Projects
Things I've built
A selection of GTM, lifecycle, and AI-powered marketing work, spanning a Series A security startup, an eight-year run at a managed services provider, and an AI workflow automation consultancy I co-founded.
GTM Rebuild for a Critical Infrastructure Security Startup
A Series A identity-based secure access platform serving OT and critical infrastructure buyers needed a GTM foundation built from scratch, working directly with the CRO and CTO.
- ICP, buyer personas, and core messaging translating deep technical differentiation into buyer-ready language for CISOs, OT managers, and IT teams
- Cold and warm outbound automation combined with intent-based signal identification
- A migration from Salesforce to HubSpot to unify sales, marketing, and customer success around one system spanning the full lifecycle
- Agentic AI workflows replacing manual demand gen tasks: signal-based attribution, lead enrichment and validation, personalized outbound at scale
- A custom quoting tool with rules-based approval workflow for a product where security and compliance requirements shape nearly every deal
- NPS/CSAT programs and a customer advisory board
Supported 4x pipeline growth over roughly two years.
HubSpotSalesforceClaylemlistChili Pipern8nClaude
GTM AI Readiness Assessment for Aligned Intelligence
Aligned Intelligence was launching targeted outbound to GTM teams and needed a primary CTA that did more than a contact form. The assessment covers several jobs at once: it lifts on-site engagement, gives prospects a self-serve alternative to a demo request, adds a reason to click in outbound email, and produces a qualified brief for the discovery call. Solo build, front end through automation.
- A 10-screen adaptive assessment that routes on role and branches into marketing, sales, or customer success question sets, scoring five dimensions: data foundation, automation, AI depth, ownership, and process maturity
- A 2x2 archetype model (Manual, Tooled, Grounded, Compounding) that turns the five scores into one diagnosis and a recommended first build
- An email gate that shows the headline result for free and unlocks the full breakdown, flags, and recommended play after a work email, with a soft warning on personal domains instead of a hard block
- A config-driven front end where every question, weight, and line of result copy lives in one JSON file, so the assessment retunes without touching the renderer
- An n8n workflow triggered on submit that emails the results, upserts every answer into HubSpot custom properties, enriches the contact through Clay, posts to Slack, and appends to a Google Sheet
- A Google Sheet that doubles as the discovery-call brief, so sales can test each prospect's self-assessment against their actual answers and frame where Aligned Intelligence fits
Launched as the primary CTA for outbound to GTM teams, replacing the contact form with a self-serve tool that qualifies the lead and hands sales a discovery-call brief before the first conversation.
n8nHubSpotClayClaudeGoogle SheetsSlack
Take the assessment →Retention & Lifecycle Marketing for a Managed Security Services Provider
An established managed cybersecurity services company needed a lifecycle marketing strategy to close gaps in the buyer journey and reduce customer attrition.
- A three-tier renewal segmentation model based on account value and risk (strategic touch at 180 days, mid-touch at 90, tech-touch at 45)
- NPS and CSAT programs partnered with client services, sales, and ops to catch and address customer concerns early
- Cross-sell/upsell campaigns across two distinct product lines, run both direct and through channel partners
- A customer advocacy program identifying and converting satisfied customers into public reviews
Reduced attrition by 20%, boosted renewal revenue, contributed to 10x ARR growth over the tenure, and generated 20 new third-party peer reviews.
SalesforceEmail automationSurvey / NPS platforms
AI-Powered Outbound Sales Engine
Co-founded an AI workflow automation consultancy for small B2B service businesses. Needed to build our own outbound engine as both a growth channel and a proof point for prospective clients.
- A two-agent AI research pipeline that pulls pre-call intelligence with a human approval gate before it hits the CRM
- Automated reply tracking and sentiment classification across outbound campaigns, feeding directly into CRM workflows
- A multi-vertical prospecting system scoring and enriching contacts across six service-business verticals
- A single-skill AI email drafter that routes and personalizes outreach based on contact vertical and persona
Built a fully async, AI-assisted sales infrastructure running lead scoring, enrichment, and outreach with minimal manual touch. The same system is now productized for clients.
n8nClayHubSpotlemlistClaude