Built the B2B demand generation function from $0 to eight figures in marketing-influenced revenue, tracked through Salesforce contact-role attribution and conservatively counted.
Forbes made its money on audience and advertising. The B2B side needed real pipeline, and when I picked this up there was nothing behind it. No capture, no nurture, no routing. Nobody could say whether marketing had ever touched a dollar.
Paid media, email, landing pages, nurture, and funnel reporting, built as one system from the start. I taught myself HTML and CSS because I got tired of waiting on the design queue, then shipped my own templates, landing pages, and tracking scripts. Nurture runs in Pardot, from onboarding through reengagement.
Contact-role attribution in Salesforce, conservative on purpose, so it holds up when somebody pushes on it. Speed-to-lead standards and routing rules, built with sales in the room. And a one-click outreach library for sellers, which they used because it sat where they already worked.
The Performance Console in Looker, plus the QBR and monthly reporting that tie campaign work to pipeline, accounts, and channel efficiency. Every stage reports into that layer, and it is where the influenced-revenue number comes from. The bigger strategy piece sat on top of it: moving the business from monetizing pageviews to monetizing known people.
salesforce / pardot / blueconic / looker / ga4 / bigquery / linkedin ads / google ads / meta ads / gam
Marketing-influenced revenue went from zero to eight figures. Influenced means a campaign touched a contact with a role on the closed opportunity in Salesforce. It's a conservative count, and it's a different claim than sourced or direct-booked.
Conversion improved about 2.5x over the same stretch, mostly from tightening capture, nurture, and routing.