Case Study: Paycor achieves nearly 6,000 high-quality leads and lower cost-per-lead with LinkedIn Marketing Solutions

Paycor powers up bottom-line impact with strategic Lead Gen Forms on LinkedIn

Paycor, a Cincinnati-based HR and payroll technology provider with about 1,800 employees, needed a more efficient way to generate demand and convert decision-makers who are active on LinkedIn but may not yet recognize their HR pain points. The marketing team’s challenge was to reach and engage qualified HR and finance leaders at mid-sized companies and move them from awareness to sales-ready leads.

Paycor partnered with Metric Theory and refined LinkedIn campaigns by narrowing targeting to senior HR/finance roles and companies of 50–750 employees, using compliance- and HR-focused content and LinkedIn Lead Gen Forms integrated with Marketo for seamless follow-up. The approach delivered nearly 6,000 leads in a year (75% net new), 85% year-over-year LinkedIn growth, strong close rates and cost-per-lead as low as $47, while enabling rigorous, down-funnel optimization and weekly performance oversight.

Paycor

Lauren Dennison

Senior Digital Marketing Strategist