Strategic Demand Generation That Delivers Results
115% YoY Growth for B2B Industrial Tech Leader
COMPANY
TE Connectivity
ROLE
Digital Marketing Consultant
EXPERTISE
B2B Demand Generation, Lead Nuturing, MarTech Integration & Automation
The client launched a global initiative targeting fragmented industrial segments across multiple regions, aiming to capture multi-million dollar revenue opportunities.
Built on a mature enterprise stack—Salesforce CRM, Oracle Eloqua, AEM, Tableau—the framework included:
SIC-code-based segmentation
Full-funnel touchpoints from awareness to MQL nurturing
Standardized tracking, lead scoring, and global reporting
My challenge: operationalize this enterprise-level framework in a new regional market, where buyer behaviors, digital ecosystems, and media usage patterns differ significantly.
Help the client to expand customer base and gain market share by:
Launch integrated digital campaigns tailored to regional market dynamics
Maintain consistency with global strategy and scoring model
Deliver qualified pipeline leads while preserving global attribution and dashboards
Provide a replicable playbook for future market expansion
My Role
Working side-by-side with the client’s Program Lead, I focused on:
Translating Strategy into Scalable Execution
→ Translated global marketing strategy into scalable campaign systems while ensuring cross-market consistency in data and reporting
Full-Funnel Campaign Execution
→ Designed and executed TOFU-BOFU digital campaigns within global frameworks
→ Operated within the client's MarTech ecosystem (Eloqua, Salesforce, Tableau)
→ Implemented lead scoring, behavior tracking, and automation workflows
Performance Optimization
→ Optimized full-funnel user journeys across region-specific media touchpoints
→ Collaborated with Customer Journey Management team to steamline Lead-to-MQL conversion processes
Applying Global Systems with Local Execution Intelligence
TOFU (Top of Funnel)
Translated global campaign strategy into actionable plans aligned with regional platforms, formats, and buyer behaviors
Created high-performance campaign landing pages in AEM with multilingual messaging and advanced tracking capabilities
Coordinated with internal teams, media agencies, and HQ stakeholders to align messaging, timelines, and metrics
MOFU (Middle of Funnel)
Leveraged multiple touchpoints—gated content, virtual sample kits, webinars, and email—to nuture leads
Built and deployed Eloqua-based automation flows segmented by lifecycle stages and engagement triggers
Integrated social CRM behavior data into Eloqua for lead scoring triggers
BOFU (Bottom of Funnel)
Leveraged cross-channel KPI dashboards for real-time full pipeline performance monitoring and attribution tracking
Led regular performance reviews to inform campaign optimization decisions and improve conversion rates
Strong regional performance validated the framework's global scalability:
MQL Growth
↑54% annually
Conversion Rate
↑16% (MQL-SQL)
Revenue Growth
↑115% YoY (multi-million USD impact)
Process Scalability
Framework replicated in 2 additional markets
Enterprise frameworks are scalable
Global MarTech stacks offer consistency and scalability, but success relies on adapting inputs and logic to reflect regional buyer behavior.
Automation logic translates across markets
Lead scoring, nurture sequences, and conversion workflows can be replicated globally—the key is mapping local behavioral indicators to global scoring models.
Global Role Success Factors
Success in global marketing roles comes from understanding both framework logic and in-market operational detail
