Moments of impact from Xanthe Hsu's career
When I joined the company, there was no paid media program in place. The organization was heavily dependent on field marketing to generate inbound leads and interest—an approach that wasn't sustainable or scalable for long-term growth. My mandate was clear: establish a paid media function that could consistently drive qualified inbound leads to the sales team. I built the entire paid media program from the ground up, launching campaigns across Google Search, YouTube, LinkedIn, and Meta/Instagram. I started strategically with Google paid search, creating both branded and non-branded campaigns. The branded campaigns captured high-intent users ready to convert on high-value pages like contact us and demo requests. The non-branded search campaigns targeted prospects actively seeking solutions, using high-value gated content to convert them into leads. On LinkedIn, I initiated campaigns featuring high-converting gated content to build our retargeting audience pool and nurture prospects through the funnel. The results were transformative. Within the first 10 months, I generated $4M in pipeline—compared to zero pipeline from paid media previously. We also saw a significant increase in marketing qualified leads (MQLs), establishing paid media as a reliable, scalable channel for demand generation. This program fundamentally shifted how the company acquired customers and laid the foundation for predictable, long-term growth.
