AVTECH Software (Room Alert) | Hardware + SaaS
AVTECH had strong products but lacked a modern growth engine: an antiquated CRM, no structured outbound motion, poor website conversion paths, and fragmented tracking across ads, ecommerce, quote requests, and offline sales. I led a performance marketing and CX overhaul designed to increase qualified demand and improve revenue visibility. This included optimizing Google Ads, rebuilding homepage messaging and CTAs, improving quote-request tracking, developing cold outbound workflows, introducing AI-assisted reporting, and creating the foundation for HubSpot/lifecycle integration.
Challenge
AVTECH had strong demand and product-market relevance, but lacked the growth infrastructure to convert that demand into a traceable, predictable pipeline. The company had an antiquated CRM, no structured outbound motion, limited ICP clarity, weak retargeting, fragmented attribution, and underperforming website conversion paths. Media performance across Google Ads, GA4, ecommerce, quote requests, and offline sales was difficult to connect to actual pipeline, orders, or recurring revenue.
APPROACH
Modernized AVTECH’s growth engine across website CX, paid media, attribution, ICP strategy, outbound, and revenue operations. I clarified priority ICP segments, overhauled front-page messaging and CTAs, optimized Google Ads around higher-intent conversion paths, improved quote and revenue tracking, and built the foundation for cold outbound and lifecycle-based sales follow-up. The work connected fragmented demand signals across GA4, Google Ads, ecommerce, quote requests, and offline sales into a more measurable path from traffic to pipeline to revenue.
IMPACT
Created the foundation for a more predictable and accountable growth system. The overhaul gave AVTECH clearer visibility into which audiences, campaigns, products, and conversion paths were producing qualified demand. Instead of treating website traffic, ad spend, quotes, ecommerce orders, and sales follow-up as disconnected activities, the new framework helped tie them into a measurable revenue pipeline. Key impact inputs: * Led 30% growth in MRR within 6 months * Improved front-page CX with stronger positioning and higher-quality CTAs * Created clearer ICP segmentation across facilities, IT, operations, safety, manufacturing, warehouse, and critical environment buyers * Improved Google Ads structure, conversion tracking, and performance measurement * Strengthened quote-request attribution across Google Ads, GA4, ecommerce, and offline sales * Built a clearer view of quote value, expected order value, ROAS, CAC, and pipeline contribution * Developed cold outbound workflows where none previously existed * Created AI-assisted research and reporting workflows to improve speed, visibility, and decision-making * Built the foundation for HubSpot/lifecycle integration and cleaner MQL-to-SQL handoff * Helped shift marketing from activity-based reporting to revenue-accountable growth
Tools
Hubspot
Google Ads
Clay
Claude AI
