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Case studymonday.comWork management softwareSpotsaas · SalesOpsClubLast updated

8x pipeline over ad spend in work management.

8xpipeline over ad spend

Presence on the work management comparison pages buyers read while they shortlist, with nurture to the operations and revenue leaders not yet in market. Every lead arrived named, opted in, with the vendors compared. Eight dollars of pipeline for every dollar spent, reconciled in monday.com's CRM.

01

The objective

Work management buyers compare four or five tools in a sitting and pricing pages decide the shortlist. monday.com needed qualified pipeline from mid-market operations and revenue teams at the moment of comparison, and recognition among the teams who would start comparing the following quarter.

02

The program, as bought

01In-market capture

Presence on the work management comparison and alternatives pages on Spotsaas, so monday.com was on the page while buyers weighed the category side by side. Every comparison and pricing view was recorded and delivered by name.

02Nurture the 95%

Programmatic nurture across the SalesOpsClub issues that reach operations and revenue leaders, personalised to role and stage, so monday.com was a familiar name before the shortlist formed.

03Daily delivery, written spec

Leads qualified against the ICP before they counted, delivered daily with the consideration set and consent record attached.

03

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
04

How it was measured

monday.com 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.

What the multiplier isQualified pipeline attributed to NorthRadar leads in monday.com's own CRM, divided by the program fee. Pipeline, not revenue.
Who calculated itmonday.com. Spend and pipeline amounts are theirs and are not disclosed to us for publication.
What is in the denominatorThe program fee paid to NorthRadar only.
Attribution windowThe program term, with no credit taken for pipeline created afterwards.
Not independently auditedNo third party has verified the figure. It is the client's own number, published with their agreement, and should be read as a client report rather than as an audited result.

Not published. Spend, lead volume, cost per lead, pipeline value and the term length are not published. monday.com supplied the multiplier and nothing further.

05

The result

8xPipeline over ad spend
Named person, vendors comparedLead unit
Spotsaas, SalesOpsClubProperties
06

Why it worked

Pricing views were the trigger

In a category decided on the pricing page, a lead flagged in-market by a pricing view reached a rep while the buyer was still deciding.

The consideration set named the rival

Each lead carried the tools the buyer had put next to monday.com, so the rep's first message answered the comparison the buyer was actually making.

One identity across nurture and comparison

Operations 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.

07

What the team did next

The result was reconciled against monday.com's CRM at the end of the term. Any follow-on program is the client's to disclose.

Before you sign

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.

Procurement-ready

Built for procurement, not just for marketing.

Consent on every record. Nothing your legal team has to take on faith.

GDPR readyLawful basis and consent wording on every record
CCPA / CPRAOpt-out honoured across all seven properties
CAN-SPAM & CASLEvery send from an opted-in, owned list
Consent record per leadProperty, timestamp, IP and the exact wording
Delivers into SalesforceHubSpotMarketoEloquaSnowflakeClayn8nCSV & APIIntegrate & Convertr templates