- Cost per MQL down 11%, on a channel mix.
- Digital channels outperforming industry benchmarks
The existing reporting setup needed standardization. Getting to reliable figures meant rebuilding the tracking logic. For the business, this translated into:
- 13% MQL to SQL conversion, on a channel mix.
- Digital channels outperforming industry benchmarks
The marketing pipeline process existed on paper but wasn’t consistently tracked. What I did:
- Audited every channel and mapped the full buyer journey
- Rebuilt tracking logic and sales enablement materials
- Ran a sanity check on website SEO and accessibility
- LinkedIn: moved from sporadic posting to a consistent weekly content calendar
- Email: optimized existing flows for better engagement
- SEO + accessibility: technical pass to remove basic blockers
- Online + offline events and webinars
- Tightened sales follow-up after events
- Improved post-event reporting to track from lead to closed-won