HR Compliance Calendar Campaign
Owned soup-to-nuts integrated campaign management for a practical HR compliance resource that generated more than $2.5M in attributed pipeline by positioning genuinely useful content as the campaign anchor.
Attributed pipeline
Challenge
Compliance content can feel generic or purely promotional if it is positioned as a lead magnet rather than a genuine resource. The opportunity was to turn a practical HR planning tool into a demand generation motion that earned engagement by solving a real buyer problem.
Approach
The campaign used the HR Compliance Calendar as an educational asset that delivered immediate value to HR decision-makers, with a clear pipeline reporting structure to measure downstream impact on opportunities and revenue.
Strategy
- Positioned the asset as a practical planning resource rather than a product promotion.
- Built audience targeting around HR professionals and compliance decision-makers.
- Designed a clear CTA flow from asset engagement to Sales follow-up readiness.
- Partnered with Paid Social to amplify reach beyond the existing database.
Execution
- 01Owned integrated campaign management from strategy through launch.
- 02Wrote and produced campaign ads; collaborated with Creative on final design.
- 03Partnered with Paid Social team to run media amplification.
- 04Built reporting to track asset engagement, lead generation, influenced opportunities, and pipeline attribution.
- 05Aligned Sales follow-up motions to campaign-sourced leads.
Metrics reflect available campaign reporting, attributed pipeline, influenced opportunities, revenue influence, and closed-won reporting tied to each program. Attribution models and scope vary by campaign.