Case Study: Workday achieves 107% more MQLs with Metric Theory

Workday grows MQLs 107% with Metric Theory

Metric Theory partnered with Workday to help their product, Workday Adaptive Planning, increase the volume of highly qualified leads. The challenge was to shift their strategy to target a more enterprise-level audience, which required generating leads that met a new, higher standard of quality.

The solution implemented by Metric Theory involved a deep integration of Salesforce CRM data with Google Ads to optimize campaigns based on lead quality signals. Using AI-based bidding strategies and lead stage remarketing, they refined targeting across Search, LinkedIn, and Facebook. This data-driven approach resulted in a 107% increase in marketing-qualified leads (MQLs) and a 49% decrease in cost per MQL for Workday.

Workday