DeelGlobal payroll & EOR softwarePeopleOpsClub · SpotsaasLast updated 6x pipeline over ad spend in global payroll and EOR.
Presence on the global payroll and employer-of-record comparison pages where buyers weighed Deel against Remote and Oyster, with nurture to the HR and finance leaders building the case for international hiring. Every lead arrived named, opted in, with the vendors compared. Six dollars of pipeline for every dollar spent, reconciled in Deel's own CRM.
The objective
Global payroll and EOR buyers start comparing when a hire is already approved in another country, so the window is short and the urgency is real. Deel needed qualified pipeline from mid-market HR and finance teams at the moment of comparison, and recognition among the teams planning their first international hire the following quarter.
The program, as bought
Presence on the global payroll and EOR comparison and alternatives pages on PeopleOpsClub and Spotsaas, so Deel was on the page while buyers weighed Remote, Oyster and Papaya Global side by side. Every comparison was recorded and delivered by name.
Programmatic nurture across the PeopleOpsClub issues that reach HR and finance leaders planning international expansion, personalised to role and stage. The same people were tracked into the comparison pages when they crossed into market.
Leads qualified against the ICP before they counted, delivered daily with the consideration set and consent record attached, and out-of-spec leads replaced.
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
Deel attributed qualified pipeline to NorthRadar leads in its own CRM over the program term and divided it by the program fee. Only the multiplier is published; spend and pipeline amounts are the client's.
Not published. Spend, lead volume, cost per lead, pipeline value and the term length are not published. Deel supplied the multiplier and nothing further.
The result
Who they were weighed against
Global payroll and EOR shortlists split by whether the buyer needs full employer-of-record or just payroll processing. Deel competes across both. Each lead carried the vendors that person had actually put side by side, so a rep knew which of these they were up against before the first call.
Why it worked
EOR buyers compare when an offer letter is waiting. A lead flagged in-market by a comparison view reached a rep while the hire was still unsigned.
Each lead carried the tools the buyer had put next to Deel, so the rep's first message answered the comparison the buyer was actually making — Remote or Oyster, not a generic pitch.
HR leaders reached in the newsletters were recognised when they arrived on the comparison page. The lead arrived with the whole journey, not a single click.
What the team did next
The result was reconciled against Deel'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.
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