Bill Hagerott

• 25% — Increase in Activated Sign-ups
• 18% — Improvement in Trial-to-paid Conversion
• 32% — Increase in Qualified Enterprise Accounts Engaged
• 15% — Reduction in Cost per Activated User

– Blockchain infrastructure platform needed to reach a new, non-crypto-native audience.
– Target audience included fintech builders, enterprise decision-makers, and senior managers.
– Marketing channels drove inconsistent qualified sign-ups, activation, and paid conversion.

The core challenge was building a measurable full-funnel growth motion for enterprise fintech adoption.

– Audited paid ads, LinkedIn, X, events, web journeys, and nurture paths to separate vanity engagement from qualified sign-ups, activation, and paid usage.
– Segmented fintech builders, technical evaluators, enterprise decision-makers, and business sponsors by role, use case, and adoption stage.

Based on the above, we built a full-funnel growth model linking awareness, sign-ups, product usage, sales-assist signals, pipeline, and paid conversion.

– Increased sign-ups by 25%.
– Improved conversion by 18%.
– Increased engagement by 32%.

Key takeaway - turned fragmented channel activity into a growth engine focused on enterprise engagement.

• 72% increase — Increase in marketing qualified leads (MQLs) over two quarters.

The company faced flatlining MQL volume and high customer acquisition costs due to misaligned sales and marketing funnel definitions and overly generic outbound campaigns.

I rebuilt the ideal customer profile and buyer personas using customer scoring and product usage data. I integrated 6sense and Bombora intent data to power personalized account-based marketing campaigns. I also restructured funnel definitions in partnership with sales and automated lead handoff processes through a Salesforce-Marketo integration.

The initiative improved lead quality and conversion, accelerating pipeline velocity by 38% and increasing sales accepted leads by 59%, ultimately generating $14 million in new influenced pipeline during Q3 and Q4.

• ** 4.3x increase ** — Achieved a sustained increase in free-to-paid conversion rate over a six-month period.

The client’s product-led growth model saw strong freemium adoption but poor conversion—less than 2%—due to the absence of usage-based nurture and upsell flows.

I implemented onboarding and milestone-triggered nurture campaigns using behavioral triggers tailored to targeted segments. I built in-app calls to action and lifecycle scoring models to identify and surface expansion opportunities. I also introduced usage-based paywalls aligned with key value delivery points to drive timely upgrades.

The initiative drove significant revenue growth from the freemium base, increasing monthly recurring revenue by $2.1 million over two quarters. The sales team was realigned to focus on upselling and expansion, rather than solely pursuing net-new acquisition.

• **38% reduction ** — Achieved a measurable reduction in customer acquisition cost within nine months.

The client lacked clear attribution insights across paid, organic, and partner channels, resulting in inefficient spend and wasted budget.

I audited and rebuilt the attribution model, shifting from a last-touch to a multi-touch weighted approach. I reallocated budget toward top-converting early-touch channels, including SEO, webinars, and LinkedIn account-based marketing. Additionally, I integrated Bizible and Power BI to provide end-to-end funnel visibility across all major stages.

As a result, customer acquisition cost was reduced by 38% while maintaining lead volume, enabling $1.6 million in annual spend to be reallocated to top-performing demand generation programs and boosting sales-qualified leads by 47%.

• 32% — Increase in Qualified Leads from New ICP Segments and Acquisition Channels
• 25% — Reduction in Campaign Launch Time Through AI Automation
• 18% — Improvement in Funnel Conversion to Qualified Opportunities

The B2B company had existing campaigns, marketing automation, and sales infrastructure, but growth was underperforming. The team needed clearer ICP targeting, stronger messaging, better funnel visibility, and a repeatable system to turn marketing activity into qualified leads, demos, and pipeline.

Audited CRM, automation, campaigns, content, and funnel reporting to identify conversion gaps. Rebuilt ICP segments, messaging, and campaign workflows.

Used AI-assisted content and analysis to speed testing, improve personalization, and create a repeatable system for qualified leads and pipeline.

Delivered a 32% lift in qualified leads, 25% faster campaign launches, and 18% higher engagement-to-demo conversion. Long-term, the company gained clearer ICP focus, better funnel visibility, and a scalable GTM engine to align with growth targets.

• 72% — Increase in MQLs from Improved Demand Generation
• 42% — Increase in Opportunities Through Stronger Funnel Quality
• $59 Million — New Pipeline Generated Across Three Regions

Qualys had strong cybersecurity market credibility and an existing marketing infrastructure, but needed a sharper demand-generation strategy, stronger funnel quality, and better visibility into which campaigns were creating real opportunities.

In particular, senior leadership needed a clearer roadmap to scale high-velocity growth while improving sales alignment and pipeline impact.

Led global demand generation and digital strategy across regions, combining campaign roadmap development, ABM, webinars, content, lead scoring, predictive analytics, and sales alignment.

Primary focus:
– Rebuilt joint KPIs with sales
– Prioritized high-intent accounts through 6Sense
– Piloted generative AI to improve personalization, speed campaign launches, and raise engagement

Delivered 72%+ MQLs, 42%+ opportunities, and +$59 million in new pipeline. Long-term, the company gained a more scalable demand engine with clear insight into which campaigns drove the pipeline. This has enabled sustained growth over time.