The challenge

A B2B technology business was pursuing growth across markets with different levels of maturity. The task was to create a consistent approach without treating every market, audience or opportunity as the same.

The strategic question

Where should marketing focus its efforts, and what needed to change by market to make campaigns more relevant to each audience?

My contribution

I combined campaign, CRM and market signals to identify higher-potential segments. I refined ICP considerations, audience priorities and messaging direction, then translated these insights into more focused campaigns across markets.

Tools

Amplemarket · HubSpot · Salesforce · Power BI · Monday · Seismic · Claude · ChatGPT

Impact

Increased lead generation by 20% over six months by replacing broad activity with more focused market and segment priorities.

What this demonstrates

Market segmentation · Campaign strategy · CRM analysis · Demand generation

Objective

Improve lead quality and conversion by refining targeting, qualification criteria and customer journeys.

Context

The business generated a healthy volume of leads, but many failed to progress through the funnel. Different qualification criteria were creating gaps between lead generation and conversion.

Approach

I reviewed targeting, qualification criteria and conversion paths to identify where lead quality was being lost. We refined audience criteria and improved the journey from initial interest through qualification.

Measurement

Performance was measured through lead quality, conversion rates and progression through the pipeline rather than lead volume alone.

Reflection

This experience taught me that generating more leads is not always the answer. The real challenge is generating the right leads. Clear qualification criteria often have a greater impact than simply increasing campaign activity.

Impact

+5% conversion rate and improved lead quality across the funnel.

Tools

HubSpot · Salesforce · Monday · Seismic

What this demonstrates

Lead generation · Audience targeting · Funnel optimisation · Marketing analytics

Objective

Improve lead generation by focusing resources on the markets and segments with the strongest potential.

Context

Lead volume was below expectations and marketing efforts were spread across multiple audiences. The challenge was understanding where demand existed and where resources would have the greatest impact.

Strategy

I analysed campaign performance, customer data and market behaviour to identify higher-potential segments. From there, I refined ICP definitions, adjusted targeting and aligned priorities across teams to focus on the opportunities most likely to convert.

Measurement

Success was measured through lead volume, engagement and overall campaign contribution to pipeline generation.

Reflection

This project reinforced how important prioritisation is. Growth rarely comes from doing more of everything. It comes from focusing effort where customer fit and business opportunity overlap.

Impact

+20% increase in lead generation over six months.

Tools & workflow

HubSpot · Salesforce · Power BI · Monday · Seismic. I combined campaign and CRM data to guide prioritisation, used Power BI to make performance patterns easier to discuss, and coordinated execution and sales assets across the team.

What this demonstrates

Segmentation · Demand generation · Performance reporting · Cross-functional execution

Objective

Increase partner engagement and support channel growth through positioning, communication and enablement.

Context

Partners play a key role in growth, but they need to understand the value proposition quickly and feel confident communicating it to their own customers.

Approach

I developed enablement materials, contributed to partner recruitment initiatives and supported joint marketing activities. The focus was helping partners understand the value proposition and communicate it confidently to their customers.

Reflection

Working with partners reinforced an idea I still apply today: a message is only truly ready when other people can repeat it and communicate it with confidence.

Tools

Seismic · Amplemarket · Salesforce

What this demonstrates

Partner marketing · Marketing enablement · Messaging · Co-marketing

Objective

Increase perceived value and attract higher-quality demand by repositioning the brand around a more premium market position.

Context

The brand operated in a competitive environment where competing on price would have been difficult to sustain. The challenge was to create differentiation through positioning rather than discounts.

Strategy

The strategy focused on clarifying the brand proposition, refining the target audience and prioritising the channels most likely to reach and influence that audience. Every communication decision was aligned with the desired market perception.

Execution

I planned and coordinated digital marketing initiatives across paid media, content, email and website optimisation, ensuring consistency between positioning and execution.

Impact

Increased sign-ups by approximately 7% over six months, while maintaining consistently strong participation in events and activities.

Tools

GA4 · Google Tag Manager · Meta Ads · Semrush

What this demonstrates

Brand positioning · Campaign strategy · Paid media · Content · Marketing analytics