Case Study: Paychex achieves 110% conversion lift with iCrossing

Paychex boosts conversions 110% with iCrossing

The B2B enterprise Paychex faced a challenge in reaching small and medium business (SMB) decision-makers through its traditional LinkedIn and search campaigns, risking stagnation in a key growth sector. To overcome this, the vendor iCrossing was enlisted to help capture the SMB market.

iCrossing implemented an audience-first connected TV (CTV) strategy that integrated with LinkedIn and leveraged first-party data from Hearst. This omnichannel approach treated B2B buyers as consumers, using high-impact video to build emotional trust. The solution drove a 110% lift in total lead conversion and achieved a 34% reduction in cost per lead for Paychex.

Paychex