Case Studies
Real projects. Real results. Every case study includes the problem, strategy, execution details, and measurable outcomes—plus what I'd do next time.
1300+ MQLs in 15 Days Using Lead Scoring
Launching a new medical device product into an existing database is a signal problem, not a targeting one. Thousands of contacts existed across specialties and funnel stages, but nothing identified who was genuinely interested in this specific product. Without that signal, broad outreach was the only option — driving unsubscribe risk, inflated CPL, and low-quality leads during the most critical 15 days of a launch.
Building a Full Marketo Instance from Scratch
Abbott's EP division lacked a unified marketing automation platform. Lead routing was manual, campaign tracking was inconsistent, and there was no structured nurture or lead scoring. The website (AEM) and CRM (Salesforce) were not integrated.
Launching a Reddit Ads Pilot to Unlock a New Channel
Rugged Monitoring had exhausted scale on Google and LinkedIn. CPCs were rising, and the team needed a new channel to drive top-of-funnel awareness and qualified leads in a technical, skeptical audience.
Scaling Paid Search from $50K to $2M Monthly Spend
Hearzap's paid search program was constrained by manual campaign management, limited budget efficiency, and lack of structured testing. The team needed to scale spend profitably while maintaining CAC targets under competitive pressure.
Lifecycle Marketing Overhaul: From Batch-and-Blast to Segmented Journeys
Digital Vantage's email program was high-volume, low-engagement. All contacts received the same messages regardless of stage, behavior, or interest. Unsubscribe rates were climbing, and sales complained about poor lead quality.
Meta Ads Scale: Doubling Lead Volume Without Doubling Budget
Hearzap's Meta campaigns (Facebook + Instagram) were stuck at 200 leads/month with CPL climbing above $90. Audience fatigue was setting in, and creative refresh cycles were ad-hoc.
ABM Program Design: From Spreadsheets to Salesforce
Traction Monkey's sales team was chasing unqualified accounts with no structured ICP or account scoring. Marketing and sales had separate target lists, leading to wasted effort and misaligned goals.