I built the B2B demand gen function at Forbes from $0 to eight figures in marketing-influenced revenue. It's tracked through Salesforce contact-role attribution, and I count it conservatively.
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. There was no capture, no nurture, and no routing. Nobody could say whether marketing had ever touched a dollar.
I built paid media, email, landing pages, nurture, and funnel reporting 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.
Attribution runs on Salesforce contact roles, and it's conservative on purpose so it holds up when somebody pushes on it. I wrote the speed-to-lead standards and routing rules with sales in the room. I also built a one-click outreach library for sellers, and they used it because it sat where they already worked.
I built 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 it, and it's where the influenced-revenue number comes from. The bigger strategy push sat on top of that: 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.