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Rebuilding a Demand Engine That Drove 395% ROI

How a full-funnel marketing overhaul turned a stalled pipeline into scalable, measurable growth.

When I joined VIQTORY, marketing campaigns were running — but not performing. Leads were inconsistent, conversion paths were unclear, and the connection between marketing activity and revenue was thin. I rebuilt the demand generation program from the ground up, aligning creative, targeting, and analytics around what mattered most: measurable ROI.

The result was a leaner, smarter, and more connected system that drove record engagement, stronger lead quality, and a 125% increase in new-business revenue.

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Performance at a Glance

Key outcomes from rebuilding the company’s demand generation engine and aligning marketing directly to revenue impact.

Creative Direction
Marketing-Qualified Leads

66% increase in better MQLs year over year, with stronger qualification and lead scoring accuracy.

 

Campaign Planning
Pipeline Conversion

40% of MQLs advanced to SQLs, with 23% ultimately closing — a streamlined, high-quality funnel.

 

Leadership and Collab
Revenue Growth

125% increase in new-business revenue driven by improved targeting and nurture alignment.

 

Balance
Return on Ad Spend

395% ROI from paid media channels through refined creative, smarter bidding, and message optimization.

 

Brand Strategy
Website Traffic

372% increase in total sessions and 25% lift in CTR, paired with a 79% drop in cost per click.

 

Digital Marketing
Social Engagement

1,759% increase in LinkedIn interactions and a 531% rise in site sessions from social traffic.

 

Case Study: Demand Gen Revamp

Overview
Tasked with rebuilding VIQTORY’s demand engine, I led a multi-channel program that tightened targeting, refreshed creative, and tuned the full funnel from first touch to closed-won. The shift increased qualified pipeline and turned paid media into a consistent profit center.

The Challenge
Leads were inconsistent, ad spend was inefficient, and the handoff to sales lacked clarity. We needed measurable growth in MQLs, stronger conversion through the funnel, and clear ROI from paid channels.

Strategy
  • Rebuilt campaign architecture around ICPs and value-aligned messaging.
  • Tuned paid search and social to high-intent terms, killed waste, and refreshed ad creative.
  • Tightened nurture with better scoring, routing, and follow-ups in HubSpot.
  • Created reporting to track MQL → SQL → Closed-Won so we could optimize to revenue, not just clicks.
What We Shipped
  • New paid media structure across Google and LinkedIn with stronger creative and landing pages.
  • Always-on nurture with segmented offers and clearer CTAs.
  • Dashboarding that aligned marketing and sales on the same definitions and goals.
Results
  • +66% MQLs year over year, with 40% converting to SQLs and 23% closing. This fueled a 125% increase in new-business revenue.
  • 395% monthly ROI on digital ad spend.
  • Website sessions up 372% year over year.
  • Paid ads: CTR up ~25% while CPC dropped 79%.
  • Social: LinkedIn interactions up 1,759% and sessions up 531%.

Why it Worked
We focused on intent and message-market fit, then stitched the funnel together so every improvement compounded. The team had a clear view of what moved revenue, not just vanity metrics.

Impact
"Your impact on the organization is greatly felt through our increased revenues and the impression we are leaving on the community through your creatives.” — Senior Director, Client Operations, VIQTORY.

Press Releases

Overview
At VIQTORY, I helped shape how the brand showed up in the media. I wrote press releases, served as the listed media contact, and worked directly with leadership to craft statements and responses that reflected a consistent, confident brand voice.

Releases

Spotlight: VIQTORY Media

Examples of content created for VIQTORY