Most demand gen vendors will hit your lead count. Few will hit your target account list.
Tipalti had learned this because previous vendors delivered against their own lists, not Tipalti's. Less than 60% of all leads came from named target accounts. The rest was a wasted effort on companies that would never close, and a sales team spending hours qualifying contacts that should never have reached them.
“Before S2W Media, we were drowning in volume, but too many leads were poor fit and low intent. Sales spent hours qualifying, RevOps spent days cleaning data, and pipeline was unpredictable.”
Russell Martin, Director of Integrated Marketing, Tipalti
The list isn't a suggestion
S2W treated Tipalti's target account list as the brief, full stop. Every lead delivered came from a named account. Not 80%. Not best efforts. 100%, quarter after quarter, even when Tipalti changed priorities mid-campaign.
“They've delivered 100% from our target account list, every single time, even when we've pivoted mid-campaign.”
Russell Martin, Director of Integrated Marketing, Tipalti
Volume means nothing without intent
Getting the right companies was only half the job. S2W layered intent data into every campaign, so outreach only went to contacts who fit the ICP and were actively researching. No spray and pray, no low-intent noise, no names on a list masquerading as a lead.
“From day one the leads have been exceptionally accurate and high-intent. Every contact fits our ICP and is actively researching.”
Russell Martin, Director of Integrated Marketing, Tipalti
Sales conversations started with context instead of cold qualification. Deals moved faster because the buyer was already engaged before the first call.
Predictable, clean, fast
Behind the campaign sits a dedicated Customer Success Manager, a Campaign Manager running execution, and an Operations team screening every lead against Tipalti's target list and qualification criteria before it ever reaches HubSpot. Onboarding set clear ICP and KPI alignment up front, so there was no scrambling mid-campaign. When priorities shifted between scheduled check-ins, S2W didn't wait for the next call. They picked up the phone.
When Tipalti needed to pivot mid-quarter, S2W adjusted targeting in under 48 hours, without disrupting delivery or quality.
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The bottom line
Tipalti needed leads that mattered, from the right accounts, with real buying intent, delivered predictably. That's what turned an unreliable pipeline into a revenue engine leadership could actually forecast against, and it's why the partnership is now expanding into the US market with the same 100% discipline.
"I'd confidently recommend S2W Media to anyone ready to move from low-intent noise to precision that actually scales."
Russell Martin, Director of Integrated Marketing, Tipalti
Precision that scales, from a partner that shows up like part of your team. If your pipeline needs to be this reliable, talk to S2W.
