How we built Posh's paid strategy from scratch and drove a 270% lift in demo bookings
About Posh
Posh AI is the agentic workforce for community banks and credit unions. Posh deploys a connected team of AI agents across three missions: empowering employees to work smarter, helping members and customers get better service and capturing every growth opportunity before a competitor does.
Built exclusively for financial institutions, proven at 125+ of them, and governed for compliance from day one. Posh is not another AI platform. It is how community institutions win the next decade.
With a recognized brand in a market that's actively rethinking how AI and humans should work together in customer service, Posh came to Hey Digital ready to put that brand to work in paid for the first time.
The challenge
When Thomas Paris joined Posh as demand gen lead, the company had a strong reputation across US credit unions and banking, but no structured paid ads program.
"We weren’t running ads before Hey Digital,” explained Thomas. “So it was a new channel. Just running a few things here and there, but more as a way to promote content without a formal strategy."
The opportunity was clear. The risk was too. Enterprise sales cycles are long and deal volume is low, which means an ads program built only to chase the small slice of buyers actively in-market will run dry fast, and get cut before it proves its value.
So the challenge was two-fold: drive short-term success by capturing in-market buyers, while lifting Posh's brand presence to build future pipeline opportunities.
Thomas also needed an agency that understood B2B SaaS specifically, could produce creative at the quality he demanded, and could move fast when strategy needed to shift. He'd worked with Hey Digital at a previous company six years earlier. The bar was already set.
Our approach
Posh had never run ads before. So our task was to build a strategy from the ground up that also made use of their existing advantages: strong brand presence, existing high-quality content, and a hungry BDR team in place.
Here’s how we did it.
Capturing in-market demand first
The opening move made sense given what Posh brought to the table. With a recognized brand across US credit unions and banking and no paid program in place, the clearest opportunity was reaching the buyers who already knew Posh with the right message at the right time.
We built search and LinkedIn campaigns targeting in-market buyers, and the first few months delivered. Posh's established brand, finally backed by structured campaigns, brought in inbound demos from the first weeks of launch.
But Thomas had anticipated a ceiling on that early momentum.
"When you sell to enterprises and the sales cycle is really long, you don't have a lot of volume," he says. "If you only focus on the 5% and you completely ignore the 95%, you're going to be in trouble in a few months. And that's kind of what happened."
Shifting budget when demand capture dried up
When inbound slowed in October and November, the answer wasn't to spend more on the same approach. We'd planned for it and shifted accordingly.
Budget moved higher up the funnel toward awareness content to activate that 95% not currently in-market or aware of what Posh is all about. This meant ads could be built around the specific problems Posh's ICP faces as well as some of the contrarian opinions Posh holds.
“Obviously we cover pain points as part of our awareness story we tell to prospects,” Thomas explains. “But what I also love to talk about is our strong opinions that are usually more contrarian or controversial. One example for us is how call center success metrics have always made sense in the context of humans but now need to be seen differently with AI.”
All this meant the goal shifted from capturing intent to building it. By January and February, inbound demo volume was climbing again.
Thomas Paris
Director of Demand Generation at Posh AI
Turning 2,000 prospect calls into new creative
A key initiative Thomas wanted to accomplish was to break the company’s total addressable market (TAM) up into different key segments. So the Posh team went away and analyzed 2,000 prospect calls to identify ICP pain points by persona.
This provided a gold mine of data and insights that could now be applied to Posh’s ad strategy—something we moved fast to act on.
Rather than waiting for an upcoming creative review, we revamped the entire problem-focused ad set based on this new voice-of-customer data. Not a handful of customer conversations: 2,000 calls with actual prospects, surfacing exactly which problems resonated with which buyers.
Thomas Paris
Director of Demand Generation at Posh AI
Ads as fuel for the outbound engine
In enterprise sales, not every engaged prospect books a demo. That doesn't mean the ad did nothing.
Posh runs a sophisticated outbound engine that uses intent signals from LinkedIn ads, website visits, and Google ads to score accounts and contacts. Every morning, BDRs open their outreach tools to a prioritized list of prospects, ranked by engagement and recency, with a first-draft email ready to go.
The paid program is a core input into that system: ads generate signals, signals move contacts up the scoring model, and the outbound team acts on them.
This integration also kept the program defensible through the slower months. On raw inbound numbers alone, the ROI case is harder to make in enterprise. Factor in the outbound value, and the picture changes entirely.
Thought leadership at scale
Some of the best-performing content in Posh's program has nothing to do with the company page. Instead, it comes from leadership profile posts promoted as Thought Leader Ads to the full target account list.
The organic reach is beside the point. What matters is that key buyers at the accounts Posh is actively selling into keep seeing familiar faces sharing ideas that matter to them.
Per Fibbler's data, Thought Leader Ads are one of the top drivers of deal progression in Posh's pipeline.
"I don't really care about the organic result of these posts," Thomas explains. "Because then I can request to use those posts and push them to entire markets. That's social proof at scale."
That said, sometimes these posts can indeed be a source of bottom-funnel conversions. This one, for example, was a particularly strong contributor of direct demos booked:
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Results
Twelve months in, the program is doing more than the demo numbers alone suggest. What started as Posh's first paid program has become the spine of how the company captures and qualifies enterprise demand.
The autumn pivot to problem-aware education paid off: demos grew monthly, peaking 270% above baseline by February 2026.
LinkedIn-influenced deals close at 31% versus 10% for non-influenced, based on 478 deals tracked over 12 months.
Posh's LinkedIn-influenced deals close at a significantly higher average value than non-influenced ones. Larger accounts respond to consistent paid presence.
315 of 478 deals in the last 12 months had been touched by paid before they entered Posh's pipeline.
Posh's paid program now does the work of two channels. It surfaces high-intent enterprise accounts on its own, and the same campaigns feed an outbound system the BDR team works through every morning. A year after launching from zero, the program runs 24/7 in the background.
Thomas Paris
Director of Demand Generation at Posh AI
RESULTS
