First, the website was rebuilt
The original site was really built for people who were already customers. Almost everyone who found it on Google already knew the name (about 91% of search traffic was branded). Search barely brought anyone new in, and most visitors left before they scrolled.
Rebekah rebuilt it in about three weeks: cleaner design, clearer messaging, a better search setup, and real ways for buyers to make contact. An AI chat assistant, ten languages, industry-specific pages, case studies, and a regular blog followed.
The effect was a shift in who was arriving. Instead of only existing contacts, buyers searching for logistics help started discovering the company. Branded search dropped from about 90% of traffic to closer to 60%, meaning 40% is now audience that had never heard of the brand. The site was also positioned to surface in AI search, not just Google.
Then the advertising was made to pay its way
Rather than chasing clicks, campaigns were connected to real sales opportunities. Every dollar of spend traced back to roughly 349 dollars of pipeline, and the math was kept deliberately conservative. That is pipeline rather than money in the bank, but the return is a strong one.
Campaigns ran across Google, LinkedIn, YouTube, and display, using intent data from 6sense to reach the right companies at the right moment.
Rebekah also built an account-based program: identify the highest-value target companies, determine which are genuinely in market, and run focused 30-day campaigns against the accounts closest to a decision, with email follow-up and everything tracked in Salesforce. It worked quickly. One retail campaign doubled its qualified leads within days, and the program produced a double-digit number of enterprise opportunities within a few months.
Then the gap between marketing and sales was closed
Getting leads in the door was never the hard part. What happened to them next was. Leads arrived through different systems, tracking was thin, and a deal could move from first touch to active without marketing ever knowing.
Tracing how leads moved from marketing to sales surfaced substantial inbound opportunity that had stalled, been dropped, or been disqualified too soon. So the tracking was built to fix it: dashboards, clear lead sources, a full view of every lead from first touch to closed deal, alerts when follow-up was slow, better routing, and regular pipeline reviews.
was all it took for a meaningful share of stalled pipeline to start moving again, once everyone could see the numbers and knew they were accountable for them.
Then something built to last
As the remit grew, the planning shifted from campaigns to systems. A central function owns strategy, messaging, tracking, and tooling. Regional counterparts across North America, Asia-Pacific, Latin America, and Europe handle local execution and work hand in hand with sales.
Marketing was organized around the industries the business actually sells into: retail, aerospace, AI infrastructure, data centers, semiconductors, energy, and chemicals. That approach produced major opportunities with leading technology, retail, and aerospace companies. It runs on connected tools (Salesforce, 6sense, Google, LinkedIn, and others) so demand can be found, the right people reached, leads captured, and marketing's contribution measured.
It is no longer a solo effort. Rebekah made the case for investment using the revenue the work had already driven, supported a direct report into a promotion, and continues to scale the function.