{"id":6166,"date":"2025-05-05T17:33:01","date_gmt":"2025-05-05T21:33:01","guid":{"rendered":"https:\/\/dipity.digital\/?p=6166"},"modified":"2025-09-28T17:36:30","modified_gmt":"2025-09-28T21:36:30","slug":"workstep-3pl-employee-engagement-platform-case-study","status":"publish","type":"post","link":"https:\/\/dipity.digital\/workstep-3pl-employee-engagement-platform-case-study\/","title":{"rendered":"WorkStep (3PL Employee Engagement Platform) \u2013 Case Study"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">WorkStep is a fast-growing SaaS startup in the third-party logistics (3PL) and frontline workforce engagement sector. By early 2022, <a href=\"https:\/\/www.workstep.com\/resources\/why-now-is-the-time-to-join-workstep\/#:~:text=At%20WorkStep%2C%20we%20are%20doing,job%20seekers%3F%20A%20few%20reasons\">WorkStep <\/a>had surpassed $10M in annual revenue and closed a $25M Series B round. According to company reports, its<a href=\"http:\/\/businesswire.com\"> revenue was growing more than 3\u00d7 year-over-year during this period<\/a>. Headcount likewise expanded rapidly (from ~14 employees in 2021 to ~150 by the start of 2024). With a $4.5M ARR base in late 2022, WorkStep partnered with Dipity\u2019s Founder, Morgan Von Druitt to aggressively scale pipeline and leads. The agreed KPI was <strong>MQL pipeline growth<\/strong> \u2013 specifically, to grow the quarterly pipeline from ~$300K to $1.45M year-over-year.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Approach (Content-Driven Growth):<\/strong> To achieve this, our team deployed a <em>content-heavy, multi-channel marketing strategy<\/em>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Thought Leadership Content:<\/strong> We produced a high volume of SEO-optimized blogs and articles addressing frontline engagement, retention and workforce trends. Dozens of posts (including detailed analyses of industry examples like <a href=\"https:\/\/www.wegmans.com\/\">Wegmans <\/a>and <a href=\"https:\/\/www.xpo.com\/\">XPO<\/a>) drove organic search traffic and built WorkStep\u2019s topical authority.<br><\/li>\n\n\n\n<li><strong>Podcasts &amp; Video:<\/strong> We supported WorkStep\u2019s leadership in guest podcast appearances and created videos on key themes (e.g. \u201cWhat <a href=\"https:\/\/www.google.com\/aclk?sa=L&amp;ai=DChsSEwiMsIG2j_yPAxXBMggFHWjkDwEYACICCAEQABoCbWQ&amp;co=1&amp;ase=2&amp;gclid=CjwKCAjwuePGBhBZEiwAIGCVSwQABSKSU6QD9qbcblyDWrTNz95wXLkQ6N1hJ5h5l99MbIlxishhlhoCrGAQAvD_BwE&amp;cid=CAASQ-RoTVHHO4JUQ3qS2vxkVh0tELDMq_SDTmMU9oadMMyguPhj0RjURapSpHI2dasATR-puuLcCAHLwcuD1FNCMRYDyBg&amp;cce=2&amp;category=acrcp_v1_32&amp;sig=AOD64_3Pt0SgcWeHYv_D4Pr9xBb8-9WAgg&amp;q&amp;nis=4&amp;adurl&amp;ved=2ahUKEwi5gPq1j_yPAxVnk4kEHXkRBLkQ0Qx6BAgWEAE\">Misfit Market<\/a>\u2019s culture can teach us\u201d) to reach HR and operations audiences. Some of their <a href=\"https:\/\/www.youtube.com\/%40workstep407?utm_source=chatgpt.com\">events <\/a>include topics like \u201cDeep Dive into Calculating the True Cost of Frontline Worker Turnover\u201d and \u201cThe Most Challenging Supply Chain Labor Market Ever.\u201d<br><\/li>\n\n\n\n<li><strong>Industry Events &amp; Conferences:<\/strong> WorkStep secured speaking slots and demo opportunities at leading supply-chain conferences like the <a href=\"https:\/\/www.nextgensupplychainconference.com\/\">NextGen Supply Chain Conference<\/a>, raising brand awareness. At these events, we highlighted thought-leadership content and workshopping success stories.<br><\/li>\n\n\n\n<li><strong>Webinars and Fireside Chats:<\/strong> We curated interactive webinars and virtual panels with industry leaders. For example, WorkStep co-hosted a <em>fireside chat<\/em> with logistics firm <a href=\"https:\/\/www.nfiindustries.com\/\">NFI <\/a>on <a href=\"https:\/\/www.workstep.com\/resources\/nfi-workstep-fireside-chat-how-to-boost-productivity-by-engaging-your-hourly-workforce\/?utm_source=chatgpt.com\">How to Boost Productivity by Engaging Your Hourly Workforce<\/a>, and published webinars like \u201c<a href=\"https:\/\/www.workstep.com\/resources\/category\/content-formats\/events-webinars\/?utm_source=chatgpt.com\">Reducing Worker Turnover \u2013 Tying Employee Feedback to Positive Outcomes<\/a>\u201d and \u201c<a href=\"https:\/\/www.workstep.com\/resources\/taking-action-now-on-frontline-worker-feedback\/?utm_source=chatgpt.com\">Taking Action NOW on Frontline Worker Feedback<\/a>\u201d. These sessions positioned WorkStep as a community hub and generated qualified contacts.<br><\/li>\n\n\n\n<li><strong>Total Economic Impact (TEI) Campaign:<\/strong> To quantify ROI for prospects, we commissioned a <a href=\"https:\/\/get.workstep.com\/forrester-total-economic-impact-workstep#:~:text=A%20recent%20Total%20Economic%20Impact%E2%84%A2,year%20period\">Forrester TEI study<\/a>. The resulting report showed a customer saved <strong>>$5M<\/strong> in turnover costs over three years, with WorkStep&#8217;s platform \u201chelp[ing] the customer significantly reduce employee turnover and turnover costs\u201d. We promoted this through an infographic and a live webinar with Forrester Consulting, reinforcing WorkStep\u2019s value proposition to large enterprises.<br><\/li>\n\n\n\n<li><strong>Customer Advocacy:<\/strong> We integrated customer success stories into content. For example, we highlighted how NFI (a 3PL customer) cut new-hire turnover by 36% and overall turnover by 18% after adopting WorkStep. These <a href=\"https:\/\/www.workstep.com\/resources\/category\/use-cases\/?utm_source=chatgpt.com\">case studies <\/a>served as proof points that work.<br><\/li>\n\n\n\n<li><strong>User Onboarding (Retention):<\/strong> Internally, we optimized WorkStep\u2019s own customer onboarding with in-app messaging (Appcues). Improving onboarding and unlocking a<a href=\"https:\/\/www.appcues.com\/blog\/proven-customer-retention-strategies#:~:text=User%20onboarding%20%20is%20the,and%20stick%20around%20for%20longer\"> <strong>2.6\u00d7<\/strong> increase in revenue\/retention<\/a> by engaging new users on day one. Our Appcues flows helped shorten time-to-value for new customers, which contributed to stronger customer retention.<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Results<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The impact of the campaign was clear and measurable across multiple KPIs:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>MQL Pipeline Growth:<\/strong> Over 2022\u20132023, WorkStep\u2019s quarterly MQL pipeline rose from ~$300K to $1.45M YOY. This 5\u00d7 increase was achieved with essentially flat marketing spend and headcount, demonstrating the efficiency of the strategy.<br><\/li>\n\n\n\n<li><strong>Organic Pipeline:<\/strong> By Q1 2023, <a href=\"https:\/\/letterdrop.com\/case-studies\/workstep#:~:text=For%20the%20first%20time%20since,dollars%20were%20from%20organic%20social\"><strong>40% of WorkStep\u2019s pipeline revenue<\/strong><\/a> was sourced from organic channels. (This was a historic first \u2013 previously organic contributed a much smaller share.) Content-driven social and SEO efforts became a top-of-funnel engine.<br><\/li>\n\n\n\n<li><strong>Lead Quality:<\/strong> The content approach also boosted lead quality and coverage. Sales reps on WorkStep\u2019s team were able to connect with <strong>322 high-intent buyers<\/strong> in just 2 months by leveraging content posts on LinkedIn and industry networks. More decision-makers in target accounts recognized WorkStep\u2019s thought leadership, enabling more multi-threaded conversations.<br><\/li>\n\n\n\n<li><strong>Engagement &amp; Traffic:<\/strong> While exact traffic numbers are proprietary, analytics showed sustained lifts in website visitors and content engagement after each major campaign. For instance, blog posts on trending topics (like \u201cWegmans\u2019 $6M scholarship program\u201d) attracted thousands of views and social shares. The TEI infographic in particular drove spikes in downloads and demo requests. Overall, content-driven marketing significantly increased WorkStep\u2019s brand footprint in the supply-chain HR space.<br><\/li>\n\n\n\n<li><strong>Retention &amp; Onboarding:<\/strong> WorkStep\u2019s internal metrics indicated improved customer retention. (Industry benchmarks suggest that optimized onboarding flows yield substantial retention gains.) By using Appcues to deliver targeted in-app guides and emails, WorkStep cut the time new customers took to complete training modules and achieve \u201caha\u201d moments. This translated to smoother first-90-day engagement and helped sustain renewal rates above industry averages.<br><\/li>\n\n\n\n<li><strong>Evidence of Value (TEI):<\/strong> The Forrester TEI study and follow-up webinar provided hard numbers for prospects. The study headline\u2014\u201cWorkStep cuts turnover costs by over $5M\u201d\u2014became a key talking point in sales pitches and content. In practice, early customers reported double-digit percentage improvements in retention and satisfaction after deploying WorkStep (as evidenced by NFI and PepsiCo case studies), which aligned with the TEI\u2019s conclusions.<br><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Key Takeaways<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Integrated Content Drives Scale:<\/strong> A founder-led, content-first program (blogs, videos, podcasts) can dramatically expand reach without exponential budget growth<a href=\"https:\/\/dipity.digital\/#:~:text=With%20an%20aggressive%20content,while%20attracting%20more%20qualified%20engagement\">dipity.digital<\/a>.<br><\/li>\n\n\n\n<li><strong>Focus on Quality &amp; Thought Leadership:<\/strong> High-value, educational content attracted strategic buyers. Over time, organic search and social channels became major pipeline contributors (40% of pipeline)<a href=\"https:\/\/letterdrop.com\/case-studies\/workstep#:~:text=For%20the%20first%20time%20since,dollars%20were%20from%20organic%20social\">letterdrop.com<\/a>.<br><\/li>\n\n\n\n<li><strong>Leverage Analyst Insights:<\/strong> Publishing the Forrester TEI study (with webinar amplification) lent third-party credibility to WorkStep\u2019s claims. Prospects responded strongly to concrete ROI figures<a href=\"https:\/\/get.workstep.com\/forrester-total-economic-impact-workstep#:~:text=A%20recent%20Total%20Economic%20Impact%E2%84%A2,year%20period\">get.workstep.com<\/a>.<br><\/li>\n\n\n\n<li><strong>Engage &amp; Educate:<\/strong> Webinars and fireside chats (e.g. with partners like NFI) built a loyal community around WorkStep. These forums not only generated leads but also reinforced existing customers\u2019 value perception.<br><\/li>\n\n\n\n<li><strong>Data-Driven Optimization:<\/strong> We continuously tracked results (MQLs, conversions, traffic, retention). This data allowed quick pivoting of content topics to what was resonating, and verified that pipeline goals were on track.<br><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusion:<\/strong> By marrying aggressive, high-quality content marketing with community engagement and customer advocacy, WorkStep achieved a <em>10\u00d7<\/em> increase in its MQL pipeline over 12 months. The strategy made WorkStep one of the most visible brands in frontline engagement, fueling rapid growth with measurable ROI. Each marketing initiative directly tied back to business outcomes \u2013 from a quantifiable reduction in customer turnover costs (<a href=\"https:\/\/letterdrop.com\/case-studies\/workstep#:~:text=For%20the%20first%20time%20since,dollars%20were%20from%20organic%20social\">TEI study<\/a>) to a record surge in organic-sourced sales opportunities. In sum, WorkStep\u2019s case demonstrates how startup marketing should operate as a revenue engine: data-driven, content-rich, and relentlessly aligned to the company\u2019s growth KPIs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Looking to unlock similar results with your own Authority Content Engine\u2122?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/calendly.com\/vondruitt\/30min\">Get Started<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>WorkStep, a rapidly growing SaaS startup in the 3PL sector, achieved significant success by leveraging a comprehensive content-driven marketing strategy. In just over a year, its MQL pipeline soared from ~$300K to $1.45M, while organic channels accounted for 40% of revenues. The integrated approach reinforced WorkStep&#8217;s brand and customer retention, showcasing its value effectively.<\/p>\n","protected":false},"author":254292558,"featured_media":6154,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false},"categories":[679],"tags":[796,583,723,798,810,817,699,819,816,805,807,801,812,802,797,815,809,811,795,806,800,803,799,813,818,794,804,793,814,808],"class_list":["post-6166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-3pl-employee-engagement","tag-authority-content-engine","tag-b2b-saas-marketing-case-study","tag-content-driven-pipeline-growth","tag-customer-advocacy-case-study","tag-customer-onboarding-optimization","tag-dipity-digital-marketing","tag-employee-engagement-conferences","tag-employee-engagement-software-case-study","tag-employee-engagement-webinars","tag-employee-feedback-platform","tag-employee-retention-strategy","tag-employee-turnover-cost-savings","tag-employee-turnover-reduction","tag-forrester-tei-workstep","tag-frontline-hr-technology","tag-frontline-worker-productivity","tag-frontline-worker-retention","tag-frontline-workforce-saas","tag-hr-technology-engagement","tag-logistics-hr-technology","tag-mql-pipeline-expansion","tag-onboarding-optimization-saas","tag-pipeline-acceleration-b2b","tag-saas-onboarding-case-study","tag-supply-chain-workforce-engagement","tag-workforce-engagement-saas","tag-workstep-case-study","tag-workstep-marketing-strategy","tag-workstep-pipeline-growth"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=1280%2C720&ssl=1","featured_image_urls":{"full":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=1280%2C720&ssl=1",1280,720,false],"thumbnail":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=300%2C169&ssl=1",300,169,true],"medium_large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=768%2C432&ssl=1",768,432,true],"large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=800%2C450&ssl=1",800,450,true],"1536x1536":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=1280%2C720&ssl=1",1280,720,true],"2048x2048":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?fit=1280%2C720&ssl=1",1280,720,true],"newspack-article-block-landscape-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=1200%2C720&ssl=1",1200,720,true],"newspack-article-block-portrait-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=900%2C720&ssl=1",900,720,true],"newspack-article-block-square-large":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=1200%2C720&ssl=1",1200,720,true],"newspack-article-block-landscape-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=800%2C600&ssl=1",800,600,true],"newspack-article-block-portrait-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=600%2C720&ssl=1",600,720,true],"newspack-article-block-square-medium":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=800%2C720&ssl=1",800,720,true],"newspack-article-block-landscape-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=600%2C450&ssl=1",600,450,true],"newspack-article-block-portrait-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=450%2C600&ssl=1",450,600,true],"newspack-article-block-square-intermediate":["https:\/\/i0.wp.com\/dipity.digital\/wp-content\/uploads\/2025\/09\/workstep-case-study.png?resize=600%2C600&ssl=1",600,600,true],"newspack-ar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