Decisions · B2B SaaS
Making acquisition work harder.
My role: Performance Marketing Lead
- 45%
- Lower paid social
CPA - 384%
- Higher YoY
ROAS
Selected paid social results from a defined reporting period. The work involved Marketing, Sales, and RevOps.
I treated targeting, offers, and the experience after the click as one acquisition problem, then connected campaign activity with pipeline in HubSpot.
Audience
Aligned targeting, creative, and offers with the ideal customer profile, using intent data to improve relevance.
Conversion
Tested audiences and creative, and addressed friction in the experience after the click.
Measurement
Connected campaigns to pipeline so Marketing, Sales, and RevOps could evaluate performance together.
Behind the decisions
A structure that supports useful comparisons.
I organized campaigns by country and go-to-market motion so we could evaluate performance in the context of the customers each campaign was meant to reach. Targeting, messaging, and the post-click experience were considered together.
Reporting that supports the next action.
The HubSpot pipeline dashboard gave Marketing, Sales, and RevOps a shared basis for forecasts, performance reviews, and investment decisions. Campaign reporting became part of the conversation about the business.
Reading the results.
CPA means cost per acquisition; ROAS means return on ad spend. The 384% ROAS improvement is a year-over-year comparison. Both figures describe selected paid social performance.

