The challenge

A B2B technology business was pursuing growth across markets with different levels of maturity. The task was to create a consistent approach without treating every market, audience or opportunity as the same.

The strategic question

Where should the team focus demand-generation effort, and what needed to change by market to make that focus commercially relevant?

My contribution

I combined campaign, CRM and market signals to identify higher-potential segments. I helped refine ICP considerations, audience priorities and messaging direction, then translated these decisions into more focused campaign activity across markets.

Tools & workflow

Amplemarket · HubSpot · Salesforce · Power BI · Monday · Seismic · Claude · ChatGPT. I used campaign and CRM platforms for activation and analysis, Power BI to make patterns easier to discuss, and Monday and Seismic to coordinate work and sales assets. Claude and ChatGPT supported project organisation and repeatable task automation.

Impact

Increased lead generation by 20% over six months by replacing broad activity with more focused market and segment priorities.

What this demonstrates

Market prioritisation · Campaign planning · CRM-led analysis · Commercial alignment

Objective

Increase the proportion of sales-qualified leads by improving qualification criteria, alignment and conversion paths.

Context

The business generated a healthy volume of leads, but many failed to progress through the funnel. Marketing and sales were using different definitions of a qualified lead, creating friction and reducing efficiency.

Approach

I worked with both teams to review qualification criteria, align definitions across the funnel and identify where quality was being lost. We refined lead qualification, adjusted targeting and improved conversion paths to attract prospects that better matched the ICP.

Measurement

Performance was measured through lead quality, conversion rates and progression through the pipeline rather than lead volume alone.

Reflection

This experience taught me that generating more leads is not always the answer. The real challenge is generating the right leads. Clear qualification criteria often have a greater impact than simply increasing campaign activity.

Impact

+5% conversion rate and improved lead quality across the funnel.

Tools & workflow

HubSpot · Salesforce · Monday · Seismic. I used CRM and pipeline signals to support the qualification review, coordinated workstreams in Monday and kept supporting sales materials accessible through Seismic.

What this demonstrates

Lead-quality optimisation · Funnel alignment · CRM operations · Sales enablement

Objective

Improve lead generation by focusing resources on the markets and segments with the strongest potential.

Context

Lead volume was below expectations and marketing efforts were spread across multiple audiences. The challenge was understanding where demand existed and where resources would have the greatest impact.

Strategy

I analysed campaign performance, customer data and market behaviour to identify higher-potential segments. From there, I refined ICP definitions, adjusted targeting and aligned priorities across teams to focus on the opportunities most likely to convert.

Measurement

Success was measured through lead volume, engagement and overall campaign contribution to pipeline generation.

Reflection

This project reinforced how important prioritisation is. Growth rarely comes from doing more of everything. It comes from focusing effort where customer fit and business opportunity overlap.

Impact

+20% increase in lead generation over six months.

Tools & workflow

HubSpot · Salesforce · Power BI · Monday · Seismic. I combined campaign and CRM data to guide prioritisation, used Power BI to make performance patterns easier to discuss, and coordinated execution and sales assets across the team.

What this demonstrates

Segmentation · Demand generation · Performance reporting · Cross-functional execution

Objective

Increase partner engagement and support channel growth through positioning, communication and enablement.

Context

Partners play a key role in growth, but they need to understand the value proposition quickly and feel confident communicating it to their own customers.

Approach

I developed enablement materials, took part in recruitment conversations and collaborated on joint go-to-market initiatives. The focus was helping partners adopt the message and feel more confident communicating it.

Reflection

Working with partners reinforced an idea I still apply today: a message is only truly ready when other people can repeat it and communicate it with confidence.

Tools & workflow

Seismic · Amplemarket · Salesforce. I used Seismic to organise enablement materials, Amplemarket to support outreach activity and Salesforce to maintain visibility of partner and commercial context.

What this demonstrates

Partner marketing · Sales enablement · Outreach support · Shared value proposition

Objective

Increase perceived value and attract higher-quality demand by repositioning the brand around a more premium market position.

Context

The brand operated in a competitive environment where competing on price would have been difficult to sustain. The challenge was to create differentiation through positioning rather than discounts.

Strategy

The strategy focused on clarifying the brand proposition, refining the target audience and prioritising the channels most likely to reach and influence that audience. Every communication decision was aligned with the desired market perception.

Execution

I planned and coordinated communication initiatives across digital channels, including paid media, content, email marketing and website optimisation, ensuring consistency between positioning and execution.

Impact

Increased sign-ups by approximately 7% over six months, while maintaining consistently strong participation in events and activities.

Tools & workflow

GA4 · Google Tag Manager · Meta Ads · Semrush. I used these tools to support channel activation, track campaign and website behaviour, and identify search and content opportunities that could strengthen the repositioning.

What this demonstrates

Positioning activation · Paid media · SEO and content insight · Marketing measurement