How an HRIS platform generated 890 buyer guide downloads and 200+ demo requests from a single sponsored research campaign.

Lattice is well-known among HR technology buyers for performance management. Their expansion into full HRIS functionality — covering core HR data, benefits administration, and compliance — put them in a new competitive set where name recognition alone was not enough. They needed to be in consideration sets for HRIS evaluations, not just performance management.

The insight driving their campaign was simple: buyers who are actively evaluating HRIS platforms are looking for guidance. They are reading comparison articles, downloading buyer guides, and trying to build evaluation frameworks. If Lattice could insert a high-quality educational resource into that research process — one that helped buyers understand the HRIS category, not just Lattice's features — they would earn consideration from buyers who might not have otherwise thought of them.

We worked with their content team over four weeks to produce a 22-page HRIS Selection Guide. The guide covered the category: what distinguishes full HRIS platforms from standalone HR tools, how to evaluate data architecture and integration depth, what mid-sized companies typically underweight in their evaluations, and a decision framework for the 50-500 employee range. Lattice's perspective and positioning appeared in the guide, clearly labeled as sponsored content.

Our editorial team reviewed the guide before publication for factual accuracy and editorial quality. We required two revisions — one to correct a comparison of competitor features that was not fully accurate, and one to reduce the promotional density in the executive summary section. This review process is standard for all sponsored research we publish.

The guide published on PeopleOpsClub as a dedicated resource page, distributed to our subscriber list of HR leaders, and promoted across the property. Within 60 days, 890 people had downloaded it. Within 90 days, Lattice had attributed more than 200 demo requests to guide readers in their CRM, tracked through their landing page UTM parameters.

The dedicated newsletter send to PeopleOpsClub subscribers achieved a 41% open rate. The cost per demo request, based on total campaign investment, came to $94.