Canada / Remote consulting and delivery
I help Canadian B2B teams connect paid acquisition with the inquiries sales actually wants to receive. Targeting, offer clarity, landing pages and qualification are reviewed together, with Canadian and US journeys separated where they lead to different customer promises or commercial decisions.
A campaign can generate plenty of form activity without creating a useful sales pipeline. I start by defining the customer fit, service scope and first sales decision, then examine whether the targeting and page prepare the right audience for that step. The review uses inquiry examples as well as account reporting. For a Canadian team, cross-market activity also needs a deliberate boundary. A domestic offer and a US growth test may differ in currency, delivery coverage, proof or the people responsible for follow-up. I keep those differences visible in the campaign brief and reporting so a cheap lead from the wrong market does not look like evidence that the acquisition strategy is working.
Define who the campaign is for and which offer they will see. Use the actual delivery boundary rather than a broad national location setting alone. Where Canada and US activity share assets, confirm that the customer destination still answers the relevant market-specific buying questions.
Use service pages and form fields to collect information that changes the team's response. Keep the first inquiry manageable, and route it with its source and topic context. The customer should not need to complete a sales questionnaire simply because the campaign lacks a clear audience brief.
Agree the definitions of a reviewed inquiry, qualified opportunity and later sales outcome. Keep currencies, campaign periods and platform conversion measures distinguishable. This lets the team compare acquisition choices on a relevant basis instead of adding unlike lead counts from different markets into one headline.
The engagement is delivered remotely with marketing and the owner of inquiry qualification. It can cover a focused account and journey audit, a campaign-and-page brief or an optimization cycle. We agree the implementation rights, creative responsibility and reporting window so each recommendation has an owner and an evaluation point.
Agree the customer, selling market and business question. Review the available source material with the responsible owner, and identify inputs that would change the recommendation. The project begins with a shared brief rather than an assumed list of channel or technology tasks.
Set the outputs, approval points and implementation responsibilities. Separate what can proceed from work that depends on another decision. Keep the scope and change record visible so your team can review progress without reconstructing the project from messages.
Check the agreed deliverables against the original question, record the relevant findings and assign the next action. Where ongoing measurement is part of the scope, document the source, review window and owner before the project moves into the next cycle.
See how I approach the work before we define your project.
Explore the published project, the work delivered and the supporting evidence. See the business question, the decisions I made and the deliverables that moved the work forward.
Read the project caseYes, with a defined scope and separate market views. We establish which offers, audiences and conversion definitions are comparable before using a combined management summary to make budget decisions.
You work directly with me remotely, with written decisions, named review owners and agreed meeting windows. The proposal defines the outputs and implementation responsibilities around your team and the customer market being served.
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Marketing & Growth Consultant