HR & Payroll Software · The Highest-Trust Sale in B2B
62 paying customers attributed in 90 days for an HR and payroll platform
Eddy closes 51% of every sales opportunity it opens. The bottleneck was never the close, it was the meeting. One year into the engagement, cold email books the meetings: 149 attributed meetings and 62 attributed paying customers in the last 90 days alone, converting in an average of 16 days.
01 / At a Glance
The last 90 days
Attribution window June 6 to September 4, 2026, from shared attribution tracking.
62Attributed paying customers
149Attributed meetings
219Attributed signups
16 daysAverage time to convert
427Attributed conversions total
512:1Emails per lead, all-time best campaign
879:1Emails per booked meeting, all-time best campaign
02 / Who Is Eddy
An operating system for running a company
Eddy is an all-in-one HR and payroll platform: payroll, benefits, hiring, onboarding, time tracking, scheduling, and compliance in one system. Founded by Travis Hansen after his professional basketball career, and led by president Jared Price, who previously led the engineering behind Ancestry DNA. The team is deliberately small and senior: 14 people competing with BambooHR, Rippling, and Workday while running close to $1 billion in US payroll, fully bootstrapped after buying out their only early investor.
IndustryHR and payroll software (HRIS)
Target ICPUS companies from 20 to 1,000 employees; office managers, HR directors, owners, and the C-suite
EngagementLaunched August 25, 2025; performance-based, attribution synced through PartnerStack
03 / The Challenge
A 51% close rate with nothing to close
Switching payroll means handing over every employee's Social Security number, benefits, and pay history. It is about as high-trust as a B2B sale gets. Eddy's product and support won when they got in the room. Getting in the room was the problem.
- The close was never the issue. Eddy has closed 51% of every sales opportunity ever opened in the history of the business.
- The meeting was. Growth had come almost entirely from referrals and partnerships, running at 2 to 3 booked meetings a day.
- The obvious playbook had already failed. An earlier 10-person SDR team calling companies with public job postings booked up to 20 meetings a day, but sold a hiring tool to people who churned. Eddy shut it down on purpose.
- Seasonality is real. Companies switch payroll at quarter and year boundaries, so August through December is the selling season. The engine had to be live fast.
04 / The Engine
Signed to sending in three weeks
Aug 4, 2025
First call, deal agreed on the spot
Performance structure aligned with Eddy's existing affiliate program: a small base with a 10% revenue share, so both sides win only when real customers close.
Aug 15, 2025
Launch call
ICP locked: US companies of roughly 20 to 1,000 employees, with office managers and HR directors as the instigators and owners as the buyers. Attribution wired through PartnerStack with disposition data flowing both ways.
Aug 25, 2025
First sends, in season
Live at the start of payroll selling season with infrastructure for 100,000 sends in month one and a path built toward 1M+ emails per month.
The copy is where this ICP gets won. HR buyers respond to narrative, not the terse founder-style email that works everywhere else, so campaigns lead with the scale story (you cannot grow the company without scaling the team) rather than "switch your payroll." Clay-driven personalization pairs each prospect with relevant proof, and offer engineering does the rest of the work of earning a meeting with people nobody ever sweetens the deal for.
05 / The Results
An attributed revenue channel, not a lead trickle
One year in, the shared attribution dashboard for the last 90 days shows 427 attributed conversions: 219 signups, 149 meetings, and 62 paying customers, converting in an average of 16 days. Against Eddy's historical 51% close rate, booked meetings are the whole ballgame, and the all-time best campaigns book a lead every 512 emails and a meeting every 879 emails.
62Paying customers, last 90 days
149Meetings, last 90 days
879:1Emails per meeting at best
512:1Emails per lead at best
16 daysAverage conversion time
