The Challenge
UKG already had a world-class brand and a strong marketing engine, but the B2B content syndication space was crowded, and the leads many vendors were providing weren’t moving the needle.
They needed a smarter way to reach HCM decision-makers who weren’t already saturated with outreach from competitors. Generic lead lists and mass-market syndication platforms were no longer effective.
The LeadSpot Solution
Instead of blasting UKG’s content across broad, overused databases, LeadSpot strategically distributed content across ideal audiences from their 150+ niche, industry-specific, opt-in content syndication networks.
We focused on exclusive, ICP-aligned content hubs including portals specifically serving:
- Retail operations leaders
- Workforce and compliance professionals
- HR tech researchers in healthcare, logistics, and manufacturing
These were net-new buyers, opted in to receive content like UKG’s, but were completely off the radar of competitors using traditional ad channels or third-party email blasts.
Human-Verified Downloads, Not Filler Leads
LeadSpot’s process included:
- Custom qualifying questions to ensure ICP alignment
- Real-time human verification to eliminate bots, fake profiles, and non-serious browsers
- Zero-party data collection, allowing UKG to personalize nurture journeys based on each lead’s stated needs
No filler. No “maybe” leads. Just real decision-makers actively researching HCM solutions.
📊 Results That Mattered
- $22 per-lead ROI over a 12-month campaign
- 5%-12% lead-to-qualified opportunity conversion rates (far above industry average)
- Clean, compliant, fully verified leads with real download intent
- Expanded partnership across more UKG divisions
Why This Worked
While most vendors rely on the same tired databases, LeadSpot activates access to niche, opt-in research hubs that UKG’s competitors simply can’t touch.
Because these buyers specifically opted in to engage content like UKG’s, they were more informed, more interested…and more likely to convert down the line.
Want your content placed where your buyers actually go to learn?
Let’s talk: www.lead-spot.net
