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Client Snapshot
Company: Constrafor (construction fintech & procurement)
ICP: Mid-market & enterprise General Contractors; tier-1 subs (MEP, concrete, interiors)
Core Offers: Vendor prequalification & compliance automation; Certificates of Insurance (COI) workflows; Early Pay financing
Channels: HubSpot Marketing, Segment, Clearbit, Clay, Apollo, Instantly, Google Ads, LinkedIn Ads
Campaign Duration / Media: 6 months / $94K (Google ≈ $47K, LinkedIn ≈ $47K)
Goal: Increase Demos & increase quality of Leads
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Overview

Over 6 months, I installed a predictable GTM engine for Constrafor working with their Marketing Director, turning priority General Contractors & top subcontractors into qualified sales conversations and revenue-ready pipeline. The system combined role-specific messaging, ABM outbound, and paid media

The Problem

Inconsistent demo flow from paid; weak outbound motion.
Broad targeting (Ops vs Finance vs Compliance).
Complex buying committees caused stalls at compliance/legal.
CAC creep from competitor bidding & creative fatigue.
Leaky funnel: unclear MQL→SQL criteria and slow sales follow-up.
Complex buying committees caused stalls at compliance/legal.

The Solution

1) ICP, Messaging, & KPIs by Role
- Tiered ICP by revenue, company size, compliance burden.
- Role-specific value props:
- Ops: fewer vendor onboarding steps, faster project start.
- Finance: cash-flow unlock via Early Pay; cost-to-serve reduction.
- Compliance: audit-ready, COI gaps closed, risk exposure down.
- KPI guardrails per motion (SQLs, show rate, opp rate, CAC, payback).
2) ABM Outbound (multi-threaded)
- Sequenced path: Benchmark study → ROI one-pager → Webinar → Pilot.
- Clay + Clearbit for firmo/technographics, persona mapping, buying-committee threading.
- Instantly/Apollo for deliverability-safe sending; warming, custom merge fields, reply routing.
- Reply handling routed to SDRs with objection libraries (finance vs legal vs ops).
3) Paid Rebuild (Intent Clusters)
- Google: three clusters with separate budgets & tCPA: Prequal, COI/Compliance, Early Pay.
- Phrase/Exact core terms, dynamic sitelinks by persona, negative buildouts to cut waste.
- LinkedIn: persona-led Lead Gen Forms by job function (Ops/PM, Compliance/Risk, Finance).
- Short LGF (3–5 fields), auto-fill, offer-matched creative (ROI one-pager vs webinar).
Creative refresh cadence every 3–4 weeks to prevent fatigue.
4) Education → Conversion Engine
- Monthly webinars per function (Ops, Finance, Compliance).
- 3-touch show-rate booster (calendar ICS, SMS reminder, “starting now” email).
- Post-webinar: ROI follow-ups with role-specific case snippets & pilot CTA.
5) Pipeline Ops & Governance
- Clear MQL→SQL gates, owner SLAs (24-hr first response), and reason codes for disquals.
- Live Salesforce/HubSpot dashboard (SQLs, opps, CAC by channel/cluster, show rate).
- Weekly RevOps standup: creative, keywords, list health, and objection trends.

Results (Before → After)

SQLs (6 month): 188
Pipeline Created: $4.2M
CAC (blended): $1,900 → $1,180 (–38% vs prior 6 months)
ROI:LTV/CAC: ~19.1:1

Contact me for your next project

Location:

United States
Tampa Bay, FL

Contact

+999 23654 2654

Houstonbui45@gmail.com

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