Demand generation
sales actually wants.
For B2B SaaS teams, I build the demand engine end to end: strategy, paid channels, HubSpot or Salesforce infrastructure, ABM and nurture. The result is qualified pipeline your sales team trusts, not a pile of MQLs.
The pieces of a demand engine.
Demand gen strategy
ICP, positioning, channel mix and budget tied to pipeline and revenue targets.
- ICP and persona definition
- Channel mix and budget
- MQL, SQL and pipeline targets
HubSpot expertise
Certified HubSpot setup and cleanup: properties, workflows, lead scoring and reporting.
- Lifecycle stages and scoring
- CRM events synced to Google and Meta
- Workflows, dashboards and attribution
Salesforce
Campaign structure, lead routing and the handoff between marketing and sales.
- Lead routing and assignment
- GCLID capture and offline conversions
- Campaign influence tracking
ABM program mapping & execution
Target accounts and buying committees, mapped and worked across channels with your SDRs.
- Target account lists
- Buying-committee mapping
- Coordinated plays
Lead nurture
Email and retargeting sequences that keep leads warm until they're ready to talk.
- Behavior-based workflows
- Content mapped to buying stage
- Re-engagement flows
Sales & RevOps alignment
Shared definitions, SLAs and follow-up cadences so good leads don't go cold.
- MQL and SQL definitions
- SDR follow-up cadences
- Weekly pacing reviews
From 4 contracts to 97
at the industry's biggest tradeshow.
The situation
I was leading growth in-house. The company sold to dealership owners and executive teams but had no demand generation function. Pipeline came from outbound cold calling, demos had a 70% no-show rate, and the company averaged just 3–5 contracts at NADA, the dealership industry's flagship tradeshow.
What I did
- Built the demand function from zero: strategy, ICPs, buyer personas, target account lists and lead scoring.
- Mapped an account-based program to dealership owners and executive buying committees.
- Launched an integrated NADA campaign across Google Ads, Meta, LinkedIn and email, with a full awareness-to-demo journey.
- Wired HubSpot nurture automation and tightened the SDR follow-up cadence and MQL handoff.
- Stood up Power BI and HubSpot dashboards with weekly pacing reviews alongside RevOps.
Questions I get a lot.
How do you measure demand generation success?
It depends on the funnel stage. Top and mid-funnel: cost per click, traffic quality, engagement and engaged accounts. Bottom-funnel: MQL volume, MQL-to-opportunity conversion, opportunities created, closed-won and CAC. What matters most is pipeline contribution and revenue, not vanity metrics.
Which HubSpot reports do you build?
Custom reports tied to each campaign's KPIs rather than out-of-the-box templates: MQL-to-opportunity conversion by source, campaign attribution by revenue stage, email engagement by cohort and funnel velocity. When attribution spans several tools, I pair HubSpot with Power BI or Looker Studio.
How do you get sales to trust marketing's leads?
Treat sales as a partner, not a handoff. I agree on MQL and SQL definitions with sales, run weekly funnel reviews, give AEs campaign context and enablement kits, and tighten SDR follow-up cadences. When sales has context, campaigns convert better.
HubSpot or Salesforce: which do you work in?
Both. I set up lifecycle stages, scoring, routing and nurture in either, and connect them back to Google and Meta so the ad platforms learn from pipeline, not form fills.
Let's build your demand engine.
Tell me your targets and where the funnel stalls. I'll map the gaps.
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