Vercel needed to accelerate enterprise pipeline growth beyond organic and PLG motions. Their existing paid campaigns were broad and under-optimized, generating volume but not the enterprise-grade leads their sales team needed.
We designed a multi-channel paid strategy combining LinkedIn Sponsored Content, Google Search, and programmatic display. Each channel was mapped to specific stages of the enterprise buying journey, with custom landing pages and lead magnets tailored to different personas (engineering leaders, DevOps, CTOs).
Enterprise pipeline contribution from paid channels tripled within two quarters. More importantly, the quality of leads improved significantly — the sales team reported that paid-sourced leads converted to opportunities at a rate 2x higher than before.