Visier: Demand generation across seven markets

A seven-market remit

Visier is a Canadian cloud platform for workforce analytics and planning. Nexlabs supported the people-analytics business in Singapore, Australia, Malaysia, Indonesia, the Philippines, Hong Kong and Thailand through performance marketing, account-based marketing, demand generation and lead generation.

• Performance marketing
• Account-based marketing
• Demand and lead generation
• SKAG approach
• Keyword-tapering approach

A full-funnel content system

The campaign creative moved from education into guided product exploration and lead capture. It connected the impact of people decisions with practical content about HR metrics, productivity, skills-based hiring, retention and people analytics.

• “Understand how your people decisions impact your business” campaign creative
• The Ultimate Guide to Getting Started with People Analytics
• “Scalable people analytics starts with these 10 HR metrics” guide
• A guide to eight productivity metrics for maximizing team potential
• Skills-based hiring, people analytics and employee-retention guides
• Interactive guided-tour and demo calls to action

Expanding into Australia and New Zealand

A detailed campaign phase focused on entering Australia and New Zealand, where Visier had not previously operated. The objective was to generate high-quality leads, particularly decision-makers, through LinkedIn and Google advertising.

Using data to choose the offer

Nexlabs created audience profiles for the two markets and reviewed the preceding six months of Google Analytics 4 data to identify the strongest gated content. Those findings shaped the LinkedIn creative and the guide-led conversion journey.

Search and social optimization

The team carried out keyword research around the best-performing gated content, added negative keywords, expanded coverage using search-term reports and rigorously A/B tested ad text. The work reduced cost per lead on both paid platforms.