RipplingHR, payroll & IT softwarePeopleOpsClub · SpotsaasLast updated Nine dollars of pipeline for every dollar spent, in six months.
A six-month program across our HR and payroll properties: presence on the pages where buyers weighed Rippling against BambooHR and Gusto, and nurture to the HR leaders who were not yet in market. Every lead arrived named, opted in, with the vendors compared. Pipeline came back at nine times the program fee, reconciled in Rippling's own CRM.
The objective
Fill a qualified pipeline number for the HRIS, payroll and IT sales team from the mid-market HR buyer, with leads that carried enough context for a rep to open the conversation. The brief was judged on cost per opportunity, not cost per lead.
The program, as bought
Presence on the HRIS, payroll and IT management comparison and alternatives pages buyers read while deciding, so Rippling was on the page at the moment BambooHR and Gusto were being weighed. Every reader who compared was recorded and delivered by name.
AI-driven programmatic nurture across the PeopleOpsClub issues that reach HR and people-ops leaders, personalised to role and stage, to build recognition months before the shortlist formed. The same people were tracked into the comparison pages when they crossed into market.
Leads qualified against the ICP above before they counted, delivered daily into the CRM 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
Rippling attributed qualified pipeline to NorthRadar leads in its own CRM over the six-month term and divided it by the program fee. We supplied the lead file and the engagement log; the client's attribution decided what counted. Nothing was modelled by us.
Not published. Spend, lead volume, cost per lead and pipeline value are not published. The multiplier and the term are what Rippling agreed to release.
The result
Who they were weighed against
HRIS shortlists sort by headcount and by how many payrolls run. Rippling competes across the mid-market band where buyers also consider BambooHR, Gusto and HiBob. Each lead carried the set that person actually compared, which told the rep whether they were against Gusto or against Workday — a different conversation.
Why it worked
A lead that says "compared Rippling vs BambooHR on Tuesday" is a different first call from a form fill. Sales knew the competitor and the stage before dialling.
HR leaders reached in the newsletters and the people who later compared were one identity, so the crossover was visible and the lead arrived warm.
Titles, size and region were agreed in writing. Leads that missed the spec were replaced, so the pipeline number was built only on people the sales team wanted.
What the team did next
The result was reconciled against Rippling's CRM at the end of the six-month term. Renewal terms and any additional programs are 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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