My Work

Marketing Technology Projects & Implementations

A showcase of strategic marketing technology implementations, system integrations, and automation projects that drove measurable growth and operational excellence across diverse industries.

Data Confidentiality Notice ▼

Company identities have been anonymized in accordance with professional confidentiality agreements and non-disclosure obligations. All numerical data presented has been adjusted to comply with data privacy requirements while preserving the integrity of analytical insights and methodological accuracy.

The performance metrics shown represent proportionally accurate approximations to actual campaign results, with percentages, conversion rates, and strategic methodologies reflecting genuine project outcomes. All attribution modeling, statistical analysis, and performance insights demonstrate verified marketing technology implementations and measurable business impact.

This approach ensures organizational confidentiality remains protected while providing authentic evidence of expertise in marketing automation, campaign optimization, and revenue operations across diverse industry verticals. For detailed employment verification or complete project documentation, please request my full professional resume.

Company A

Salesforce-Pardot System Implementation and Buyer Journey Automation

Overview

Led the design and execution of a marketing automation platform using Salesforce and Pardot. Developed segmentation logic, automated workflows, and lifecycle-based buyer journeys to align sales and marketing, reduce manual processes, and deliver data-driven campaign performance visibility.

Situation

Company A had no centralized automation or lifecycle mapping. Lead management was manual, segmentation was static, and campaign workflows were disconnected from sales follow-up or reporting.

Key Outcome

Built a unified Salesforce-Pardot automation platform that streamlined lead management and provided closed-loop attribution across the entire buyer journey.

How I Accomplished This
  • Built Pardot Engagement Studio programs tied to Salesforce lead and contact lifecycle stages
  • Developed segmentation logic using behavioral triggers and firmographic criteria
  • Implemented lead scoring, routing, and auto-MQL triggers using Salesforce field logic
  • Created campaign dashboards tracking source performance and lifecycle attribution
  • Authored SOPs and frameworks for campaign creation, reporting, and buyer journey development
Results
Qualified Lead Conversion
Increased qualified lead conversion
Reduced Processing Delays
Via automation
Closed-Loop Attribution
Across lifecycle stages
Scalable Infrastructure
Aligned to commercial targets
Tools Used
Salesforce Pardot GA4 Roadmunk Jira Teamwork Python SQL
Key Deliverables
Engagement Studio Journey Map
Conditional logic branches and workflow automation
Lifecycle Funnel Diagram
Lead, contact, and opportunity stages in Salesforce
Segmentation Matrix
Persona, firmographic criteria, and triggers
Performance Dashboard
Campaign attribution by source and lifecycle stage
SOP Framework
Naming conventions, scoring thresholds, routing logic
Company B

HubSpot-to-Pardot Migration, Google Ads Optimization, and Sales Enablement

Overview

Oversaw migration from HubSpot to Salesforce and Pardot, rearchitected marketing operations, improved campaign performance, and led cross-functional adoption through stakeholder training and sales enablement. Integrated lead source tracking, webinar programming, and paid media to drive ARR growth.

Situation

Marketing systems were disjointed, attribution was inconsistent, and lead handoff processes were undefined. Sales lacked visibility into source, behavior, or lifecycle stage, and campaign performance was siloed.

Key Outcome

Successfully migrated to Salesforce-Pardot while achieving 13x ROAS and generating $17.4M in marketing-originated pipeline.

How I Accomplished This
  • Migrated HubSpot to Pardot with custom field mapping and lifecycle scoring in Salesforce
  • Integrated API-based lead source tracking with UTM parameter persistence
  • Launched multi-channel Google Ads program with new segmentation, targeting, and budget controls
  • Built and automated a webinar program to support mid-funnel education and conversion
  • Delivered sales training sessions, SOPs, and documentation on MQL qualification and routing
Results
$17.4M ARR
Marketing-originated pipeline
13x ROAS
Optimized Google Ads campaigns
10.8 LTV:CAC
Across paid and inbound channels
56% Faster Response
Lead-to-response time reduction
Tools Used
Salesforce Pardot HubSpot Google Ads GTM Zoom Webinars Zapier Python SQL
Key Deliverables
CRM Migration Mapping
HubSpot to Salesforce/Pardot field mapping diagram
Lead Attribution Flow
UTM parameter capture and API integration flowchart
Webinar Conversion Funnel
Promotion to MQL conversion flow
Google Ads Performance
Before/after segmentation and ROAS improvement
Sales Enablement Resources
Lifecycle stage training and internal SOPs
Company B

Strategic Attribution Model for Webinar Campaign Optimization

Executive Summary

Developed comprehensive Markov Chain attribution model to analyze webinar conversion paths and optimize campaign performance. Webinar attendance conversion significantly exceeded targets at 72% (vs 50% benchmark), demonstrating strong engagement from RSVPs. However, demo booking rate underperformed at 28.5% (vs 40% target), representing the most significant conversion drop in the funnel.

Key Success
Webinar attendance conversion significantly exceeded targets at 72% (vs 50% benchmark), demonstrating strong engagement from RSVPs.
Critical Gap
Demo booking rate underperformed at 28.5% (vs 40% target), representing the most significant conversion drop in the funnel.
Strategic Insight
Demo bookings drive 64.1x higher conversion than non-demo paths, accounting for 96.2% of all closed deals in this campaign.

Recommendation

Focus optimization efforts on improving the webinar-to-demo conversion rate through enhanced call-to-actions, follow-up sequences, and incentive strategies during the webinar experience.

Key Outcome

Successfully implemented advanced attribution modeling that pinpointed demo bookings as the primary revenue driver, leading to strategic recommendations for converting 72% of engaged webinar attendees into qualified prospects.

Key Performance Metrics
38%
Registration Conversion
(Target: 30%)
72%
Attendance Conversion
(Target: 50%)
28%
Demo Conversion
(Target: 40%)
64.1%
Demo-to-Customer Rate
(Industry Leading)
Pardot Communication Insights
92%
Automation delivery rate
42%
Email open rate
31%
Click-through rate on reminders
58%
Existing customers: demo conversion
Campaign Funnel Performance
500 Invites Sent Pardot: Email + LinkedIn
190 RSVPs 38% conversion - Pardot Form Submissions
137 Attendees 72% conversion - Zoom Integration
39 Demos Booked 28% conversion - Pardot Scheduler Clicks
26 Customers Won 64.1% conversion - CRM Closed-Won
Statistical Summary
5.2%
Overall Conversion Rate
(26 out of 500)
64.1x
Demo vs No-Demo Lift
Statistical Significance
  • Customers from demo bookings had a 64.1% close rate
  • Customers without demo bookings had a 1.0% close rate
  • Demo bookings drove a 64.1x higher close rate than no-demos
  • 96.2% of all closed deals came from demo bookings (25 of 26)
Markov Chain Analysis Key Insights
  • Markov Chain modeling shows attendees who book a demo after a webinar have a 64.1% probability of closing
  • Removal effect analysis reveals eliminating demo bookings would decrease conversion from 5.2% to 1.0% - a 5.0-point drop
  • The Booked Demo touchpoint is mission-critical as it accounts for 96.2% of closed deals in this campaign
  • Primary conversion path (Webinar → Demo → Closed) has 5.0% probability vs 0.2% for secondary path
Tools & Technologies
Salesforce Pardot Zoom Webinars Google Analytics Python SQL Tableau Excel
Key Deliverables
Markov Chain Attribution Model
Multi-touch attribution analysis with conversion path mapping and removal effect calculations
Statistical Significance Analysis
Comprehensive funnel testing with z-statistics and Cohen's d effect sizes
Customer Journey State Diagram
Visual mapping of primary vs secondary conversion paths with probabilities
Strategic Optimization Framework
Data-driven recommendations for improving demo conversion rates
Company E

Real Estate Lead Generation System and CRM Integration

Overview

Built conversion-optimized lead generation systems and automated CRM workflows for over 80 real estate professionals and brokerages. Designed integrated funnels with advanced segmentation, attribution tracking, and automated follow-up sequences that increased appointment booking rates by 40%+.

Situation

Real estate clients needed scalable lead generation systems with automated nurturing and conversion tracking. Existing processes were manual, attribution was unclear, and lead-to-appointment conversion rates were below industry benchmarks.

Key Outcome

Designed CRM-integrated funnels and segmented landing pages that boosted appointment booking rates by 40%+ while reducing cost per lead across Facebook and Google Ads campaigns.

How I Accomplished This
  • Designed conversion-optimized landing pages with A/B tested messaging and forms
  • Built automated CRM workflows for lead nurturing and appointment scheduling
  • Implemented UTM tracking and GA4 attribution across all traffic sources
  • Created segmented Facebook and Google Ads campaigns based on buyer personas
  • Developed ROAS forecasting models and budget allocation frameworks
  • Trained client teams on campaign performance monitoring and optimization
Results
40%+ Increase
Appointment booking rates
80+ Clients
Real estate professionals served
5.2x Average ROAS
Across paid campaigns
35% Cost Reduction
Cost per qualified lead
Tools Used
Facebook Ads Google Ads Unbounce Leadpages Chime CRM Google Analytics Zapier Callrail
Key Deliverables
Landing Page Templates
Conversion-optimized pages for different property types
CRM Automation Workflows
Lead nurturing and appointment booking sequences
Attribution Tracking System
UTM parameter setup and GA4 conversion tracking
Performance Dashboards
Client-facing ROAS and lead quality reporting
Company C

Retention Automation, SOP Development, and CRM-Shop Management Integration

Overview

Designed and deployed multi-location customer retention campaigns using SMS and email automation. Integrated CRM with operational data from shop management software, standardized execution through SOPs, and coordinated vendor output to ensure campaign consistency and effectiveness.

Key Outcome

Implemented automated retention system across multiple locations that drove $2.4M in YoY growth and increased return customer activity by 23%.

Results
$2.4M Growth
YoY sales growth via retention
23% Increase
Return customer activity
40% Reduction
Vendor management time
Enhanced Visibility
Across all shop locations
Tools Used
TekMetric Mailchimp Steer CRM Twilio Google Ads Facebook Ads Direct Mail Excel

My Work Impact Summary

$19.8M+
Total ARR Generated
13x
Peak ROAS Achieved
4
Major Platform Migrations
56%
Process Efficiency Gained

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