Selected client work

Strategy that improves performance and holds up at scale.

Three examples of how I have helped B2B SaaS teams improve efficiency, scale full-funnel programs, and turn more demand into qualified sales conversations.

Case Study 01

Demand-generation optimization

From fragmented campaigns to clearer paths to sales conversations.

Enterprise data management software company

Anonymized for confidentiality

Challenge

The company needed to improve its LinkedIn performance and turn paid engagement into more qualified demand. Its program was fragmented across campaigns and offers, while meeting-focused activity was producing results inefficiently.

Approach

I restructured the campaign mix, refined audiences and offers, and created distinct paths for educational content, third-party validation, and meeting generation. Decisions were informed by campaign performance and downstream outcomes, not surface-level engagement alone.

LinkedIn leads generated in one month

Document Ad leads generated in one month

$349

Document Ad CPL

$1,907 → $416

Meeting-focused CPL

The restructured program balanced efficient demand creation with clearer opportunities for high-intent prospects to begin sales conversations.

Case Study 02

Enterprise program leadership

Building a more connected enterprise demand program.

Enterprise productivity software company

Anonymized for confidentiality

Challenge

A fast-growing B2B technology company was operating a large enterprise demand-generation program across multiple products, audiences, campaign objectives, and stages of the buyer journey. The program needed clearer structure, stronger cross-functional coordination, and better visibility into how paid engagement contributed to leads, meetings, and pipeline.

Approach

I helped lead and coordinate a full-funnel LinkedIn program spanning awareness, lead generation, retargeting, and meeting-focused campaigns. The work included audience and campaign architecture, offer and messaging strategy, creative coordination, budget pacing, optimization, and performance reporting.

I connected campaign performance with downstream lead, meeting, and pipeline indicators, giving marketing and sales stakeholders a clearer view of what was working and where investment should be prioritized.

95 → 195

Monthly LinkedIn leads across the reporting period

$1,088 → $349

Reported lead-generation CPL across the reporting period

$740K+

Reported pipeline in one reporting period

$200K+

Monthly paid-program scale

The work created a more structured enterprise buyer journey while giving marketing and sales stakeholders clearer visibility into performance across campaigns, leads, meetings, and reported pipeline.

Results reflect multiple monthly reporting periods. Metrics are shown with their applicable context and should not be interpreted as originating from a single month.

Case Study 03

Conversion strategy

Finding the right campaign mix nearly doubled the lead-to-meeting rate.

Construction finance technology company

Anonymized for confidentiality

Challenge

The company needed to generate more qualified sales conversations, not simply more leads. It needed to understand which audiences, messages, formats, offers, and conversion paths were producing meaningful engagement and moving construction finance buyers toward meetings.

Approach

I developed a structured testing strategy focused on CFOs, controllers, and other finance leaders at construction companies. The program tested messaging around WIP visibility, margin protection, hiring, and finance efficiency.

I evaluated performance across Conversation Ads, thought leadership, video, carousel, and lead generation campaigns. Based on the results, I prioritized the campaigns producing stronger engagement and lead quality while identifying underperforming creative and messaging that needed to be refreshed or paused.

The strategy connected campaign engagement with downstream leads and meetings so that decisions were based on progression toward sales conversations, not lead volume or CPL alone.

58%

Increase in total leads

6×

Qualified lead volume

2×

Meetings scheduled

35% → 67%

Lead-to-meeting rate

During the following reporting period, total leads increased from 33 to 52, representing 19 additional leads and a 58% increase. CTR also increased by 91%, and CPC decreased by 45%. The results provided a clearer view of which audiences, messages, offers, campaign formats, and conversion paths were most likely to generate qualified demand.

Results reflect two consecutive month-over-month reporting comparisons. Meeting and engagement metrics reflect the first comparison. Total lead and qualified lead metrics reflect the following comparison.

Your marketing is already in motion. Let’s give it direction.

If your team needs clearer priorities, stronger demand-generation execution, or experienced growth leadership, let’s talk about where you are and what would create the most value.

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