Background:
This client is a Series C biosafety technology company focused on making indoor environments safer. Their platform combines building intelligence and indoor environmental insights, including indoor air quality monitoring, plus solutions designed to improve building performance and occupant outcomes. They sell into environments where the stakes are high and the buying committee is complex including healthcare facilities, schools and campuses, and corporate and government spaces. In other words, this was not a “run some ads” situation. It was a multi-vertical, multi-stakeholder GTM problem where demand gen needed to be engineered like a system.
The Challenge:
The underlying issues wasn't effort, it was orchestration. They were investing a seven-figure annual marketing budget, but demand generation still produced under $1M in attributable revenue.
Key issues included:
- Multi-vertical complexity: different industries, different proof requirements, different objections.
- Congested buying committees: facilities, operations, finance, and executive stakeholders needed different messaging and content to move forward.
- Channel fragmentation: execution across Google Ads, LinkedIn Ads, programmatic display, content marketing, and more existed, but it was not optimized, integrated, or aligned to buyer stages.
- Limited team bandwidth & specializiation: many team members wore many hats, with limited ability to scale individual activities and optimize as required.
- Lead quality ambiguity: limited visibility & control into who was actually sales-ready vs just curious. Most leads didn't fit the right demographic and intent criteria.
- Attribution and decision confidence: reporting did not clearly answer what to scale, what to cut, and what was driving pipeline.
The Mission:
- Build a full-funnel demand gen strategy that scales across industries, segments, and personas
- Align budget and KPIs to pipeline and revenue outcomes before scaling spend
- Improve lead quality and prioritization through scoring, grading, and tighter lifecycle control
- Execute an integrated multi-channel program with stronger reporting and attribution
- Expand MarTech stack as needed to achieve objectives, strong team alignment, and scalability
What We Did:
We built the demand generation function as an operating system, not a set of campaigns, then executed across channels with a measurement layer that allowed confident iteration and scaling.
1) Demand Gen Operating System Buildout
We established the demand generation operating rhythm required to sustain performance.
Delivered:
- Coordination with internal demand gen team (full-time + contractors + vendors)
- Defined roles, workflows, and production cadence across strategy, creative, ops, reporting, and execution
- Established recurring performance reviews and optimization cycles tied to KPI movement
2) KPI + Budget Architecture
We translated business objectives into a formal annual plan with targets, constraints, and measurement rules before scaling.
Delivered:
- Full KPI framework tied to pipeline, revenue, and efficiency, by funnel stage
- Budget model aligned to goals, with forecasting, guardrails, and scaling rules
- Tracking and measurement standards so reporting could drive decisions, not debates
3) Audience, Personas, and Digital TAM foundation
We built the segmentation and persona foundation needed to scale across verticals and buying committees.
Delivered:
- Persona frameworks by vertical industry and functional role built in coordination with internal Product Marketing team
- ICP buyer journeys mapped to stages with clear triggers, objections, and offers
- Digital TAM analysis to identify priority segments, channels, and targeting paths
4) Full-Funnel Channel Strategy and Orchestration
We created the formal annual demand gen plan with channel plays that translated business objectives into coordinated execution across the full buyer journey.
Delievred:
- Full-funnel demand gen strategy doc with stage-based channel plays by segment and persona
- KPIs per channel aligned to funnel stages so every initiative could be evaluated and improved based on its role in the buyer journey
- Sequencing plan that prioritized highest-impact fixes first, then scaled breadth and spend
5) Lead Scoring + Lead Grading + Lifecycle Control
We improved lead quality visibility and routing by separating intent from fit, then aligning thresholds and handoffs.
Delivered:
- Lead scoring model to quantify engagement and buying intent across marketing channels and campaigns
- Lead grading model to prioritize best-fit demographic/firmographic profiles (high-fit leads required lower scoring thresholds to route to sales)
- Updated qualification criteria, handoff rules, and follow-up standards
- Regular alignment reviews with sales and marketing to keep scoring, grading, and SLAs consistent
6) Full-Funnel Execution and Optimization
We planned, executed, and optimized programs across paid, email, and supporting channels — with most channels serving multiple funnel roles based on intent signals and audience stage.
Paid Search (Google Ads: Search + Display + retargeting)
- Built intent-tiered paid search campaign structure (high-intent capture, problem-aware discovery, and middle stage reinforcemfent)
- Allocated ~15% of spend to problem keyword mining to identify how the ICP searches before they know the category, then used those insights to shape messaging, offers, and later high-intent scaling
- Used Display/PMax and retargeting to reinforce education and move engaged audiences toward conversion with stage-appropriate offers
- Continuously optimized budgets and bidding around KPI movement tied to pipeline outcomes, not vanity conversions
Paid Social (full-funnel sequencing by stage)
- Awareness: in-platform video + single-image creative to build segment-specific retargeting pools and educate on the problem
- Interest: promoted webinars, guides, case studies, and collateral aligned to persona objections and vertical use cases
- Consideration: drove high-intent audiences to direct consultation with proof-led messaging and conversion-optimized landing pages
- Maintained creative testing cadence so learnings compounded quarter over quarter
Email + Marketing Automation
- Built automated nurture tracks by industry and persona to progress intent through the journey
- Delivered monthly newsletters with segment-relevant themes and dynamic personalization logic
- Built promotional and event/webinar email programs tied to quarterly campaign themes
- Used Knak & Marketo to create highly visual, high-consistency email and landing page experiences that improved conversion performance
Landing pages + CRO
- Built and optimized inbound landing pages for lead capture, including forms, workflows, and conversion tracking
- Ran A/B testing across messaging, page structure, and offers to improve conversion rates
Conversational touchpoints (ZoomInfo Chat personalization)
- Implemented personalized site chat experiences by industry to reduce friction for high-intent visitors
- Routed conversations into the correct lifecycle path so follow-up matched segment, persona, and stage
Content Syndication
- Tested multiple content syndication vendors to quickly reach and convert the client's ICP with high-quality, relevant content
- Incorporated content syndication leads into the overall full-funnel flow, utilizing other channels to further qualify them until sales-ready
5) ABM Strategy, Execution, and Sales Alignment
We supported the development and execution of the client's ABM strategy with collaboration with sales teams across multiple business units, marketing operations, and data teams.
Delivered:
- ABM strategy developed with sales across multiple business units to identify growth opportunities and objectives
- Kept target account lists, personas, and account profiles current in collaboration with Marketing Ops
- Implementation of ABM and data tooling like 6sense, Sendoso, ZoomInfo, Terminus, etc. to execute, optimize, and align targeting across marketing and sales
- Regular alignment reviews with sales and marketing on qualification criteria, scoring & grading rules, and handoff requirements
6) MarTech Expansion and Reporting Upgrades
We upgraded the tech stack, measurement protocols, and reporting layers, so performance decisions were clear, repeatable, and scalable.
Delivered:
- Improved pipeline metrics tracking and reporting in collaboration with Marketing Ops and internal data teams using Segment, DOMO, Salesforce, Marketo, Snowflake, and supporting systems
- Ensured consistent UTM parameters and naming conventions across channels, platforms, and campaigns
- Evaluated and integrated tools including Segment, 6sense, Knak, OptinMonster, Vidyard, and more
Strategic Decisions That Shaped the Outcome
These are the architectural calls that made the program repeatable and scalable, not one-off wins.
- KPI + budget architecture first: we translated business goals into KPI targets and scaling rules before expanding execution, so spend decisions stayed tied to pipeline and revenue.
- Integrated campaigns with quarterly themes by ICP segment: every quarter ran as a coordinated system — ads, offers, landing pages, email, and retargeting reinforced one narrative per segment so results compounded instead of resetting monthly.
- Multi-role full-funnel channel model: channels weren’t boxed into one job — we used them across stages based on intent and signals, utilizing retargeting as needed.
- Lead scoring + lead grading to protect sales efficiency: intent and fit were treated separately so high-fit accounts could be prioritized faster and scaling didn’t flood sales with low-quality leads.
- Measurement discipline + optimization cadence: tracking consistency, reporting clarity, and ongoing testing made improvements stack over time and supported confident budget reallocation.
Results:
What this proves: Even a seven-figure budget only generates repeatable, predictable results when strategy, tactics, process, and MarTech operate as one system.
1,933%
$28m
$7.8m
+206%
~4.4x
+22%
Let's Build a Demand Gen System You Can Actually Trust
You've tested tools, tactics, and talent. Now it's time to fix the system. We'll help you map it, build it, and scale it—fast.
