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Project Overview
Worked with executive leadership to design and implement modern
digital marketing strategies supporting IBM services and custom
software development sales teams.
Challenge
Lead generation efforts lacked consistency and scalability:
- Limited attribution across channels
- Inconsistent lead quality
- Disconnected execution across email, social, and paid media
- Manual campaign coordination
Solution
I operationalized a multi-channel lead acquisition framework:
-
Defined channel strategies across email, social, PPC search, and
PPC social
- Implemented standardized campaign structures and tracking
- Aligned messaging with sales team requirements
- Established reporting for lead quality and performance
- Optimized campaigns based on performance data
Results & Impact
- Increased volume of qualified inbound leads
- Improved visibility into campaign performance
- Better alignment between marketing and sales teams
- More predictable pipeline contribution
Key Learnings
Lead generation is an operational discipline. Consistent structure and
measurement enable optimization at scale.