How ScalixAI Uncovered Oneleet's Hidden LinkedIn Pipeline With Multi-Touch Attribution

About Oneleet

Oneleet was founded in 2022 by Bryan Onel, along with his wife, Ora Onel, and college friend, Erik Vogelzang. The company is a SOC 2 compliance platform built for startups. Instead of relying purely on automated checklists, Oneleet combines automated security testing with human vCISO guidance, making compliance faster and more useful for engineering teams than legacy tools typically allow. Backed by $33M in Series A funding led by Dawn Capital, Oneleet competes directly with established players like Vanta, Drata, and Secureframe.

Background

Before ScalixAI, Oneleet had not run LinkedIn Ads. When ScalixAI launched the program in late October 2025, the buyer made it a hard channel from the start.

Compliance is a major purchase that often takes weeks or months to decide. Buyers may see an ad, interact with it, leave, or do more research. They might come back later through a branded search, direct visit, or sales conversation. Cold B2B audiences also rarely convert after seeing an ad once, so running conversion-focused ads to cold prospects right away would have wasted budget.

So instead of running a single campaign, ScalixAI built a full-funnel program from day one, and instrumented it with its own measurement rather than relying on LinkedIn's native reporting. That second decision turned out to matter more than anyone expected.

Challenges

Challenge #1: The Attribution Blind Spot

LinkedIn's click-and-view attribution captures almost none of a multi-week to multi-month compliance buying cycle, and that is exactly why the channel looked like it was losing money.

• Buyers saw an ad, engaged, disappeared, researched, and converted later through a branded search, a direct visit, or a sales conversation. Judged on LinkedIn's own dashboard, that lag was invisible, and the platform reported only a fraction of its real value, showing a 0.36x return.

Challenge #2: Cold B2B Audiences Do Not Convert on the First Touch

Pushing conversion ads directly at cold prospects burns budget without building the trust a compliance buyer needs before they act.

• The account needed a funnel, not a single campaign.

Solution

ScalixAI had to do two things simultaneously. One was to build a LinkedIn program that could drive results across the funnel. And the other was to ensure those results were being measured correctly. Both were critical. A better funnel didn’t matter if the business continued making decisions on incomplete or inaccurate reporting.

Strategy 1: A True Full-Funnel Architecture

Instead of putting everything into a single conversion campaign, we built the account around three connected stages of the buyer journey.

At the top of the funnel, we focused on reaching cold audiences with brand-building and thought-leadership content across video and static formats. We also ran website-visit campaigns targeting cold ICP lists segmented by role, seniority, and job title. This layer was designed to create scale, with the largest cold audiences generating more than 2.6M impressions each while maintaining efficient CPMs.

In the middle of the funnel, we shifted the focus to building trust. We used social proof and engagement content to stay in front of people who had already interacted with Oneleet but were not ready to start a conversation yet. Retargeting audiences grew to 6,700, 8,400, 9,800, and 13,000+ prospects, giving us enough volume to nurture demand over a longer buying cycle.

At the bottom of the funnel, we focused on converting high-intent prospects. Single-image and thought-leadership retargeting ads encouraged engaged buyers to book a demo, while manual and cost-cap bidding helped maintain efficiency when conversion costs mattered most.

Strategy 2: Multi-Touch Attribution as the Source of Truth

The biggest shift was fixing the way success was measured. Rather than relying on LinkedIn's last-click reporting, we implemented Fibbler's multi-touch attribution to track the full customer journey. Each closed-won and active deal was evaluated based on whether ad exposure influenced the opportunity and whether that impact came from paid, organic, or both channels. This allowed us to accurately measure LinkedIn's contribution across a longer compliance sales cycle.

Ongoing Optimization

The account was never left on autopilot. We continuously tested and refined the program, from audience size (comparing 11–50, 51–200, and 201–1,000 employee segments) to landing page variations and campaign objectives like engagement versus website conversions. As we learned what was driving real pipeline, we shifted budget toward the audiences and creative that delivered business impact, not just clicks.

Results

$1.63M in LinkedIn-influenced closed-won revenue. $2.1M more is still open in pipeline. An 88% win rate on decided deals.

Revenue impact. Over the months, LinkedIn influenced $1.63M in closed-won revenue across 150 deals. The large majority of that revenue and those closed deals had direct LinkedIn ad exposure, resulting in an exceptional return on ad spend, compared to the 0.36x return reported by LinkedIn's own dashboard. Fibbler's multi-touch attribution uncovered roughly 7x more revenue than LinkedIn's platform reporting credited.

Efficiency. The program closed deals at a highly efficient acquisition cost relative to deal value, a strong ratio supported by high-margin compliance products. Across 5.5M impressions and approximately 300K clicks, the account maintained strong, efficient ad delivery costs.

Pipeline is still developing. Closed revenue was only part of the picture. At the end of the measurement window, another $2.1M in influenced pipeline across 163 open deals was still in progress, with nearly all of it tied to paid LinkedIn influence. Combined with closed revenue, the program generated roughly $3.7M in total influenced value, an even stronger blended return once open pipeline is included. More deals were expected to convert as compliance buyers continued moving through their longer sales cycle.

Buyer quality. The program was not just creating activity; it was reaching the right buyers. Among influenced opportunities that reached a final decision, Oneleet won 88% of them, closing 150 deals while losing 21. This showed that the funnel was attracting qualified, in-market prospects rather than generating low-intent leads.

A compounding effect over time. Revenue impact increased as the pipeline matured. Influenced closes grew steadily month over month, accelerating through the spring. This delay between initial ad exposure and closed revenue is exactly what platform-level attribution often misses, while multi-touch attribution helps uncover the full impact.

Business Impact

Without multi-touch attribution, the team would have looked at LinkedIn's 0.36x reported return and likely cut the budget. Fibbler revealed the channel was actually generating exceptional return on closed revenue, changing the conversation from "should we stop?" to "how do we scale?"

The funnel strategy drove that impact. Cold campaigns built awareness efficiently, retargeting kept Oneleet top of mind during a long compliance buying cycle, and bottom-of-funnel campaigns captured demand when buyers were ready to take action. Each layer played a role, and accurate measurement allowed the team to see the full business impact.

With $2.1M in influenced pipeline still open and a high return on closed revenue, Oneleet can confidently scale investment into the highest-performing cold audiences and bottom-of-funnel retargeting while continuing to nurture the mid-funnel demand needed for a longer compliance sales cycle.

Want Us to Build Your LinkedIn Ads Program From the Ground Up?