There is a reason sales reps still exist. There’s also a reason brands continue to rely on founders, executives, employees, and even public figures to carry their message. From celebrities lending credibility to consumer brands, to founders and operators becoming the public face of B2B companies, trust has always been transferred through people. People buy from people they trust. Not workflows. Not sequences. Not platforms. Even as go-to-market becomes more automated, that truth has not changed. If anything, it has become more visible. This tension came up repeatedly in recent conversations, including a GTM Innovators discussion with Joey Lai, where the conversation kept circling back to the same unease: Buyers are seeing more messages than ever, yet trusting fewer of them. The Signal Trust is […]
ZRG Partners
Monthly Research Recap | August 2025
Recent News: 3Sixty Insights Welcomes Nicole Roberts as HR Industry Analyst 3Sixty Insights Welcomes Nicole Roberts as HR Industry Analyst. We’re thrilled to announce that Nicole Roberts has joined the 3Sixty Insights team as an HR Industry Analyst, focusing on Workforce Strategy and Innovation. Nicole brings a practitioner’s perspective to the evolving world of work, helping bridge the gap between technology, strategy, and the people experience. 3Sixty Insights Partners with PayrollOrg to Celebrate National Payroll Week 2025 3Sixty Insights is proud to partner with PayrollOrg for National Payroll Week 2025 (September 1–5), celebrating the critical role payroll professionals play in ensuring employees are paid accurately and on time. Beyond recognition, this partnership focuses on education and empowerment, helping workers better understand their paychecks and financial […]
Anatomy of a Decision: How ZRG Partners Turned to Sprout Social to Power Brand Amplification from Within
Overview As ZRG Partners expanded from a boutique search firm to a global talent advisory powerhouse with 600+ employees, its rapid growth outpaced brand recognition. Private equity backers challenged leadership with a clear question: What are you doing for marketing? The answer was a complete go-to-market transformation—anchored by employee advocacy through Sprout Social. By empowering its people to tell the ZRG story, the firm turned marketing into a true growth catalyst, driving measurable gains in website traffic, employee engagement, and brand awareness. Key Takeaways From Sales-Driven to Brand-Driven: Transitioned from a purely sales-led growth model to a coordinated GTM engine. People, Process, Platform: Hired strategic marketing leaders, implemented new tech (Salesforce Marketing Cloud, BrightEdge, Jasper AI), and embedded advocacy into culture. Sprout Social Advantage: Chosen […]