Business Problem
Gushwork.ai helps businesses generate qualified inbound leads without building a full marketing team. The product had healthy website traffic, but little of it converted into pipeline from the segment that mattered most: HRTech companies. Most visitors sat in awareness or consideration — interested, not ready to act.
There was no paid engine turning that top-of-funnel interest into conversations with real buyers. The funnel was top-heavy, revenue growth was stalling, and the team needed a predictable way to reach decision-makers inside HRTech firms — not just more traffic, but actual pipeline.
Diagnosis
Traffic wasn't the problem; the absence of a targeting-and-qualification engine was. The visitors Gushwork wanted — Founders, CEOs, MDs, Directors — are precisely reachable on LinkedIn, but only with tight ICP definition and disciplined testing.
Without a structured program, budget leaks across the wrong geographies and audiences, CPLs stay unknowable, and there's no mechanism to tell a winning angle from a losing one. The channel was right for a C-suite B2B buyer; what was missing was a system to validate CPL, then scale only what proved out.
Execution
Three phases: define the audience precisely, launch structured multi-geo campaigns, then iterate hard on CPL — pausing losers within days, doubling down on winners.
Month 1 was a single India-only experiment to validate the hypothesis and calibrate CPL: 25 decision-maker leads at $29 CPL, 30,357 impressions, 1.06% CTR.
Month 2 scaled budget 4x across India, US, UK, Canada and ANZ — seven campaigns at once — adding 35 more leads, all decision-makers, at a blended $88 CPL. Low-ROI geos were cut inside two weeks and budget reallocated to the best performers.
Business Impact
Testimonial
"Abhirup proved to be an exceptional partner for our GTM initiatives. His expertise in executing our paid marketing experiments accelerated our testing cycles significantly. Through his partnership, we were able to generate a substantial sales-qualified pipeline in a short time frame."
Swapnil Sinha, GTM Director, Gushwork.ai
A top-heavy funnel isn't a traffic problem — it's a missing engine. Book a call with GTXO to build your B2B pipeline on LinkedIn.