LE BACKYARD
Building a B2B marketing system, from acquisition to sales.
I led marketing strategy, agency and specialist coordination, and hands-on execution across acquisition, SEO, CRM and automation for a multi-market tech agency.
Results and operating milestones during the engagement. Project values describe the commercial context, not revenue per lead.
> FOLLOW THE PATH_
From reactive activity to a connected operation.
There was a website, paid advertising and a way to collect leads. What was missing was a structured marketing operation connecting business priorities, acquisition and commercial follow-up.
AREAWHAT I INHERITEDWHAT I CHANGED
Website & SEO
Slow website, unoptimised assets and a weak search foundation.
Faster pages, technical and on-page SEO, and commissioned search-led content.
Acquisition
Campaigns with outdated offers and reporting focused on clicks and impressions.
Agency oversight, corrected service messaging, landing pages and a focus on lead quality.
Sales follow-up
Typeform leads moved into individual Airtable tables, without consistent stages.
A shared CRM pipeline, qualification, reminders and reactivation sequences.
Strategy, priorities and people.
Marketing planning, agency evaluation and replacement, and coordination of copywriting and design.
The connections that made it work.
Website improvements, CRM configuration, scoring, automation, email sequences and reporting.
Acquisition informed by commercial quality.
SEO & contentGoogle AdsSortlist visibilityACQUISITION CHANNELS
- 01Website & landing pages
- 02Typeform & qualification
- 03CRM & follow-up
SIGNALS SENT BACK
Google AdsLead quality + closed sales
The qualification score and final sale conversions were sent to Google Ads to inform acquisition.
The commercial pipeline had its own stages and reminders. Intermediate stage changes were not sent to Google Ads.
A pipeline built for a long B2B sales cycle.
Sales typically took three months or more. Capturing the enquiry was only the beginning.
I first added email automations in Airtable, then proposed and configured a CRM from zero: pipeline stages, qualification, follow-up actions and reminders.
3+ monthsTypical sales cycle
- 01New enquiryCapture the need
- 02QualificationAssess fit & score
- 03MeetingPrepare & remind
- 04Follow-upMaintain contact
- 05Closed saleRecord conversion
Meeting remindersFollow-up emailsLead reactivation
QUALIFICATION LOGIC
Not every lead had the same commercial value.
BudgetUrgencyCompany type
INITIAL SCALE0–100
REFINED OVER TIME0–1000
I assigned a score using qualification information and refined the scale over time. Sending this signal to Google Ads was intended to prioritise leads closer to the business’s ideal opportunities.
No confidential scoring weights, thresholds or lead records are shown.
EMAIL REACTIVATION
Reopen conversations that had stalled.
I built automated sequences for pending leads and opportunities whose follow-up had lapsed.
- 01Reconnect
- 02Follow up
- 03Check interest
I directed the work and got hands-on.
I developed the marketing plan, coordinated external agencies and specialists, and took a more direct role in execution where understanding the services and the sales process was critical.
Diagnose
- Business and service analysis
- Competitor research
- Acquisition and website audit
Prioritise
- Markets and audience segments
- Positioning and service messages
- Channel and resource priorities
Organise
- Content and channel planning
- Team and specialist responsibilities
- Measurement and review
Planning scope, not a claim that every proposed initiative was implemented. Internal budgets and supplier assessments are omitted.
Business understanding shaped execution.
I evaluated agency performance against current services and commercial priorities, changed providers when needed, commissioned SEO articles from a copywriter and coordinated design support.
Better foundations. More relevant demand.
WEBSITE, SEO & CONTENT
Fix the website. Build search visibility.
I began with image optimisation, page loading and stylesheet cleanup. I then worked on technical and on-page SEO and commissioned search-led articles.
- Optimised images and loading
- Cleaned up unused CSS classes
- Improved service-page content and SEO
- Coordinated SEO copywriting
From traffic metrics to business relevance.
I identified campaigns promoting outdated information or services we did not offer, challenged reporting centred on CPC, CTR and impressions, and redirected the work toward current offers and qualified demand.
3 → 9Representative Google Ads Quality Score improvement
Visibility where companies compare agencies.
I managed visibility campaigns on Sortlist as part of the agency’s acquisition mix, alongside search advertising and organic discovery.
LANDING PAGES & MARKET DEVELOPMENT
Connect the service, the market and the next step.
10+Market-focused landing pages
I created and optimised landing pages and adapted acquisition for Mexico and African markets, alongside France. The work connected service messaging, proof and lead capture.
View the agency’s international market presentation
Read performance. Improve the next decision.
I combined Google Analytics and Google Ads in Looker Studio to review keywords, campaign spending, traffic and performance over time. I also used AI to analyse campaigns, ad groups, creatives and their performance.
Google AdsGoogle Analytics→Looker Studio
Campaign performance
Campaign-level spending
Impressions · CTR · CPC
Compare acquisition activitySearch demand
Keywords and search visibility
Traffic and conversions
Review relevance to the offerPerformance over time
Campaign and website evolution
Visits and conversion trends
Identify changes to investigateKeep the operation moving.
Email sequences, reminders and transmission of lead scores and closed-sale conversions to Google Ads.
Support campaign evaluation.
Analysis of campaigns, ad groups, creatives and performance to support my review and optimisation decisions.
Qualified demand. Structured follow-up.
The work went beyond generating enquiries: it established a shared CRM process, lead qualification, automated follow-up and commercial signals sent back to acquisition.
My role combined marketing direction with hands-on implementation. Knowing the business helped me connect what campaigns promised with what the commercial team needed to act.
Lead figures describe acquisition outcomes during the engagement, not closed revenue. Diagrams and process views are simplified recreations; website captures show public-facing work.