ClickUpProject management softwareSpotsaasLast updated 7x pipeline over ad spend in project management.
Presence on the project management comparison pages where buyers put ClickUp next to the incumbents, and AI-driven content distribution to the teams still researching the category. Every download and every comparison delivered as a named lead with the vendors compared. Seven dollars of pipeline for every dollar spent.
The objective
ClickUp sells into one of the most compared categories in software. Buyers arrive from searches like "best project management tool" or "Asana alternatives" already holding a shortlist. The brief was qualified pipeline at the moment that shortlist was tested, plus a lead program for the researchers one step earlier, against a written spec.
The program, as bought
Presence on the project management comparison and alternatives pages on Spotsaas, where buyers tested ClickUp against Asana, monday.com and Jira. Every comparison was recorded and delivered by name.
ClickUp's buyer guide placed in front of the individuals actively researching the category, framed to role and stage by the applied-AI engine. Every download an opted-in person, delivered with the journey that followed, including the comparison when it came.
Leads delivered daily with the consideration set and consent record on each row, and the full lead file reconciled against ClickUp's CRM at the end of the term.
What landed in the CRM
- Named person: role, seniority, company, work email, LinkedIn, phone where held
- Stage: researching or in-market, decided by a recorded action, never a model
- Consideration set: the vendors the person put side by side, where a comparison was recorded
- Engagement log: pages, downloads, opens and returns, each with a timestamp
- Consent record: property, timestamp and opt-in wording, on every row
How it was measured
ClickUp attributed qualified pipeline to NorthRadar leads in its own CRM over the program term and divided it by the program fee. The download-to-comparison journey on each lead let the team attribute pipeline to the content program as well as the comparison pages.
Not published. Spend, lead volume, cost per lead, pipeline value and the term length are not published. ClickUp supplied the multiplier only.
The result
Why it worked
A guide download that later turned into a comparison read was one record. The lead reached sales at the second event, not the first.
The guide reached people researching the category, framed for their role. It never revealed the data behind it, so it read as useful and performed like it.
Volume was agreed up front and every lead checked against title, size and region before it counted. Cost per opportunity, not cost per lead, was the number the team reported on.
What the team did next
The result was reconciled against ClickUp's CRM at the end of the term. Any follow-on program is the client's to disclose.
How B2B demand generation results are measured.
How is pipeline over ad spend measured?
Pipeline over ad spend, or POAS, divides the qualified pipeline the client attributed to NorthRadar leads in their own CRM by the program fee. The client's attribution decides what counts; we do not model it. Figures shown are as supplied by the client and approved for publication.
Why are spend and pipeline amounts not shown?
They are the client's numbers. Each client approved the multiplier and the program description for publication, not the underlying spend or pipeline. We publish what was approved and nothing more.
What did each lead contain?
A named person with role, company and seniority; work email, LinkedIn and phone where held; the stage, researching or in-market; the vendors compared where a comparison was recorded; the engagement log with pages, downloads and dates; and the consent record with property, timestamp and wording.
How long did the program take to deliver results?
Leads are delivered daily from the first weeks a program is live, and pipeline builds as sales works them. The results here are measured over the program term, typically a quarter to six months, and reconciled against the client's CRM at the end of the term.
Can I run the same program in my category?
Yes. Send the category, the ICP as titles, seniority, company size and region, and the goal for the quarter. We come back with a program plan, the properties it runs on and the buying model that fits, reported on pipeline over ad spend so it can be compared with what you buy today.
Built for procurement, not just for marketing.
Consent on every record. Nothing your legal team has to take on faith.
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