Bridging the gap between engineering specs and revenue operations with a closed-loop lead generation system.
Role: Strategy, Automation & Frontend development
Engineering Lead Quality in a Niche Market.
The target audience, manufacturing engineer, doesn’t respond to fluff. They demand technical specifications, durability assurances, and “plug-and-play” proof.
We needed a campaign that didn’t just announce a product, but qualified leads based on technical interest before they ever reached sales. I architected a system to track engagement from the first click to the Salesforce lead record.
End-to-End Execution: From Concept to Code
Benefit Driven Copy:
Translated raw engineering specs (e.g., “Dual-joint swing arm”) into value propositions (“Automation ready from day one”) to match buyer persona needs.
Asset Compositing:
Generated and rendered high-fidelity product imagery specifically for email dark mode, ensuring visual impact without waiting for a physical photoshoot.
Responsive Dev (MJML):
Coded custom HTML templates ensuring rigid alignment and readability across Outlook, Gmail, and mobile devices.
Strategy defines the direction, but assets drive the engagement. Browse the complete collection of visual deliverables.
Powered by a vertically integrated tech stack.
Established Salesforce as the single source of truth for lead qualification. I architected an automated ingestion pipeline that translates ‘Brochure Downloads’ into high-priority tasks, ensuring sales teams act on enriched intent data rather than raw traffic.
Salesforce (CRM)
Moved beyond vanity metrics by deploying custom event listeners via GTM. This validated high-intent user behaviors (key events) and provided the attribution data necessary to calculate the campaign’s true contribution to pipeline velocity.
GA4 & Tag manager
Mitigated rendering risks by utilizing MJML as a standardization framework. This ensured code integrity across legacy clients (Outlook) and modern devices, reducing QA time while maintaining strict brand compliance.
MJML & HTML
Solved resource constraints by synthesizing high-fidelity product imagery digitally. This allowed for rapid A/B testing of visual narratives (dark mode vs. light) without the lead time or expense of a physical photoshoot.
Adobe Creative Suite
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