Case Study: Complete Payroll achieves scalable customer advocacy and increased referrals with HubSpot

Complete Payroll Nurturing Customer Advocates in B2B

Complete Payroll, a U.S. mid-market payroll and HCM provider, needed a way to measure customer happiness and turn strong service into verifiable social proof. Payroll is a complex, trust-dependent product, and the company lacked a system to collect testimonials, identify advocates, and scale word-of-mouth despite high retention and positive anecdotal feedback.

They implemented HubSpot’s Marketing, Sales, and Service Hubs—using NPS surveys, advocacy automation, and post-survey workflows—to capture feedback, generate video testimonials and gated content, and route issues for faster resolution. The program amplified customer voices, boosted trust and qualified leads, produced regular referrals (about six deals per month), and created a repeatable process for turning satisfied clients into advocates.

Complete Payroll

CJ Maurer

Marketing Director