Data Analytics

HubSpot is a core part of my marketing strategy, enabling me to build targeted automation journeys and nurture campaigns driven by audience behaviour. I use HubSpot to segment large datasets, score leads based on engagement and personalise messaging at scale. Its analytics tools allow me to track open rates, click-through patterns and lifecycle stages—using performance data to continually optimise conversion pathways and improve marketing ROI.

Google Analytics provides the behavioural insights behind my campaign decisions. I analyse key metrics such as traffic sources, user intent, engagement flow and conversion performance to understand how audiences interact with websites and landing pages. This data highlights what’s working and where optimisation is needed—informing content strategy, UX decisions, SEO improvements and paid media performance. The goal is simple: use insights to drive smarter strategies and stronger results.

Pardot allows me to align marketing and sales through intelligent automation. I use it to deliver highly tailored B2B campaigns that speak to complex buyer journeys across long sales cycles. By integrating Pardot with CRM systems, I track engagement scores, trigger personalised follow-ups and support business development teams with qualified, sales-ready leads. This data-driven structure ensures that every touchpoint has purpose and supports pipeline growth.

ON24 plays a key role in driving engagement and generating qualified leads through live and on-demand webinars. I use ON24’s analytics to measure audience behaviour in real time—tracking engagement scores, poll responses, resource downloads and viewing duration to understand intent. These insights shape post-webinar nurturing strategies and inform future content direction. By integrating ON24 with CRM and automation platforms, I ensure webinar performance translates into actionable follow-up and pipeline growth.

Salesforce supports full-funnel visibility across campaigns, allowing me to track how marketing activity contributes to pipeline and revenue. I use Salesforce to analyse lead quality, monitor campaign influence and align workflows between marketing and sales teams. With detailed reporting and data tracking, Salesforce ensures transparency and accountability across the customer journey—helping prioritise opportunities and refine targeting strategies based on performance metrics. This integration enables truly data-driven decision making from first touch to deal close.

LinkedIn Campaign Manager enables precise targeting of professional audiences, making it a key platform in my paid media strategy. I use it to run data-driven campaigns that combine audience segmentation, message testing and conversion optimisation to drive high-quality lead generation. By analysing metrics such as CTR, CPC, engagement rate and lead form performance, I continuously refine targeting criteria and creative assets to maximise ROI. This platform is especially valuable for reaching decision-makers and building brand authority in competitive B2B markets.