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How I Transformed a Disconnected Inbound Strategy into a Demand-Generating Machine

When inbound efforts are disconnected, marketing becomes noise instead of revenue-driving strategy. I revamped a fintech company’s entire approach, aligning inbound with ABM and implementing 6sense in record time. The result? A significant shift in opportunity rates and pipeline quality. 

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Disconnected Inbound Strategy into DG Machine

From Channel-Focused Marketing to an Integrated Buyer Journey

This fintech startup had multiple inbound marketing efforts running in parallel—SEO, paid media (Google Ads, LinkedIn, Display), website, email nurturing, events, and webinars. Each channel had its own mini-strategy, but there was no cohesive strategy connecting them.

As a result, Marketing was generating demand, but not capturing it effectively; Sales and Marketing were working in silos; the buyer journey wasn’t clear and, therefore, broken.

I helped implement a structure where we would stop thinking in channels, and start thinking in journeys. 

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Mapping the buyer journey for each product

Aligned messaging and touchpoints with buyer needs while identifying and addressing gaps to improve movement from awareness → consideration → conversion.

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Conversion rate optimization & website fixes

Enhanced conversion paths (CTAs, landing pages), monitored analytics for early opportunities, and redesigned the chatbot strategy to educate and warm up leads before they reached Sales.

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Paid Media: fixing targeting & bidding strategies​

Refined targeting, messaging, and bidding for Google Ads, LinkedIn, and Display while closely overseeing agency performance to ensure efficient budget use and high-quality account targeting.

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Email & Lead Nurturing: guiding accounts, not just sending messages

Designed email drip campaigns aligned with the buyer journey and optimized Salesforce integration for better attribution and performance tracking.

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Events & Webinars: prioritizing the right opportunities

Aligned event and webinar strategies with the buyer journey, partnered with associations for targeted accounts, and integrated events into the broader marketing strategy.

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Sales-Marketing Alignment and
bringing in ABM as a next step

Led the 6sense implementation in record time, enhancing account insights and improved Product-Marketing-Sales alignment for better-targeted engagement and lead hand-over optimization.

Key Results

Opportunity rates jumped from 25%to 65%.

Inbound marketing contributed 80-85%of the ARR target.

Deals closed by newly implemented ABM approach.

Lessons for Startups

Don’t think in silos—connect the dots with a clear buyer journey.

Demand capture is just as important as demand generation. Without a way to convert interest into action, your efforts won’t translate into revenue.

Start with inbound before diving into ABM—it’s the foundation that makes ABM effective.

Collaboration between Marketing and Sales is key to scaling results.

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