Turning fragmented marketing into a reliable inbound demand channel
Reworked a fragmented, outbound-led marketing setup into a multi-touch inbound channel, resulting in 40% year-over-year growth in marketing-attributed leads in a long sales-cycle B2B business.
INVOLVEMENT
Full Time
CREDITS
BRAND / COMPANY
B2B Finance
YEAR
2024
PROJECT SUMMARY
The business relied primarily on outbound sales for growth. Marketing activity existed, but it was fragmented, reactive, and not trusted as a source of demand. Over roughly two years, I reworked how marketing operated so it could contribute to inbound demand in a measurable and repeatable way. This resulted in 40% year-over-year growth in marketing-attributed leads and a steady improvement in lead quality.
When I joined, the scope of the marketing role was not clearly defined. I took initiative to assess how marketing was operating and where it was breaking down, then redesigned the function around measurable demand. This included fixing lead tracking and attribution, introducing a usable funnel and ICP, and setting direction for content and inbound activity. I led the shift away from reactive execution and worked closely with sales to establish shared expectations around lead quality.
CHALLENGE
Inbound demand was minimal and inconsistent, and marketing activity did not build on itself. Content lacked direction, systems were fragmented, and there was no shared view between marketing and sales on what a qualified lead looked like. As a result, sales did not rely on marketing as a meaningful input into pipeline.
APPROACH
I did not treat this as a traffic problem. I focused first on structure and consistency. I stabilised lead tracking so marketing-attributed leads could be measured reliably. I introduced a clear funnel and ICP as operating tools rather than theoretical frameworks. Content moved away from day-to-day requests towards a small number of clear themes tied to buyer intent. SEO was treated as part of inbound demand rather than a separate activity.
Rather than relying on a single channel, I focused on repeated exposure across multiple touchpoints. Outbound activity was supported by content, inbound leads arrived with more context, and trust built gradually over time.