Gusto
Engineered an Omni-channel B2B Acquisition Engine—Scaling Global Payroll & HR SaaS through Full-Funnel Precision.
Campaign Results
Strategy & Execution
I led the full-funnel GTM strategy for Gusto, moving away from simple "lead-gen" to a sophisticated Demo-First acquisition model.
The Multi-Channel Architecture: TOF (Top of Funnel) dominated Google Search to capture active intent for "Payroll Software" and "HR Solutions".
MOF (Middle of Funnel) scaled LinkedIn for primary B2B decision-maker targeting and Meta for high-frequency direct placements, while BOF deployed Google PMax campaigns to maximize cross-device conversions.
To solve for attribution data-loss, I implemented Hyros tracking, allowing us to accurately attribute every subscription and demo booking back to the exact ad placement—optimizing spend based on actual revenue, not just clicks.
The result was a 100% data-driven scale-up: 5,953 high-value demo calls booked in a single quarter, resulting in a predictable and scalable pipeline for the Gusto sales team.
Campaign Proof
Generated 45,101 High-Intent Leads and 1,388 Verified Sales by synchronizing LinkedIn, Meta, and Google Ads through a Hyros-integrated tracking ecosystem.