with certain key metrics that directly impacts company goals like growth or efficiency, it becomes easier to get buy-in from the C-suite. The trick is balancing data and the human element—giving HR the resources to succeed without taking the “human” out of human resources.
What marketing strategies do you think can help HR tech companies stand out in a competitive market, particularly in addressing challenges like talent acquisition and employee retention?
Stop copying what everyone else is doing. It’s tempting to say the same things. The focus should be on what makes you unique. Think of your software as a person—it’s not about selling features; it’s about building a relationship.
And collaboration within the HR tech space can also help. Partnering with other companies that complement your services, rather than competing, can make your offering more attractive to customers.
We thank Liza for sharing her valuable insights and experiences. Her deep understanding of the HR tech landscape, combined with her genuine empathy for HR professionals, truly shines through. Liza’s ability to connect with the challenges HR teams face and her dedication to providing solutions that make their work easier and more impactful is inspiring.
If you’re interested in sharing your story and becoming part of our HR Connect series, please reach out to us at info@focusimagepro.com.
Dilara Cossette
Founder
Dilara Cossette is the founder of Focus Image Pro, a boutique demand generation agency specializing in helping HR tech companies accelerate growth. With extensive experience in the industry, she partners with marketing leaders to craft strategies that drive demand, boost pipeline, and elevate brand presence. Dilara is passionate about fostering meaningful connections and sharing insights from HR tech innovators through the HR Connect interview series.
