Strategy & Systems
Building a Multi-Channel Demand Gen Engine
I built a quarterly campaign system, added lead scoring, and connected every channel to pipeline. Revenue grew nearly 4x in three years.
~4x
Revenue Growth
45% → 62%
Win Rate
~2x
Deal Size
8x
Lead Growth
Overview
When I started, the demand gen motion was mainly email with limited visibility into what was driving pipeline. I saw an opportunity to add channels, build scoring, and create a real system. I rebuilt it into a quarterly campaign system across 7 channels with multi-touch attribution tracked through Salesforce and Pardot. Since then, company revenue has grown nearly 4x, win rates improved from 45% to 62%, and average deal size roughly doubled. While sales owns closing metrics, the lead scoring and pre-qualification system helped reps focus on higher-intent prospects.
The Challenge
Campaigns were mainly email-based with limited visibility into what was driving pipeline. The opportunity was to add channels, build attribution, and make budget decisions based on data instead of gut feel.
My Role
Managed a content manager for email copy, blog posts, and campaign assets, a Google Ads contractor for strategy and optimization, and a social media contractor for organic execution. Worked directly with the VP of Sales and SDR team on lead handoff and feedback loops. Created 40+ custom enterprise sales presentations tailored to specific accounts and verticals.
Approach
Set up a quarterly campaign framework with monthly themed campaigns, persona-based email segmentation, A/B testing on subject lines and send times, and a three-phase nurture progression (Awareness, Consideration, Conversion) per theme. Each quarter tied to a business priority.
Built lead scoring in Pardot with a grading matrix (firmographic fit), formula fields on Salesforce Lead and Account objects, dynamic lists for segmentation, and automated routing rules. 50-point threshold triggers Salesforce alerts to sales. Added 45-day score decay so old leads don't clog the queue.
Created a pre-qualified leads process: high-intent content engagement (report downloads, webinar signups) combined with high-intent actions (demo page visits, pricing page views). Documented the criteria so sales knew exactly what they were getting.
Expanded to 7 coordinated channels: email, Google Ads, Meta, LinkedIn, Capterra, content/SEO, and events. Built multi-touch attribution using UTM parameters flowing through Pardot into Salesforce opportunities, so we could track which channels drove pipeline and shift budget accordingly.
Developed a content and SEO pillar strategy around key product themes, plus competitive displacement campaigns targeting accounts using competitor products.
Results
- Company revenue grew nearly 4x over three years
- Win rate improved from 45% to 62%. Lead scoring helped reps focus on higher-fit prospects
- Average deal size roughly doubled as deal qualification improved
- Lead volume grew 8x after implementing automated lead scoring and Salesforce handoff workflows
- Hit 60-70 monthly demo requests consistently across 7 channels
- Every channel now has clear pipeline attribution so budget decisions are data-driven
How This Was Measured
First-touch attribution via Salesforce LeadSource field, multi-touch via Pardot engagement scoring (50-point MQL threshold with 45-day decay). Lead stages tracked: New → MQL → SAL (discovery conducted) → SQL (opportunity created). UTM parameters flow through Pardot into Salesforce opportunities for channel-level pipeline attribution.
Tools & Platforms
Pardot / Salesforce / Google Ads / Meta Ads / LinkedIn Ads / Capterra / Unbounce / Asana
Key Deliverables
- Quarterly campaign framework
- Lead scoring model
- Marketing-to-sales handoff deck
- Channel performance dashboards
- Budget allocation models
- Customer proof library (40+ companies)
- Webinar program
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