Paybooks from Intuit is a SaaS based end-to-end payroll management solution.
The Client
Paybooks is a cloud-based payroll and HR software designed for Indian businesses. It automates salary calculations, tax compliance, and employee self-service. Companies use it to streamline payroll, manage leave and attendance, and handle statutory filings like PF and TDS.
Target Audience
Small and Medium-Sized Enterprises (SMEs) – Companies with smaller HR/payroll teams seeking automation to reduce manual work and stay compliant with Indian statutory laws
Startups & High‑growth Firms – Businesses requiring scalable systems that manage payroll, attendance, leave, reimbursements, and tax declarations efficiently as they expand
Manufacturing & Construction – Organizations managing large and diverse workforces—permanent, contract, shifts—with complex compliance requirements
Retail & Hospitality – Employers dealing with variable shifts, high staff turnover, and a need for quick employee self-service for payslips and attendance
Healthcare & Educational Institutions – Medium-sized clinics, hospitals, schools with part-time, full-time, or contract staff needing robust compliance and payroll solutions
IT/Software Firms – Companies that require integrations with attendance/project management tools to sync time allocation and salary processing
Enterprise Payroll Teams – Large organizations across multiple Indian states needing advanced analytics, centralized control, outsourcable payroll, and compliance oversight
Objectives
Use Email Marketing and Content Marketing for Lead Engagement and Lead Nurturing over a six months cycle.
The Work
Lead Nurturing
The client had a list of potential customers with email addresses who they wanted to target. A lead nurturing funnel was built with various milestones with the objective to push the target audience to the narrow end of the Marketing Funnel in 6 months time.
Lead Magnets
Since the target user's' persona is incredibly busy, it was decided not to use conventional marketing messages in the campaign. Instead, a series of lead magnets were created which would help the end user make their work processes easier. A series of quick-guides and checklists were created in printable PDFs format.
Email Marketing
An Email Drip Campaign was conceptualised which would serve the end user over a period of 6 months. A series of 12 emails were created and the delivery was planned around important compliance dates necessary for their jubilee functions. These emails were automated in MailChimp and all relevant metrics were tracked,
Select Lead Magnets
