# SpinifexIT
> See how HYPE built SpinifexIT an always-on demand generation system that launched six SAP HR & payroll products across eight global markets.

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

## Summary
Always-on demand gen for an entire SAP HR & payroll product portfolio

The always-on demand generation system that launched an entire SAP HR & payroll product portfolio into eight global markets — and is still running, four years in.

## Overview
### One Engine. An Entire Product Portfolio.
We built the system once: case-study lead magnets, LinkedIn and Google Ads campaigns, embedded lead forms, and automated nurturing that follows up with every lead via LinkedIn and email — down to the connection requests. When SpinifexIT ships a new product, we don't start a new marketing project. We duplicate the engine, swap the asset, and launch.

- Repeatable by design — every product launch reuses the proven funnel
- Full-funnel — from first ad impression to booked demo, automated
- Niche-proof — built to reach SAP payroll professionals other targeting can't find

## Project facts
- Client: SpinifexIT
- Year: 2022–present

## Results
- 700+ — Qualified leads from one of B2B's narrowest audiences
- 6 — Products launched through one system
- 2.4M — Impressions in front of SAP HR & payroll decision-makers
- $25 — Cost per lead in best-performing segments
- 8 — Markets reached by one engine, from North America to APAC
- 12,000+ — Clicks from a hyper-niche enterprise audience

## Challenge
An audience so niche that broad targeting burns budget: SAP payroll professionals inside large enterprises. Products that are deeply technical, where a generic ad says nothing and a technical ad loses the reader. A portfolio of six products, each needing its own campaigns, assets, and follow-up — without six times the marketing operation.

## Approach
"We built one demand generation engine — case-study lead magnets