UKG

Challenge

UKG already had a world-class brand and a strong marketing engine, but the B2B content syndication space was crowded, and the leads many vendors were providing weren't moving the needle.

They needed a smarter way to reach HCM decision-makers who weren't already saturated with outreach from competitors. Generic lead lists and mass-market syndication platforms were no longer effective.

What LeadSpot did

Instead of blasting UKG's content across broad, overused databases, LeadSpot strategically distributed content across ideal audiences from their 150+ niche, industry-specific, opt-in content syndication networks.

We focused on exclusive, ICP-aligned content hubs, including portals specifically serving:

• Retail operations leaders
• Workforce and compliance professionals
• HR tech researchers in healthcare, logistics, and manufacturing

These were net-new buyers, opted in to receive content like UKG's, but completely off the radar of competitors using traditional ad channels or third-party email blasts.

LeadSpot's process included:

• Custom qualifying questions to ensure ICP alignment
• Real-time human verification to eliminate bots, fake profiles, and non-serious browsers
• Zero-party data collection allowing UKG to personalize nurture journeys based on each lead's stated needs

No filler. No "maybe" leads. Just real decision-makers actively researching HCM solutions.

Results

• $22 per-lead ROI over a 12-month campaign
• 5%–12% lead-to-qualified opportunity conversion rates (far above industry average)
• Clean, compliant, fully verified leads with real download intent
• Expanded partnership across more UKG divisions

Why it worked

While most vendors rely on the same tired databases, LeadSpot activates access to niche, opt-in research hubs that UKG's competitors simply can't touch.

Because these buyers specifically opted in to engage content like UKG's, they were more informed, more interested — and more likely to convert down the line.