# Alight | NGA HR
> See how HYPE built Alight and NGA HR a repeatable demand generation system that scaled LinkedIn lead generation across 14 countries.

- Canonical page: https://www.agencyhype.com/case-studies/alight-nga-marketing
- Markdown mirror: https://www.agencyhype.com/case-studies/alight-nga-marketing.md
- Categories: Marketing, Automations

## Summary
High-performing demand generation system for the world's leading HR & payroll outsourcing company

The LinkedIn demand generation system that produced 15,000+ marketing qualified leads across 14 countries for the world's leading HR & payroll outsourcing company.

## Overview
### One System. Every Market. Built to Run Without Us.
Instead of managing campaigns market by market, we built a single repeatable engine: LinkedIn lead generation, automated retargeting, nurturing flows, and real-time CRM sync — designed so each new market was a duplication, not a rebuild. Alight's own sales team received leads automatically, with full context, the moment they converted.

- Scalable by design — one funnel, duplicated across 14 markets
- Tested at volume — 2,000+ creatives competing to keep costs falling
- Automated end-to-end — from ad click to the client's own CRM

## Project facts
- Client: Alight | NGA HR
- Services: Demand generation, LinkedIn, CRM sync
- Location: Global / 14 markets

## Results
- 15,000+ — Marketing qualified leads generated across all markets
- –64% — Reduction in cost per lead on LinkedIn
- 14 — Countries served by one system, duplicated market by market
- 817 — Sales qualified leads passed to the pipeline
- €14–25 — avg. cost per qualified lead (less than most advertisers pay for a single click)
- 40%+ — lead form conversion rate across campaigns
- 2,080 — ads tested across 384 campaigns

## Challenge
Starting from scratch with no campaign data. Proving LinkedIn demand generation could work at enterprise scale across 14 markets, languages, and buying cultures — while keeping cost per lead low enough for multi-touch nurturing.

## Approach
We built one repeatable engine — LinkedIn lead gen, retargeting, nurturing, and CRM sync — so each new market was a duplication, not a rebuild, with creative testing at volume to keep costs falling.

## Outcome
A lead generation system that scaled from zero to 15,000+ MQLs across 14 countries, with sharply lower cost per lead and qualified pipeline flowing straight to sales.