CASE STUDIES
Connecting strategy, execution and measurable commercial outcomes.
PROPERTY INVESTMENT
I built a CRM-led revenue engine to improve lead quality, speed up the progression of leads through the funnel and connect marketing investment with attributable pipeline growth.
BRAND CHALLENGE
Outperforming in a highly competitive sector without overspending across paid channels.
Escalating competition and media costs created pressure to generate more qualified opportunities while improving efficiency across the marketing mix.
AUDIENCE CHALLENGE
Different buyer groups required tailored experiences.
First-home buyers, owner occupiers and investors entered the journey with different motivations, budgets and information needs.
DATA CHALLENGE
How could intelligent CRM processes do the heavy lifting?
How could intelligent CRM processes qualify leads before passing them to agents, while delivering bespoke content and nurture streams tailored to each buyer persona?
CONTENT CHALLENGE
Could HubSpot be used to deliver highly targeted content throughout the buyer journey?
Could HubSpot be used to create and deliver highly targeted content specific to where each lead sat within the buyer journey?
CAMPAIGN DESIGN
Search
Capture high-intent search demand across core property investment and buyer keywords.
Paid Social
Reach and engage high-value audiences with tailored offers and content at scale.
SEO
Build organic visibility and attract sustainable traffic across key property investment topics.
CRM & Nurture
Automated nurture journeys delivering relevant content based on buyer intent and stage.
Landing Pages
High-converting pages aligned to intent, campaign and buyer destination.
Attribution
End-to-end visibility connecting marketing activity to pipeline and revenue outcomes.
RESULTS
per month
MQL TO SQL CONVERSION
LEAD AGEING
PIPELINE REVENUE
ENTERPRISE DATA CENTRES
I delivered a series of account-based marketing programs spanning complex buying committees and extended procurement cycles. The programs combined intent-led targeting, bespoke nurture journeys, content and UX design, with attribution-led optimisation to maximise pipeline progression and commercial impact.
BRAND CHALLENGE
Low market awareness in a highly technical category.
NEXTDC needed to elevate brand salience and differentiate in a crowded, B2B infrastructure market dominated by incumbents.
AUDIENCE CHALLENGE
Complex buying committees with many stakeholders.
Buying groups included IT, Facilities, Finance, Risk and Executive leadership — each with different priorities and information needs.
DATA CHALLENGE
Fragmented data and limited visibility across the funnel.
Siloed data, poor lead quality and inconsistent tracking made it difficult to measure impact and optimise for pipeline progression.
CONTENT CHALLENGE
Overly technical content that didn’t drive engagement.
Content was product-focused and not tailored to stakeholder priorities, limiting engagement and slowing movement through the funnel.
CAMPAIGN DESIGN
Account-Based Strategy
Targeted high-value accounts with tailored messaging for each stakeholder group.
Intent-Led Targeting
Used intent data to identify in-market accounts and time engagement.
Channels
Search, LinkedIn, content syndication and personalised landing experiences aligned to enterprise buying journeys.
Bespoke Nurture Journeys
Multi-touch nurture streams aligned to stakeholder needs and buying stages.
Content & UX Design
Created role-specific content and optimised landing pages for engagement and conversion.
Attribution-Led Optimisation
Closed-loop reporting and continuous optimisation to lift pipeline velocity and quality.
RESULTS
Influenced and generated more than $2M in closed won revenue.
Delivered senior contact cost per lead of $145 against a target of $300+.
ALTERNATIVE INVESTMENTS
The audience included both non-bank borrowers and high net-worth investors. I built a multi-touch lead nurture engine that combined PR and publicity, field marketing, webinars, corporate hospitality, industry sponsorships and bespoke content to build a pipeline of qualified opportunities for the sales team.
BRAND CHALLENGE
Awareness was concentrated within Sydney and Melbourne
Existing awareness was heavily weighted towards Sydney’s eastern suburbs and established Melbourne markets, creating a need to expand consideration into regional and national investor audiences.
AUDIENCE CHALLENGE
Distinct investor groups required different experiences
The audience included both non-bank borrowers and high net-worth investors, each with different motivations, information needs and decision-making processes.
DATA CHALLENGE
Investor insights didn’t inform real-time decision making
Investor insights weren’t used to prioritise audiences and optimise campaigns in real time.
CONTENT CHALLENGE
Education-led investment decisions
Investment decisions required trust, education and evidence delivered through multiple content formats over time.
CAMPAIGN DESIGN
Family Offices
Targeted outreach and relationship building with family offices and private wealth advisors.
Accountants
Strategic engagement with accounting firms and advisors to build awareness and referrals.
New HNW Investors
Nurture journeys for new high net-worth investors entering the alternative market.
PR & Publicity
Media relations and thought leadership to build credibility and market visibility.
Events & Corporate Hospitality
High-impact events and hospitality to educate and strengthen relationships.
Investor Nurture
Multi-touch nurture programs to stay top-of-mind and move investors forward.
RESULTS
NATIONAL PROPERTY PORTFOLIO MARKETING
I created campaign consistency across five divisions and agent networks through a self-service media buying platform, built dynamic behavioural nurture programs, and managed the rollout of 10 websites across Australia and New Zealand.
BRAND CHALLENGE
Fragmented campaign execution across divisions and agents.
National consistency was difficult to maintain while supporting local requirements and agent needs.
AUDIENCE CHALLENGE
Multiple stakeholder groups required different experiences.
Agents, vendors, occupiers and developers each had distinct priorities and expectations.
DATA CHALLENGE
Siloed reporting limited visibility.
Performance data varied across divisions, making optimisation and benchmarking difficult.
CONTENT CHALLENGE
Inconsistent digital experiences.
Legacy websites and fragmented execution created operational complexity and variable user experiences.
CAMPAIGN DESIGN
Behavioural Strategy
Data and insights used to understand audience intent and prioritise engagement.
Dynamic Nurture
Personalised journeys that nurture interest and move audiences forward.
Self-Service Media Buying Platform
Empowered teams to plan, activate and optimise campaigns in real time.
Performance Optimisation
Continuous testing and optimisation to improve results across channels.
Multi-market Execution
Consistent brand experience delivered across Australia and New Zealand.
Attribution & Reporting
Closed-loop reporting connected activity to pipeline and commercial outcomes.