WorkableRecruiting & ATS softwarePeopleOpsClub · SpotsaasLast updated 4x pipeline over ad spend in recruiting software.
A lead generation program across our HR properties: one brief, one lead target, qualified against Workable's spec. Presence on the applicant tracking comparison pages captured buyers in market, and nurture kept HR leaders warm until they were. Four dollars of pipeline for every dollar spent, in a category with a short and unpredictable buying window.
The objective
Recruiting software buyers are HR and talent leads at companies that hire in bursts, so the in-market window is short and hard to predict. Workable needed qualified volume against a spec, not impressions, with each lead carrying enough context for a rep to open the conversation inside that window.
The program, as bought
One brief, one lead target. Title, seniority, company size and region agreed in writing, out-of-spec leads replaced, delivery daily into the CRM.
Presence on the applicant tracking and recruiting comparison pages on PeopleOpsClub and Spotsaas, so Workable was on the page while the shortlist was being weighed.
Programmatic nurture to HR and talent leaders not yet hiring, feeding the same program as they crossed over. The crossover event, a comparison or a pricing view, is what moved a person from researching to in-market.
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
Workable 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.
Not published. Spend, lead volume, cost per lead and pipeline value are not published. Workable supplied the multiplier only, and we do not publish derived figures — knowing the ratio and one of the inputs would disclose the other.
The result
Who they were weighed against
Recruiting software buyers on our pages weigh a stable set, and Workable is in it. Every lead delivered 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
In-market was a recorded comparison or pricing view, so leads reached reps inside the hiring burst rather than weeks after a predicted surge.
The program was bought as a number of qualified people. Pacing was reported weekly against that number, and the team planned pipeline from it.
Reps saw the vendors the buyer had compared Workable against and the page it happened on, which shortened the first conversation.
What the team did next
The result was reconciled against Workable'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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