The Room Where It Happens

Solana has been a growing software development company, most recently adding workforce analytics to its service line. However, this service was notably different than their other offerings in that it was not a software module, but data collection and assessment to implement organizational change primarily around workforce turnover.

  • Impact 80% 80%
  • Innovation 70% 70%
  • Partnership 90% 90%


Solana had to find a way to shift away from its tech-oriented, features-focused messaging into one of trust, partnership, and problem solving. The workforce analytics service was as much consulting as technology, meaning clients would have to face the realities of their operations if they wanted to make improvement. At the cost of being vulnerable, a client could find enormous cost savings in reducing turnover among many other things.


To bring trust to generating leads, we capitalized on face time with pre-qualified attendees at a dinner event adjacent to an industry conference. The event was designed to downplay a sales pitch and instead provide a platform for this peer network to learn from each other. Yet it had to be an opportunity for Solana to establish rapport with meaningful conversation around finding common ground and solutions to workforce turnover.


The short survey during dinner was immediately turned around as a benchmark report for attendees (and Solana!), 30% of attendees were converted into the sales funnel, and the dinner event was one of the most talked about topics at the conference. It also led to invitations as keynote speaker at two other industry events, each generating even more sales leads.

When presented with a marketing challenge, the Hoyden team responded with a number of great ideas. The peer-to-peer dialogue and the conversational nature of this event helped us create deep engagement all while we were working to create a market for a product that simply didn’t exist in our market. It allowed us to very simply share the story of how data science tools can generate actionable insight to solve our markets greatest challenge. Hoyden was incredibly helpful in assembling a high-value event – plus they coordinated all the details making it easier to do our work.

Doug Nafziger

Chief Executive Officer, Solana