HubSpot
Outbound Segmentation + Suppression
Targeting, exclusions, lifecycle hygiene for reporting accuracy
✓ Master suppression: Customer excluded✓ Outbound pool: Eligible contacts✓ KPIs: Attempts • Connects • Meetings
Goal and success metrics
Build a governed outbound segmentation system for community banks and credit unions that prevents accidental outreach to suppressed records and keeps KPI reporting consistent.
Targeting accuracySegmented views
Suppression coverageMaster DNC
Follow up hygieneStatus + last touch
Reporting consistencyKPI definitions
Workflow logic summary
- Outbound pool: Defines eligible contacts (email known, outbound eligible, not customer) as the base audience for every outbound segment.
- Segmentation: Creates persona and institution type segments (community bank vs credit union) for targeted outreach.
- Suppression: A master “Do Not Contact” rule excludes customers to prevent outreach and protect reporting accuracy.
- Execution loop: Outbound status and last outbound touch fields feed follow up and KPI views (attempted, connected, meeting set).
Data model and hygiene
- Required fields: Persona, institution type, outbound eligible, lifecycle stage, outbound status, last outbound touch
- Suppression rule: Lifecycle stage Customer is excluded from outbound pool and segments
- Status definitions: Not Started, Attempted Outreach, Connected, Meeting set, Nurture, Disqualified
- Naming conventions: OUT | Pool | …, OUT | Persona | …, OUT | Institution | …, SUP | Master | …
Tools
Sandbox screenshots
Outbound pool definition (click to enlarge)
Master suppression (Do Not Contact) view (click to enlarge)
KPI / follow up view (click to enlarge)
Reporting and dashboards
Rep viewPersona and institution segments + follow up needed and overdue queues
Manager viewAttempts, connects, meetings set, and weekly activity snapshots
DefinitionsKPI definitions to keep “attempted,” “connected,” and “meeting set” consistent
Results
TargetingStandardizedReusable outbound pool + persona / institution segments
SuppressionEnforcedCustomers excluded via master DNC logic
Reporting hygieneImprovedStatus + dates support consistent follow up and KPI views
Note: If results are simulated, label them as expected impact based on governance and follow up improvements.
HubSpot
Outreach Messaging + Follow Up Workflow
Templates, snippets, and follow up queues tied to segments
✓ Banking templates: 2✓ Call snippets: 2✓ Follow up queues: Needed + Overdue
Goal and success metrics
Create a reusable outbound messaging kit and a consistent follow up workflow that connects directly to segmentation, improves activity logging consistency, and supports clean reporting for a banking BDR motion.
Template reuseStandardized
Follow up coverageQueues built
Logging hygieneStatus + dates
Next step clarityRepeatable
Workflow logic summary
- Segment first: Start from eligible segment views (persona or institution) to select the right outreach audience.
- Send consistent messaging: Use banking specific email templates for first touch and no response follow up.
- Log the action: Update Outbound Status and Last Outbound Touch to document progress and keep reporting consistent.
- Work the queue: Use Follow Up Needed and Overdue views to ensure no prospect falls through the cracks.
Data model and hygiene
- Templates: Banking intro template + no response follow up template
- Snippets: Call opener + 15 minute meeting ask
- Required fields: Outbound Status, Last Outbound Touch (supports follow up queues)
- Rules of use: Status updated on every touch; last outbound touch updated to reflect recency
Tools
Sandbox screenshots
Email templates list (click to enlarge)
Snippets for call opener + meeting ask (click to enlarge)
Follow up queue view using status + last touch (click to enlarge)
Reporting and dashboards
Rep viewFollow Up Needed, Overdue, and next action segments by persona and institution type
Manager viewOutcome distribution by status (attempted, connected, meeting set) to monitor pipeline health
DefinitionsStandardizes what counts as attempted, connected, and meeting set
Results
Messaging consistencyStandardizedReusable templates and snippets aligned to banking personas
Follow up hygieneOperationalizedQueues built from status + last touch to prevent missed follow ups
Reporting readinessImprovedConsistent field updates support KPI views and activity summaries
Note: If results are simulated, label them as expected impact based on standardization and follow up process improvements.
HubSpot
KPI Dashboard Pack
Attempts, connects, meetings set, and weekly activity using governed definitions
✓ KPI views: Attempted • Connected • Meetings✓ Date hygiene: Last touch + meeting date✓ Manager view: Weekly activity
Goal and success metrics
Create a lightweight KPI reporting pack inside HubSpot that standardizes what counts as outreach progress and produces consistent weekly snapshots for rep and manager visibility.
KPI consistencyDefined
Weekly activityTracked
Meeting set KPIDated
Follow up coverageVisible
Workflow logic summary
- Standardize outcomes: Use Outbound Status to define attempted outreach, connected, meeting set, nurture, and disqualified.
- Timestamp results: Use Last Outbound Touch for recency and Meeting Set Date for meeting KPI tracking.
- Rep KPIs: Views show current pipeline activity by outcome (attempted, connected, meetings set).
- Manager snapshot: Weekly activity view aggregates outreach momentum and supports basic performance monitoring.
Data model and hygiene
- Properties: Outbound Status, Last Outbound Touch, Meeting Set Date
- KPI definitions: Attempted vs connected vs meeting set defined and used consistently across views
- Suppression aware: KPI views exclude customers to prevent inflated outreach counts
- Repeatable filters: Eligible contacts + consistent date windows (today, this week)
Tools
Sandbox screenshots
Meetings set KPI view with Meeting Set Date (click to enlarge)
Connected KPI view (click to enlarge)
Weekly activity / manager snapshot view (click to enlarge)
Reporting and dashboards
Rep KPIsAttempted outreach, connected, meetings set, and disqualified views
Manager viewWeekly activity snapshot using status + last outbound touch
DefinitionsKPI definitions and SLA rules to keep reporting consistent
Results
Reporting consistencyStandardizedAligned definitions for attempted, connected, and meeting set
Meeting KPIOperationalMeeting Set Date supports week based KPI tracking
Manager visibilityImprovedWeekly activity view provides a quick pipeline health snapshot
Note: If results are simulated, label them as expected impact based on KPI standardization and improved activity hygiene.
HubSpotSalesforce
BDR Pipeline System
MQL to booked meeting simulation
✓ SLA first touch: 15 minutes✓ Auto reassign after 2 missed touches✓ Aging buckets: 2 • 5 • 10 days
Goal and success metrics
Reduce lead leakage by enforcing consistent intake, ownership, and follow up rules while improving pipeline visibility.
Time to first touch15 min SLA
MQL → SQL conversionTracked
Meeting set rateTracked
Lead aging2/5/10 day buckets
Workflow logic summary
- Intake: New MQLs are normalized, deduped, and assigned a lifecycle stage and initial status.
- Assignment: Ownership is assigned by territory/segment rules with fallback routing and an overflow queue.
- Follow up SLA: If no activity within 15 minutes, a task + reminder is created; after 2 missed touches, lead is reassigned.
- Close loop: Outcomes update statuses and drive reporting for attempts, connects, meetings, and aging.
Data model and hygiene
- Required fields: Lead source, persona/segment, lifecycle stage, owner, status, last activity date
- Status definitions: New, Working, Attempted, Connected, Qualified, Meeting Set, Nurture, Disqualified
- Naming conventions: Consistent workflow, property, and list names to prevent “mystery automation”
- Validation: Prevents closing a lead without an outcome and notes standard
Tools
Sandbox screenshots
Workflow automation view (click to enlarge)
Dashboard / KPI view (click to enlarge)
Reporting and dashboards
Rep viewToday’s tasks, overdue follow ups, next best action
Manager viewAging, SLA compliance, conversion by source/segment
DefinitionsKPI sheet to keep “attempt” and “connect” consistent
Results
SLA complianceBaseline → AfterReplace with your real measurement
MQL coverageImprovedMeasured in test set of X leads
Reporting accuracyStandardizedOutcome taxonomy enforced
Note: If results are simulated, label them as expected impact based on SLA and governance improvements.
Certifications & Professional Accreditations
Gateway Gamers
Paid Social Ad Campaign
Role: Lead Digital Strategist
Overview / Objective
Launch a paid social media campaign to grow awareness and increase sign-ups for Gateway Gamers, an online gaming hub.
Target Audience / Market
Targeted casual/competitive gamers aged 18–34 via Facebook & Instagram, based on behavior, interests, and lookalike data.
Strategy
- Persona segmentation and channel alignment
- Community-focused messaging with benefit-driven CTAs
- Daily performance review with A/B creative testing
Implementation / Execution
- 5 ad sets launched via Meta Ads Manager
- Landing pages built in Unbounce with analytics tracking
- Creative assets coordinated across devices and formats
Campaign Timeline
- Week 1: Research + creative production
- Week 2: Ads launched
- Weeks 3–4: Optimization + reporting
Metrics & Results
375K
Impressions
2.5K
Link Clicks
40%
Membership Growth
Creative Assets
Testimonial
"The campaign brought incredible visibility and hundreds of engaged new members."
– Michelle Wu, Marketing Director
Reflection / Learnings
- Community-first messaging outperformed feature-led messaging
- Short video ads generated higher retention and conversion
- Daily data reviews enabled quick optimization pivots
🎮 Placeholder for Ad Creative 1 content or image.
📣 Ad Creative 2 with variations or animation.
🧭 Landing page design or live mockup screenshot.
📱 Responsive mobile version view.
Gateway Gamers Paid Social Ad Campaign
Challenge & Goal
Launch a new paid social media ad campaign to increase brand awareness and drive membership sign-ups for Gateway Gamers, an online gaming community.
Strategy
- Identify target audiences of casual and competitive gamers
- Create engaging ad creative showcasing community benefits
- A/B test multiple ad variations to optimize performance
Execution
- Launched ads on Facebook and Instagram targeting interest-based audiences
- Tested different headlines, ad copy, and call-to-action buttons
Key Metrics
+48%
CTR Increase
CTR Increase
5 Keywords
Top 3 SEO Rankings
Top 3 SEO Rankings
300M+
Prospects Sourced
Prospects Sourced
Results
375Kimpressions
2.5Klink clicks
40%increase in memberships
"This is the most efficient lead gen engine we’ve ever run."
👋 Hi, I'm John
Digital Advertising Specialist focused on performance marketing, data analytics, and campaign strategy.
📊 Key Performance Metrics
+48%
CTR Increase
5 Keywords
Top 3 SEO Rankings
300M+
Prospects Sourced
📁 Featured Case Study: Ava B2B Campaign
This campaign used AI-driven targeting and hyper-personalization to automate prospecting, boosting response rates and reducing acquisition costs. Highlights include:
- Strategic use of HubSpot CRM workflows
- Custom sequences ghostwritten using persona signals
- Intent data triggering outreach to sales-ready leads
"This is the most efficient lead gen engine we’ve ever run."
🖼️ Campaign Highlights
Phase 1: Persona Development
Defined target segments and aligned messaging with business goals.
Phase 2: Email Strategy
Crafted automated sequences with dynamic personalization and timing.
Phase 3: Lead Scoring
Used engagement metrics and firmographic filters to prioritize outreach.
Email Marketing Certification
Credential showing proficiency in HubSpot's email campaign tools and strategy.
Portfolio Projects
HubSpot Lead Automation
Implemented automated workflows in HubSpot, reducing manual data entry and improving lead response time.
- +32% MQL Conversion Rate
- Tools: HubSpot, Zapier
- Role: CRM Architect
Salesforce Workflow Revamp
Revamped lead routing workflows to streamline sales operations and enable faster handoff between marketing and sales teams.
- 20% Increase in SQL Hand-Offs
- Tools: Salesforce, Process Builder
- Role: Marketing Ops Lead
Portfolio Projects
HubSpot Lead Automation
Implemented automated workflows in HubSpot, reducing manual data entry and improving lead response time.
- +32% MQL Conversion Rate
- Tools: HubSpot, Zapier
- Role: CRM Architect
Salesforce Workflow Revamp
Revamped lead routing workflows to streamline sales operations and enable faster handoff between marketing and sales teams.
- 20% Increase in SQL Hand-Offs
- Tools: Salesforce, Process Builder
- Role: Marketing Ops Lead
Portfolio Projects
HubSpot Lead Automation
Implemented automated workflows in HubSpot, reducing manual data entry and improving lead response time.
- +32% MQL Conversion Rate
- Tools: HubSpot, Zapier
- Role: CRM Architect
Salesforce Workflow Revamp
Revamped lead routing workflows to streamline sales operations and enable faster handoff between marketing and sales teams.
- 20% Increase in SQL Hand-Offs
- Tools: Salesforce, Process Builder
- Role: Marketing Ops Lead
Certifications & Professional Accreditations
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