01 / context
Katalon sold developer and QA tooling to engineering audiences through a freemium product, self-serve purchase and a sales-assisted path. Like many B2B teams, marketing had been judged largely on MQL volume — a number that is easy to grow and hard to connect to revenue.
02 / my role
I was part of the Demand Gen team that drove the shift. My part was the measurement and lifecycle work underneath it: tracking, attribution, nurture and scoring.
03 / approach
Tag everything from first touch
UTM and CRM tagging so every sign-up and deal could be traced back to a campaign.
Report on pipeline, not activity
Used PathFactory to show where closed deals originated and which spend produced pipeline — sourced vs. influenced.
Pace nurture by engagement
HubSpot cadences set by how engaged a contact was, instead of one schedule for everyone.
Score accounts, not just contacts
Proposed domain-level scoring that rolls up activity across contacts at the same company to surface high-intent accounts for Sales.
04 / outcome
The team moved its goal from lead volume to fewer, higher-intent conversions. Reporting shifted from activity counts to sourced and influenced pipeline, tracked from sign-up through MQL, SQL, pipeline and won revenue — so Marketing and Sales were reading the same funnel.
Happy to walk through the results in more detail in conversation.