Client
Service
Tools
Year
Genzeon
Analytics, MarTech Optimization
Hubspot, GA4, Looker Studio, Google Ads
2022-26
Project Overview
When I joined Genzeon, marketing technology was nonexistent. There was no CRM, no automation, no lead tracking, and no visibility into pipeline or campaign performance. I designed and built the company's entire HubSpot ecosystem from scratch, creating a revenue operations infrastructure that connected marketing, sales, and leadership around a single source of truth.
Key scope of work:
1. Architected and deployed HubSpot Marketing Hub, Sales Hub, and CRM from zero.
2. Designed lifecycle stage framework, contact segmentation, and lead scoring model.
3. Built automated nurture sequences, sales sequences, and internal notification workflows.
4. Created executive attribution dashboards in GA4 and Looker Studio to connect campaign spend to pipeline outcomes.
5. Managed ongoing system administration, optimization, and team training across marketing and sales.
Process
The build started with architecture decisions that would determine how the system scaled. I mapped the full customer lifecycle from first touch to closed-won, defined the handoff criteria between marketing and sales, and designed a lead scoring model weighted by firmographic fit and behavioral engagement signals.
From that foundation I built out the technical infrastructure: contact properties, deal pipeline stages, list segmentation logic, form strategy, and tracking across all digital touchpoints. Every landing page, email, and ad was connected to the attribution model so leadership could see which campaigns were driving pipeline, not just clicks.
The email program built on top of this infrastructure became one of the highest-performing channels. I developed segmented nurture sequences for different buyer personas (IT leadership, C-suite, clinical operations) and for different service lines (AI, cloud, managed services, compliance). Personalization at the segment level consistently produced open rates well above industry benchmarks.
I also built the sales enablement layer: deal stage automation, task triggers, sales sequences for SDR outreach, and notification workflows that kept the sales team informed of high-intent marketing activity in real time. Monthly and quarterly executive dashboards in Looker Studio closed the loop between marketing investment and revenue outcomes.
Results
• Full HubSpot ecosystem built from zero, connecting marketing, sales, and RevOps for the first time
• Email campaigns averaging 30–35% open rates against a 15–20% B2B healthcare benchmark
• 20% year-over-year pipeline growth attributed in part to improved lead quality and automation
• 12% reduction in average sales cycle length through better qualification and sales enablement
• Executive attribution dashboards giving leadership real-time pipeline visibility across all campaigns
• System supported a five-person team and scaled across all company service lines and GTM motions