The Partner: Source Intellegence, Compliance intelligence / enterprise SaaS

Target Audience: Enterprise manufacturers and global supply-chain teams

Stack: Google Ads, HubSpot, Looker Studio, Search, Demand Gen, PMAX

Scope: Positioning, segmentation, launches, creative, landing pages and attribution

Executive Summary

Source Intelligence had a strong enterprise platform, but paid acquisition was too broad. Campaigns were organized mainly by geography, several ads led to generic pages, and Google Ads lacked enough reliable HubSpot lifecycle data to optimize toward commercial value.

I led a cross-functional product marketing program that reorganized demand around regulations, industries and buyer roles. I developed reusable positioning territories, aligned campaigns to dedicated landing pages, launched new product and industry programs, and introduced lifecycle-stage values for Leads, MQLs, Opportunities and Customers.

My Ownership

I owned the strategic layer expected of a hands-on B2B SaaS Product Marketing Manager. Paid media, design, analytics and implementation specialists supported execution, while I defined the audience, message, launch structure, conversion path and success criteria.

Buyer and market insight Persona needs, category language, search intent, competitor review. Positioning and messaging Message territories, value propositions, proof points and CTAs. GTM architecture Product/industry segmentation, channel roles and launch sequencing. Content and creative direction Briefs, responsive asset systems and landing-page alignment. Measurement HubSpot lifecycle values, attribution logic and reporting framework. Optimization Search-term quality, conversion progression and stop-or-scale decisions.

Audit and Diagnosis

The audit showed that this was not only a bidding problem. The entire GTM path needed to work together: Buyer intent → Campaign → Message → Landing page → HubSpot stage → Pipeline value. The audit identified 445 keywords that had spent more than $18.2K without a conversion, while historically converting exact- and phrase-match terms had been removed.

I also recommended extending the Google Ads click-through attribution window from 30 to 90 days and the engaged-view window from 3 to 30 days. This better reflected the longer buying cycle of enterprise compliance software.

Buyer Research and Positioning

I separated the needs of Quality, Supply Chain, Engineering, Legal, Sustainability and Procurement. The message changed by responsibility instead of treating every buyer as the same compliance user.  Quality Audit-ready evidence and defensible reporting Supply Chain Faster supplier reporting and fewer stop-shipments Engineering Earlier warnings and fewer redesigns Legal / Sustainability Clearer regulatory exposure and readiness 

Cross-Channel Creative System

I turned the messaging into a modular asset system for Demand Gen, Performance Max and retargeting. Each idea was adapted by placement while preserving the same value proposition and CTA. This created a reusable creative library instead of one-off campaign assets.

Campaign Architecture and Product Launches

I reorganized the account around EUDR, REACH, PFAS, EPR/PPWR, Medical Devices and Electronics Manufacturing. This created tighter control over keywords, messaging, landing pages, audience exclusions, budget and reporting.

For EUDR, I expanded coverage across North America and UK/Europe, updated responsive search ads with product-specific language, and added new themes around due diligence, supplier mapping, EU TRACES and deadline changes. Each launch was evaluated using search-term relevance, CPC, landing-page behavior and HubSpot stage progression before

more budget was recommended.

Full-Funnel GTM Architecture

Search captured active intent. Demand Gen introduced product and switching messages to defined audiences. Retargeting supported consideration. Performance Max expanded qualified reach using audience signals, search themes and creative assets.

Distribution and Conversion Paths

Search captured active intent. Demand Gen introduced product and switching messages to defined audiences. Retargeting supported consideration. Performance Max expanded reach using controlled budgets, search themes, audience signals and

exclusions.

Paid traffic was mapped to dedicated Brand, Make the Switch, PFAS, REACH, EUDR, Demo, EPR and Minerals Reporting pages instead of relying on one generic demo experience.

Pipeline Measurement

I helped move optimization away from raw form volume. Leads remained useful learning signals, but MQLs, Opportunities and Customers received progressively higher values.

The proposed Google Ads conversion hierarchy assigned different values to each HubSpot stage:

• Lead: $25

• Marketing Qualified Lead: $100

• Opportunity: $3,000

• Customer: $5,000

Before launch, I reviewed targeting, match types, negatives, audience exclusions, creative assets, landing-page URLs, CTA consistency, conversion actions and HubSpot stage mapping.

Measurable Impact

Paid media generated 1,370 clicks from 22,935 impressions, achieving a 5.97% click-through rate.

The program produced 14 tracked conversions at a $773.50 cost per conversion. HubSpot attributed 7 marketing-qualified leads, 4 leads, 2 opportunities, and 1 customer to the measured campaign activity.

In a separate Q1 reporting period, paid media generated 37 HubSpot contacts and 2 attributed deals.

Performance continued to improve in Q4. Spend decreased 20% quarter over quarter, while conversions increased 35%, blended cost per acquisition fell 40%, and recorded conversion value increased 108%.

The Result

The program successfully moved Source Intelligence from broad compliance advertising to a segmented, pipeline-measured GTM system.

Campaigns were aligned to specific products, industries, buyer roles, and landing pages. HubSpot lifecycle tracking also gave the team a clearer view of how paid activity progressed from click to lead, MQL, opportunity, customer, and attributed deal.

The result was stronger campaign efficiency, clearer product positioning, and a repeatable framework for generating and measuring qualified pipeline.

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Let’s connect on LinkedIn.