Client Profile:
UKG is one of the world’s leading HCM cloud solutions companies, offering comprehensive HR, pay, time, and culture solutions to over 80,000 organizations worldwide.
Challenge:
The Demand Generation Program Manager at UKG was tasked with improving lead generation efforts to strengthen the sales pipeline for select sales teams. The company needed highly qualified leads (HQLs) with recent purchase intent to increase Sales Qualified Opportunity (SQO) conversions. UKG had previously relied heavily on paid ad campaigns but sought a more effective strategy to reach prospects ready to engage.
Solution:
From January to December 2023, LeadSpot partnered with UKG to deliver tailored HQLs every week. We began by building detailed ICP (Ideal Customer Profile) audiences, targeting prospects by industry, geography, and specific roles.
To prioritize the most likely prospects, we applied 90 days of historical contact-level purchase intent signals, identifying those most recently active and demonstrating clear buying intent. This enabled us to prioritize prospects who were more likely to convert, ensuring personalized, role-based messaging for optimal engagement.
Each prospect underwent custom qualification from LeadSpot, gathering critical insights into their competitive preferences, buying stage, and timing for making decisions. These insights guided a strategic nurturing and outreach approach, positioning UKG’s offerings at the right time.
Results:
The strategic collaboration yielded impressive results. Across targeted cadences, SQO conversions reached an outstanding 12%, driven by LeadSpot’s data-driven targeting and personalized messaging.
UKG closed $1.8 million in new revenue from leads provided by LeadSpot, with average ACVs (Annual Contract Values) ranging from $60,000 to $90,000. These results were 2-3X better than the performance of their previous paid ad campaigns, which UKG had heavily relied on before pivoting to this content-led strategy.
ROI and Value Delivered:
UKG’s investment in LeadSpot proved highly effective, with an average cost of just $60 per lead. This partnership demonstrated the value of precision targeting and tailored outreach, leading to significantly better lead-to-opportunity conversions and new revenue growth, far exceeding prior lead generation efforts.
Conclusion:
This case study highlights how LeadSpot’s content-led, data-driven approach allowed UKG to identify and prioritize high-value prospects, leading to measurable increases in conversions and revenue. By pivoting from paid ads to a strategy focused on pre-qualified leads who exhibited contact-level purchase intent signals, UKG unlocked substantial growth and a higher ROI, solidifying their sales pipeline with quality opportunities.
