My recent projects

When it comes to working with clients, I don't limit myself to a strict set of "services" or predefined "projects." Why? Because in my experience, every business is unique, and what you think you need at the outset may evolve as we dig deeper into your specific challenges. That's where my process really stands out.

During our discovery phase, we often uncover additional issues or opportunities that weren't initially on the radar but are critical to solving the bigger picture. Instead of working in rigid boxes, I stay flexible, allowing us to adapt and tackle these challenges as they arise.

Woman smiling while working on a computer in a home office with a large window and whiteboard in the background.

While no two projects are exactly the same, here are some of the types of engagements I’ve worked on where I was able to deliver real, measurable results:

Demand Generation
Podcast Production

Four tan circular icons with white outlines: headset, microphone, audio sliders, and speech bubbles; text below reads "40% Discovery Call Conversion Rate" with an upward arrow.

Problem: The head of demand generation approached me with an idea to create a podcast as a lead generation tool, despite neither of us having any podcast production experience.

Solution: By conducting extensive research and utilizing helpful software and tools, we developed a turn-key podcast strategy for recording and producing video and audio episodes. I executed a strategic outreach campaign, contacting hundreds of potential candidates each week through a series of targeted emails.

Outcome: The podcast produced 44 episodes in its first year, with 25% of guests converting into discovery calls, driving significant business growth.

Portrait of a woman with long blonde hair and a neutral expression, wearing a dark top against a plain background.

"The wonderful thing about Melissa is that I can just say, ‘This is what I want,’ and then I can leave for a few days, come back, and it’s done. It’s great."

Lynn

HubSpot Consulting
CRM Audit & Clean-up

Infographic showing benefits of a system featuring icons and text labeled: Automated Labeling Workflows, Merging Duplicates, Updated Records, Data Segmentation, Streamlined Reporting.

Problem: The existing CRM setup in HubSpot was cluttered with duplicate, outdated, and inconsistent data, hindering the team's ability to target effectively and maintain data integrity.

Solution: I initiated the project by conducting a thorough assessment of the CRM and collaborating with the team to define clear goals for the audit and cleanup process. Through data quality analysis, we identified key issues, developed a comprehensive cleanup strategy, and executed tasks like merging duplicates, updating outdated records, and segmenting the database. I also optimized workflows, created a reporting structure, and led training sessions to ensure the team's long-term success in maintaining CRM integrity.

Outcome: The CRM was cleaned, optimized, and aligned with the team's goals, leading to improved targeting and streamlined processes, along with documented procedures for future reference.

“I would highly recommend Melissa to any organization looking to improve the HubSpot environment or implement it from scratch!”

Mario

Marketing Operations
Marketing Automations

Pie chart showing total count of contacts by lead source: Sponsored Posts 25%, EO/Search 25%, Events 18%, Ads 15%, Social 11%, Webinars 6%. Labeled 'SQLs - Original Lead Source Detail.'

Problem: The marketing funnel lacked clear definitions of customer lifecycle stages, making it difficult to prioritize leads, track sources, and optimize marketing efforts efficiently.

Solution: I collaborated with the team to define and map out the customer lifecycle stages, ensuring clarity in the funnel. I configured automated workflows to manage these stages, implemented lead scoring criteria to prioritize leads, and set up source tracking automations for accurate attribution. I also developed reporting dashboards, provided team training on using the new systems, and established a plan for ongoing optimization based on performance data.

Outcome: The marketing funnel became more structured, with efficient lead management, accurate source tracking, and improved reporting. Regular optimization ensured continued performance improvements, enabling the team to leverage automation effectively.

"She set up automated workflows that saved us countless hours of manual work, making our lead source attribution process seamless and scalable.”

Katie

Demand Generation
HubSpot Nurturing Workflow

Flowchart titled 'Failed to Reach Nurture' showing a process. It starts with 'Disqualified Reason = Failed to reach,' followed by 'Delay 60 Days,' and 'Set SFDC Campaign.' Further steps include 'Send Email #1,' 'Have SDR Reachout,' 'Clicked Email,' and 'Did not click.' Possible actions include 'Delay 7 days' and 'Send email #2.'

Problem: The team struggled to effectively follow up with contacts in the database who didn’t respond to initial engagement, causing many leads to go cold due to a lack of nurturing.

Solution: I led a brainstorming session with the team to set clear objectives for multiple nurturing workflows that would re-engage cold leads and drive conversions. We segmented the audience based on demographics, behavior, and engagement levels, and I worked closely with the team to map relevant content for each group. I then designed a seamless nurturing workflow in HubSpot, incorporating personalized emails and dynamic content. We optimized the workflow through A/B testing, integrated it with ongoing campaigns, and set up performance tracking to monitor success. Additionally, I established a feedback process and created documentation and training materials for future management.

Outcome: The new nurturing workflow successfully re-engaged previously cold leads, significantly improving follow-up efforts. Personalization and strategic testing led to higher open and click-through rates, while performance tracking allowed for continuous refinement. The team now has a structured process to prevent leads from going cold and clear guidelines for managing nurturing workflows moving forward.

Portrait of a woman with blonde hair, smiling at the camera.

"Melissa is a phenomenal marketer—thorough, responsive, and organized—with the hustle and instincts to strategize, build, and execute high-impact lead nurture and conversion programs."

Lynn

Demand Generation
ABM Program Strategy &
6Sense Implementation

Diagram illustrating account-based marketing (ABM) strategy with elements like high value target accounts, ABM software, tailored messaging framework, and high value accounts, connected with icons and arrows.

Problem: The company lacked an intent-data-backed account-based marketing (ABM) strategy, making it challenging for the head of demand generation and the sales team to effectively target high-value accounts and align their efforts.

Solution: I worked closely with the head of demand generation and the sales team leads to conduct extensive research on ABM best practices and set clear objectives for the program. Together, we identified and segmented high-value target accounts, developed a tailored messaging framework, and planned the integration of 6Sense. After configuring 6Sense for account scoring, intent tracking, and personalized content, I led the development of targeted email campaigns.

Outcome: The ABM program provided a structured, personalized approach to targeting high-value accounts, leading to a stronger alignment between marketing and sales and a stronger brand awareness amongst our ICP.

Woman with red hair smiling at the camera.

“She set up our entire 6sense platform and laid out all our options, making it easy to choose a direction and move forward effectively.”

Calynn

Let’s work together!

Get in touch today and let’s put together a strategy that works as hard as you do.