UiPath Fusion 2025. "Perfect Mix" centerpiece. Event logistics by Sarah McGuckin and photography by Michelle Montgomery.
Project Overview
When I joined Genzeon in February 2022, there was no established marketing function. No team, no CRM, no budget framework, no content strategy, no demand generation program. Genzeon was a 12-year-old healthcare IT company with strong technical capabilities and zero marketing infrastructure.
Over four years, I built the function from the ground up, grew it to a five-person team, and drove marketing from a cost center to a measurable revenue contributor — ultimately influencing $10M+ in pipeline in a high-ACV enterprise environment where a single deal averaged $500K.
Key scope of work:
1. Built Genzeon's first centralized marketing function — defining team structure, roles, and scope across demand generation, content, lifecycle marketing, events, design, and ABM.
2. Designed and executed a full brand transformation in September 2025, repositioning Genzeon as a healthcare-specific AI company with a new visual identity, messaging architecture, and rebuilt web presence.
3. Architected and owned the full HubSpot ecosystem: Marketing Hub, Sales Hub, CRM, lifecycle stages, lead scoring, automation workflows, and executive attribution dashboards.
4. Led an integrated demand generation program combining SEO, generative engine optimization (GEO/AEO), paid media, email, event marketing, and ABM — producing 20% year-over-year pipeline growth for two consecutive years.
5. Served as direct strategic partner to the CEO, owning marketing's contribution to company-wide revenue objectives and presenting strategy, performance, and forecasts to executive leadership and the full company.
Process
The first task was establishing what didn't yet exist: a shared understanding of who Genzeon's buyers were, where they spent time, and what they actually needed to hear before they'd take a meeting. I mapped the full customer lifecycle from first digital touch to closed-won, defined the handoff criteria between marketing and sales, and used that architecture to make every subsequent decision — tech stack, content strategy, campaign sequencing, budget allocation.
Building the HubSpot ecosystem in parallel gave the program a measurable spine. Every touchpoint was connected to the attribution model, which meant leadership could see which campaigns were driving pipeline, not just clicks. That visibility was the foundation for budget justification, executive trust, and the iterative optimization that sustained growth across two consecutive years. My first hire was a Hubspot admin (Sharm) to keep this momentum going.
Demand generation at Genzeon ran on multiple concurrent engines. Inbound SEO and GEO/AEO built ambient authority with healthcare IT buyers, with AI-sourced referral traffic growing 300% as large language models began surfacing Genzeon content in response to healthcare automation queries. Paid media, SDR outreach via memoryBlue, and a disciplined lifecycle email program kept the pipeline active between event cycles. Email campaigns averaging up to 30–35% open rates — against a 15–20% B2B healthcare benchmark — reflected the quality of segmentation and content alignment across buyer personas.
The September 2025 brand transformation was the highest-stakes initiative of the engagement. Genzeon was repositioning as a healthcare-specific AI company, which required not just a new name and visual identity for the evolved product portfolio, but a complete rebuild of the website, messaging architecture, and all digital touchpoints. I led the GTM strategy, wrote the core messaging framework, directed external design and development partners, and managed internal alignment across sales, product, and leadership. The result was an immediate 82% lift in sustained web traffic — from roughly 990 visitors per month at baseline to 2,000+ immediately post-launch, settling at approximately 1,800 per month.
Alongside the demand generation and brand work, I led a cross-functional SDR strategy in partnership with memoryBlue, developed go-to-market plans for a new SaaS platform launch and a product acquisition integration, authored the UiPath strategic partnership press release, and led the Stevie Award nomination that earned Genzeon a 2025 Bronze Award for AI in Healthcare Achievement.
"Alex’s leadership style is the kind many people hope for in a manager, he gave me the autonomy to make my own decisions and take ownership of my work, all while always supporting my professional development and growth. Alex built a strong marketing foundation, fostering alignment across teams, increasing pipeline, and stepping in wherever was needed to keep momentum moving and deliver meaningful business impact. His ability to balance strategic vision with hands-on execution is what makes him such an exceptional leader."
Sarah L McGuckin
Sr. Events and Operations Coordinator, Genzeon
Results
• $10M+ in influenced revenue over two years, tracked through multi-touch pipeline attribution across inbound, lifecycle, ABM, and event channels
• 20% year-over-year pipeline growth — sustained across two consecutive years
• 82% sustained lift in website traffic post-rebrand (approximately 990 visitors/month at baseline → 1,800+/month sustained after September 2025 brand transformation)
• 300% growth in AI-sourced referral traffic following GEO/AEO content strategy implementation
• 12% reduction in average sales cycle length through improved lead qualification, nurture sequences, and sales–marketing alignment
• Email campaigns averaging 30–35% open rates against a 15–20% B2B healthcare industry benchmark
• Full HubSpot ecosystem built from zero, connecting marketing, sales, and RevOps around a single pipeline attribution model
• 2025 Bronze Stevie Award — American Business Awards, AI in Healthcare Achievement
• Five-person marketing team built and led across demand generation, lifecycle marketing, events, design, and ABM, with $1M annual budget
• An adorable squirrel mascot, Rodi
Patient Engagement Solutions - Demo (02:17)
REVA - Microsoft Copilot (01:59)
Shown in Microsoft booth at HIMSS 2026