PayScale × DemandWorks | Case Study
Content Syndication & Account-Based Marketing

How PayScale Generates Qualified Leads and Consistent ROI with DemandWorks

PayScale relies on DemandWorks to distribute compensation and HR thought leadership directly to the right buyers, generating a steady flow of net-new, high-quality leads that integrate seamlessly into their marketing stack.

Net-New Leads (2016) 60% of All DW Leads
MQLs from DemandWorks 10–15%
Email Channel ROI 122% vs. 18% Display
× DemandWorks Media
60%
Net-New Leads, Highest Among Vendors
10–15%
of PayScale MQLs from DemandWorks
122%
Median Email ROI vs. Other Channels
#1
Sales Opportunities Among CPL Channels
2.5 Yrs
of Consistent Partnership Results
Background & Challenge

Filling the Top of Funnel with the Right Leads

PayScale helps organizations of all sizes make smarter compensation decisions using real-time salary profiles and data-driven insights. The majority of their B2B sales leads come from inbound and content marketing, supported by a library of white papers and original research on compensation, turnover, and HR strategy.


Traditional push tactics like display and paid search were generating volume but not quality. PayScale needed a partner who could place their content directly in front of HR decision-makers at large companies, and pass those leads through their predictive scoring model into an actionable sales pipeline.

DemandWorks Helped PayScale With
Net-New Lead Generation
HR Decision-Maker Targeting
Marketing Stack Integration
Consistent, Predictable Lead Flow

"DemandWorks helps us fill the top of the funnel with high-quality leads. We know that the leads we get from DemandWorks have the right titles, right industry, right company size."

Market Segment Manager at PayScale
The DemandWorks Difference

After 2.5 Years, the Results Are Impressive

Consistent results are hard to come by in marketing and sales. That is exactly what DemandWorks delivers: a predictable number of high-quality, net-new leads along with exceptional customer service and technical support.

60%
Highest Net-New Lead Rate
In 2016, about 60% of the leads DemandWorks generated for PayScale were net new. That was the highest percentage among all of PayScale's marketing stack vendors.
10–15%
Share of PayScale MQLs
Between 10-15% of PayScale's marketing qualified leads come directly from DemandWorks, making it one of the most reliable MQL contributors in the mix.
#1
Top CPL Channel for Sales Opps
DemandWorks generates more sales opportunities than any other cost-per-lead channel in PayScale's stack, making it a cornerstone of the demand generation program.
122%
Email ROI Advantage
Email delivers a 122% median ROI, far outpacing social media at 28%, direct mail at 27%, paid search at 25%, and online display at just 18%.
ABM
Precision HR Audience Targeting
DemandWorks targets HR-related job titles at large companies using subscription preferences, in-market behavior, job function, company size, revenue, industry, and technology stack.
Stack
Full Marketing Stack Integration
DemandWorks integrates with PayScale's analytics and predictive lead scoring tools, ensuring every lead flows seamlessly through the sales funnel from contact to MQL.
The Solution

ABM That Targets the Right Person at the Right Company

DemandWorks delivers PayScale's content through highly targeted B2B email newsletters, placing it directly in the inboxes of the right buyers at the right time. Once a contact engages, they become a prospect and are scored through PayScale's predictive model before being passed to sales.

Granular Targeting Criteria
DemandWorks targets based on subscription preferences, in-market behavior, job role, job function, company size, company revenue, industry, and technology stack. PayScale focused on HR-related titles at large companies.
Content Visibility and Lead Scoring
PayScale can see exactly which content pieces each individual has downloaded. This visibility helps quantify leads and place them in the appropriate stage of the sales funnel before reaching the sales team.
Multiple Touchpoints Per Contact
DemandWorks facilitates multiple touchpoints for each contact, strengthening brand recognition and giving PayScale more opportunities to move prospects through the funnel before a sales conversation.
Key Performance Numbers
60%
Net-New Leads, Best Among All Vendors
10–15%
of Total PayScale MQLs
#1
Sales Opps Among CPL Channels
122%
Median Email ROI
2.5 Yrs
of Consistent Results
A reliable, predictable source of high-quality leads with strong customer service at every stage.

"DemandWorks really stands out for content syndication because they care a lot about the customer. They care about the quality of the service and leads they're providing, about how satisfied I am as a customer."

Market Segment Manager at PayScale
Conclusion

A Reliable Safety Net for Consistent Lead Flow

DemandWorks is a key component of PayScale's content marketing efforts, helping them reach targeted prospects in their inboxes and move them through the sales funnel. It generates more sales opportunities than any other CPL channel and consistently delivers the highest rate of net-new contacts in the stack.

See How It Works

DemandWorks specializes in customer acquisition for the complex B2B sale, combining content syndication, account-based marketing, and programmatic display to drive measurable pipeline.

60%
Net-New Lead Rate
10–15%
of PayScale MQLs
#1
CPL Channel for Sales Opps
122%
Email ROI
Ready to Learn More?
See What DemandWorks Can Do
for Your Pipeline

Talk to our team about content syndication, ABM, and programmatic display programs built for the complex B2B sale.