About This Case Study

We helped Dopay overcome high lead costs and weak nurturing by integrating HubSpot and launching video-driven marketing campaigns. Through targeted content, personalized workflows, and real-time analytics, Dopay cut CPL by 70% in 3 months and significantly improved lead conversion across mid-market businesses.

Sircles crafted a comprehensive strategy that combined video marketing with a powerful inbound marketing methodology, centered around CRM integration and sales funnel optimization. The result is a lead engine that turned awareness into qualified, sales-ready leads for a fintech disrupting traditional payroll.

How Did It All Start?

Dopay, a pioneer in payroll solutions, faced key challenges including high Cost Per Lead, ineffective lead nurturing practices, and difficulty reaching, targeting, and converting mid-market businesses efficiently.

The brand needed a way to build trust with C-level executives, HR professionals, and mid-market decision makers, then guide that trust through a structured funnel that could be measured and optimised.

Unlocking Mid-Market Potential

Unlocking Mid-Market Potential With Video and Automation

Sircles crafted a comprehensive strategy that focused on combining video marketing with a powerful inbound marketing methodology, all centered around CRM integration and sales funnel optimization.

1. Video Marketing and Trust Building

Launched Q&A videos with senior sales and customer success executives across LinkedIn and Facebook to educate and build trust with C-level executives, HR professionals, and mid-market businesses.

2. Lead Nurturing and HubSpot Integration

Once leads engaged with video content, HubSpot’s automation tools guided them through an optimized funnel, keeping the journey seamless from first view to sales conversation.

3. Behavioral Triggers, Multi-Touch Workflows and Lead Scoring

Personalized follow-ups triggered by video views nudged leads toward the next step in the journey. Email and SMS campaigns nurtured prospects across multiple channels using personalized content, while HubSpot’s real-time lead scoring identified the most engaged prospects and sent them to sales for timely outreach.

4. Phased Campaign Approach

Launched video-driven campaigns on LinkedIn and Facebook using targeted content to initiate engagement and guide leads into the HubSpot funnel. From there, video content and social ads were expanded and workflows refined to improve lead nurturing based on performance data.

5. Accelerating With Real-Time Insights

Finalized testimonial campaigns and feature-driven ads, continuously optimizing lead conversion through HubSpot’s real-time analytics.

Converting Leads Into Payroll Champions

The figures below quantify that impact.

70% Reduction in Cost Per Lead in the First 3 Months

• Generated the required number of qualified leads while cutting CPL significantly.

Higher Engagement Through Video-First Content

• Achieved higher engagement by pairing video-first content with personalized multi-channel workflows.

Streamlined Lead Nurturing via HubSpot

• HubSpot integration streamlined the lead nurturing process, resulting in more qualified leads passed to the sales team.
• Delivered as a HubSpot Elite Partner, alongside Google Partner and Facebook Marketing Partner status.

Services Delivered