The problem
Spend across paid search, trade shows, direct mail, samples and print was hard to compare, and organic search had stalled for reasons nobody had tested.
The opportunity
Treat demand generation as a system: allocate by ROI against sales capacity, test before assuming, and tie every channel back to Salesforce outcomes.
My approach
- 01
Budget by ROI
Allocate the budget across paid search, trade shows, direct mail, samples and print using ROI modeling tied to sales capacity and revenue forecasts.
- 02
Test SEO assumptions
Five controlled Search Console experiments disproved an internal cannibalization theory and showed content depth was the real constraint. Priority pages were rebuilt against a 172-keyword analysis.
- 03
Sharper ads
Audited and rewrote responsive search ads across competitor, branded and generic campaigns, built on substantiated product claims.
- 04
Replatform carefully
Directing the WordPress to Webflow move: redirect mapping, SEO title architecture and pre-launch QA.
- 05
Manage the partners
Run a four-discipline agency ecosystem (SEO, SEM, paid social, video), negotiating contracts and replacing underperformers.
Results & current status
- Part of the demand engine behind 90% of company revenue and 133% pipeline growth.