K-TIG.

K-TIG sold advanced keyhole welding systems into aerospace, defence and heavy industry. They had every HubSpot hub they could buy (Sales, Marketing, Service, CMS) and almost no strategy underneath. Every deal funnelled to a single rep. Data entry was ad hoc. Reporting was vibes. Marketing leads sat in inboxes instead of pipelines.

The investment was real. The return was invisible. They needed someone to come in and rebuild the thing for the way they actually sold.

I led the rebuild from the Refuel side as Digital Marketing Manager, with a team of four. Five workstreams ran in parallel.

• Data hygiene. Stripped the obvious mess. 132 duplicate properties removed.
• Sales pipeline redesign. Clear lifecycle stages, automated deal creation, marketing leads auto-allocated to the right rep instead of dying in one inbox.
• Knowledge base and service. Multi-tier access for public, prospect, customer, distributor and internal users. AI chatbot for 24/7 first-line support.
• Marketing hub overhaul. New landing pages with content offers, automated lead scoring and segmentation, paid and social tracking joined up to the CRM.
• Reporting infrastructure. 307 custom reports across 17 dashboards. The leadership team could finally see pipeline health, conversion rates and attribution without asking three people to export to Excel.

172% increase in website leads in three months. 45% lift in traffic over the same window. Session-to-contact rate up 1.5x. Form submissions running at 40+ a month against a baseline of close to nothing meaningful.

The work won the HubSpot Impact Award for Platform Excellence in 2023. My third Impact Award, after two in 2020 for a SaaS subscription rebuild (Grow Better: Sales and Integrations Innovation). More importantly, K-TIG could forecast sales for the first time, and their marketing investment finally had a number next to it.