Increasing Qualified B2B Leads by 10%

Paid Marketing was generating leads, but there was limited visibility into lead quality and actual sales outcomes. Budget decisions were often based on lead volume rather than revenue potential.

Objectives

Improve alignment between marketing and sales teams.
Measure lead quality more effectively.
Increase the number of qualified leads entering the sales pipeline.

My Role

I worked directly with Business Development and Sales teams to establish better reporting and lead evaluation processes.

Strategy

ROI-Based Lead Measurement

Budget Optimization

Cross-Functional Collaboration

Collaborated with sales teams to define lead quality indicators.
Connected marketing performance with sales outcomes.
Introduced more meaningful reporting metrics.

Shifted spend toward campaigns producing stronger lead quality.
Reduced focus on vanity metrics.
Prioritized channels generating business opportunities.

Established regular communication between marketing and sales.
Improved visibility into conversion performance beyond form submissions.

Results

Increased qualified B2B leads by 10%.
Improved confidence in marketing investment decisions.
Created stronger alignment between sales and marketing objectives.

Key Skills Demonstrated

Revenue Marketing
Lead Qualification
Sales Enablement
ROI Measurement
Cross-Functional Leadership