<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/tr?id=808984019221058&amp;ev=PixelInitialized"> Case Study: How LeadG2 Helped Questco Grow Organic Traffic and Leads | LeadG2

How LeadG2 Helped Questco Increase Organic Growth, Strengthen Thought Leadership, and Build a Scalable Marketing Engine

With LeadG2 as a strategic partner, Questco expanded its digital footprint, improved organic visibility, accelerated content production, and equipped its sales team with resources that increased engagement, credibility, and lead generation effectiveness.
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OVERVIEW

Industry: PEO (Professional Employer Organization)
Company Size: Nationally Recognized PEO | 30+ Years Experience
Services: HubSpot Implementation, Thought Leadership, Content Strategy, Sales Enablement, Inbound Marketing, Campaign Development

About Questco

Questco is a nationally recognized Certified Professional Employer Organization (CPEO) with over 30 years of award-winning experience helping businesses streamline HR, payroll, benefits, and risk management. With a mission to provide exceptional support and expertise to small and mid-sized businesses, Questco has earned a reputation for service excellence and long-term client partnership.

Industry Context

The PEO industry is highly competitive, with buying decisions driven by expertise, trust, and the ability to demonstrate measurable value. Prospects increasingly rely on digital research, educational content, and third-party validation to evaluate PEO providers.
To stand out, PEOs must deliver consistent thought leadership, maintain a strong digital presence, and support sales teams with content and tools that accelerate trust and shorten the sales cycle.

Questco recognized that to compete at the highest level, they needed a modern inbound strategy, a best-in-class content engine, and a partner with deep PEO and HubSpot expertise.

"At the point in which we started to work with LeadG2, we were at a really exciting time for the business. We were looking to broaden our reach to new clients, new markets, new geographies. We had a lot of opportunity but not all of the marketing assets that we needed to be maximally successful in our outreach and in our marketing and LeadG2 was able to help with that."

— JASON RANDALL, CEO

THE CHALLENGE

Questco approached LeadG2 seeking a partner who could expand their marketing capabilities, increase inbound lead generation, and elevate their position as a thought leader in the PEO space.

Key challenges included:

  • Limited thought leadership presence and a need to establish stronger industry authority.

  • Insufficient inbound lead generation, especially through their website.

  • No centralized resource center to support both buyers and their internal sales team.

  • A need for marketing automation and HubSpot optimization to execute campaigns more effectively.

  • Lack of a marketing partner with the expertise and capacity to scale content and campaigns.

Questco’s internal team was strong—but stretched. To capitalize on growth opportunities, they needed a strategic extension of their team with the skill set and bandwidth to execute at a higher level.

THE PROBLEM

Before partnering with LeadG2, Questco faced several fundamental obstacles that held back marketing and revenue growth:

Underdeveloped Digital Footprint

Questco lacked consistent, high-value content that would position them as an authority in the PEO space or help prospects make informed decisions.

Website Not Driving Enough Leads

Their website needed more optimized content, conversion paths, and integration with HubSpot to generate a steady flow of new leads.

No Centralized Resource Hub

Salespeople needed tools to educate and nurture prospects, but content was limited and difficult to leverage during the sales process.

Limited Capacity for Content Production

Questco wanted a scalable, strategic content engine—but could not produce high-quality assets at the volume required.

Need for a True Marketing Partner

Questco needed not just execution, but a strategic partner who could audit, plan, create, optimize, and consult.

These issues hindered Questco’s ability to support its sales team, nurture prospects, and grow inbound demand.

"LeadG2 has gone above and beyond in educating us on all the offerings HubSpot has. Their design team is fantastic with quick turnaround and the their content manager has been great at capturing our vision and making the content current and relevant."

— Melanie campero, Senior Growth Specialist 

THE SOLUTION

LeadG2 partnered with Questco as both a strategic advisor and full-service inbound marketing engine, delivering a multi-layered solution:

Comprehensive Audits & Strategic Roadmap

  • Conducted marketplace, content, and positioning audits.

  • Developed a strategy focused on thought leadership, SEO, and inbound demand generation.

Inbound Marketing & Campaign Execution

  • Planned and executed webinars, book promotions, and targeted prospecting campaigns.

  • Built multi-touch inbound workflows to engage and nurture leads.

Thought Leadership & Content Production

  • Published 151+ blog posts addressing key PEO pain points and search opportunities.

  • Created 17+ eBooks and one-sheets, establishing a robust content library.

  • Produced three client video case studies aligned with the sales process.

Resource Center & Sales Enablement

  • Built a dedicated Resource Center to streamline access to educational content.

  • Equipped sales reps with tools and assets to shorten sales cycles and improve prospect engagement.

HubSpot Implementation & Optimization

  • Fully integrated the website with HubSpot.

  • Improved lead capture, automation, reporting, and campaign execution.

LeadG2 became the extension of Questco’s marketing team—driving strategy, execution, optimization, and measurable results.
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"I love working with LeadG2 because of their true spirit of collaboration and the way they immerse themselves in understanding our goals and challenges. They bring fresh ideas, strategic insight, and an energy that inspires our team to think bigger. I’ve been consistently impressed by the quality of their work, their responsiveness, and the tangible impact we’ve seen - especially in the areas of marketing, sales enablement, and HubSpot. Our partnership with LeadG2 has not only elevated our execution but has also sharpened our overall growth strategy."

— TRAVIS SWANSON, VP OF GROWTH

THE RESULTS

Questco experienced a dramatic increase in inbound performance after partnering with LeadG2, as shown in the results data.

Revenue Growth Metrics:

 
Sales Qualified Leads in 2025: 486
 
Sold Deals from SQLs: 
  • 2023: 6 deals (56 employees)
  • 2024: 10 deals (250 employees)
  • 2025: 20 deals (420 employees)

Qualitative Wins

  • Stronger brand authority in the PEO space

  • Shorter sales cycles due to improved sales enablement

  • A scalable content engine supporting ongoing lead generation

  • Increased internal efficiency and reduced content bottlenecks

  • A fully built resource library aligned with the buyer journey

Key Growth Metrics (first two years of partnership)

  • +77% growth in organic traffic

  • +65% growth in website traffic

  • +93% growth in blog viewership

  • Ranking for 37 non-branded keywords on page 1 of Google

  • 151 blog posts published

  • 375 marketing & sales qualified leads generated

  • 337 employees sold (11 businesses)

  • 17 eBooks and one-sheets created

  • 6 written case studies + 3 video case studies
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Why This Matters 

Questco’s transformation demonstrates the power of a strategic inbound engine for PEOs: the ability to create thought leadership at scale, consistently generate qualified leads, support sales reps with valuable content, improve SEO authority, and accelerate sales cycles.

This case study is a blueprint for any PEO looking to strengthen demand generation and build a measurable, modern marketing foundation.

LeadG2 became a true extension of Questco’s marketing team—building a scalable content engine, elevating thought leadership, and driving significant growth in traffic, visibility, and qualified leads that continue to fuel their long-term success.

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