The goal

The Benepass platform held a goldmine: customer data revealing how companies across industries and sizes structured their benefits programs—design, contribution amounts, funding cadence, utilization rates, employee engagement patterns, and more.

We saw an opportunity to position Benepass as the authority on benefits design by surfacing these insights to HR and benefits leaders struggling to build competitive programs that attract top talent.

The outcome

I transformed that data into our biggest annual content investment: a 100+ page benchmarking report packed with benefits trends and market benchmarks. It became a demand gen powerhouse, directly driving nearly 200 sales meetings in 2024-2025 and contributing significantly to the $3.58 million in qualified pipeline from content downloads. The insights fed our entire content ecosystem—blogs, eBooks, social posts, and sales materials all drew from the report's data.

But I didn't want the report to just sit as a PDF. I created an interactive digital experience showcasing the most compelling insights. I also spotted another audience: brokers who field daily questions about market standards and help clients design competitive programs. Working with our Strategic Alliance team, I built a customizable slide deck brokers could use to guide client conversations and back their recommendations with data.

Browse the three major deliverables below.