// work
Case studies from the pipeline.
What the problem was, what I owned, how we approached it, and what changed. Most of this work was done with a team — each case says where.
Quality over volume
Fewer MQLs, better pipeline
How a demand team moved from counting leads to producing conversions Sales actually wanted.
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ARR → leads
Planning demand backward from ARR
A reverse-funnel model that turned a new-logo revenue target into campaign goals.
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Original research
An annual research report for engineering leaders
The State of Quality Report — one study turned into a year-round, multi-region campaign.
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Leaders × campaigns
A thought-leadership program for company leaders
Turning leaders' LinkedIn presence into a planned, repeatable content program tied to campaigns.
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Engagement-paced
Nurture paced by engagement
HubSpot nurture driven by PathFactory engagement data, plus a proposal for domain-level lead scoring.
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One KPI view
Re-shaping the channel mix
Data-led iteration on acquisition channels, and one KPI view for leadership.
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