Multi-Channel B2B Campaign
Meta's B2B business sells to everyone from corner shops to global SaaS companies, on campaign infrastructure that could not tell them apart. I rebuilt the orchestration layer so one system could serve both ends without diluting either.
The problem
Campaign orchestration was fragmented across systems. Lead scoring was unoptimised, data hygiene across the pipeline was broken, and operational slack across the team meant campaigns reached their intended audiences inconsistently.
The business needed integrated upper-funnel awareness and lower-funnel lead generation running simultaneously across SMB and enterprise, on the same infrastructure, without one segment’s messaging bleeding into the other.
What I built
- Internal tooling for audience deliveryBuilt and launched tooling that integrated Marketo, Salesforce and Meta’s internal systems into a unified orchestration model, so audience delivery stopped being reassembled by hand each cycle.
- Rebuilt lead scoringReworked the scoring frameworks so SMB and enterprise signals were weighted correctly rather than competing in a single undifferentiated model.
- Standardised data hygieneCleaned and standardised hygiene protocols across the pipeline, which is the precondition for any scoring model being trustworthy.
- Cross-functional alignmentCoordinated engineering, product marketing and UX research so messaging and delivery timing were agreed before build rather than reconciled after launch.
- Segment-specific targeting at scaleRan large-scale campaigns speaking to each segment’s specific needs while holding one coherent brand voice across both.
What made it hard
The hardest part was the friction between engineering and marketing, two teams with different cadences, vocabularies and definitions of done.
Need one of these built?
I build the layer underneath campaigns, and the reporting that shows whether it worked.