The client was already spending heavily on both paid media and content syndication, but the two ran as separate programs, on separate account lists, measured by separate teams.
Advertising chased broad reach while syndication chased volume. The result was duplicated spend, a flood of leads sales never called, and no shared view of which accounts were actually in market. Across 14 markets, that inefficiency compounded fast.
We merged advertising and content syndication into one demand engine, built on the same ICP account list feeding both, with syndicated content used to warm accounts before ads pushed them toward a decision.
Programmatic and paid social re-pointed from broad reach to the named-account list, frequency capped, creative sequenced to buying stage, and budget shifted toward the regions showing intent.
Gated research and technical content distributed only to titles and accounts that fit the profile, so every lead scored and routed before it reached a rep, and volume never diluted quality.
Within two quarters, media efficiency (qualified pipeline per dollar) rose by 400%. The same accounts that saw syndicated content converted on ads at more than double the prior rate, lifting leads per account by 2.5×.
Because both channels now shared one list and one measure, the team could cut wasted spend region by region without losing volume. Cost per qualified lead fell 41% across all 14 markets, and sales stopped chasing leads that were never going to close.
We’ll map your ICP, unify the two channels, and give you one honest measure of media efficiency, the same play that drove these results.
Book an appointment →