Workiva × DemandWorks | Case Study
Content Syndication & Programmatic Display

How Workiva Drove a 3.5× Return on Investment with DemandWorks

Since 2018, DemandWorks has powered Workiva's full-funnel demand generation, spanning lead generation, ABM, and programmatic display, delivering consistent pipeline growth across global markets.

Partnership Since Q1 2018
Campaigns Run 50+ Demand Gen Programs
Audience Reach 21M+ Business Professionals
× DemandWorks Media
3.5×
Return on Investment
128%
Growth in Total SALs
500%
Surge in Closed-Won
62%
Increase in Open Opps
#2
Lead Source Globally
Background

From Lead Gen to
Full-Funnel Strategy

Workiva offers businesses a cloud-based platform that streamlines work processes associated with data collection, reporting, and compliance. Given Workiva's market positioning and the changing dynamics of the B2B landscape, a shift from mere lead generation to more full-funnel strategies was imperative.


DemandWorks' suite of full-funnel services, spanning content syndication, account-based display, and conversational email, enabled Workiva to bring that shift to fruition across global markets, including new EMEA expansion.

DemandWorks Helped Workiva With
Stalled Opportunities
Lead Nurturing
Post Event Nurturing
MQL Conversions
EMEA Market Expansion

"It's refreshing to have a strategic partner that doesn't force-fit us into a mold but instead listens and helps shape our ideas. It's rare to find a vendor so collaborative and willing to co-create success."

Director of Demand Generation & Advertising, Workiva
The DemandWorks Difference

Results That Speak for Themselves

Since Q1 of 2018, Workiva has leveraged DemandWorks for over 50 Demand Generation campaigns. These results showcase what that partnership delivers.

#2
Pivotal Role in Lead Generation
In 2023, DemandWorks stood as the 2nd highest source for new leads, MQLs, and SALs in advertising globally — right behind Google.
128%
Stellar SAL Growth
A remarkable 128% growth in Total SALs and a 62% increase in open opportunities were observed from 2021 to 2022.
500%
Closed-Won Surge
DemandWorks contributed to a 3.5× return on Workiva's investment and a 500% surge in closed-won opportunities over the partnership.
20%
Global EMEA Expansion
20% of the open opportunities were associated with Workiva's new EMEA initiatives, demonstrating true international reach.
#1
Syndication Leader
DemandWorks influenced the highest amount of pipeline in 2022 among all content syndication vendors in Workiva's ecosystem.
3.5×
Significant ROI
A demonstrated 3.5× return on investment, establishing DemandWorks as a critical revenue driver in Workiva's marketing mix.
DemandPRO Advantage

Programmatic Display Built for B2B

Workiva deepened its collaboration by integrating DemandPRO, DemandWorks' programmatic display solution built for B2B marketers. This tool enhanced brand awareness, demand generation, and lead retargeting from content syndication campaigns.

Improved Conversions
A significant 30% rise in MQL conversions from H1 2022 to H1 2023, directly attributable to DemandPRO's retargeting capabilities.
Enhanced Personalization
Workiva scaled from 40 banner ads to 100+ customized per audience segment, increasing overall campaign CTR by 0.44%.
Above Par Performance
Average campaign CTR of 0.70% — exceeding the global display ad average of 0.08% by 8×, driven by 1:1 targeting and contact-level intent data.
Campaign Performance: Last 12 Months
3.8M
Served Impressions
88%
TAL Match Rate (Target Account List)
26,507
Clicks From Target Accounts
.70%
Avg. Total Campaign CTR
8×
Above Industry Average CTR
Global display avg. is 0.08%. Workiva ran at 0.70% with DemandWorks.

"This year we started making ad creatives that are specific and applicable for each persona we are targeting. This personalization has completely upped our numbers in almost every area."

Demand Generation Specialist, Workiva
Conclusion

An Invaluable Partnership for the Long Game

DemandWorks, through its innovative full-funnel offerings and deep-rooted B2B expertise, has established itself as an invaluable partner to Workiva. The journey, marked by increasing leads, improved conversions, and a robust return on investment, stands testament to what forward-thinking strategy and execution can achieve.

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.

21M+
Business Professionals Reached
50+
Campaigns with Workiva
6 Yrs
Strategic Partnership
3.5×
Proven 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.