Marketing Operations
Outbound + Inbound Engine
The CRM, four-persona outreach, and LinkedIn editorial OS that fills the room.
Project Overview
Built the demand engine behind Zenith's executive event series. Apollo.io CRM, a four-persona outreach system, LinkedIn editorial OS, and HubSpot pipeline the internal team now runs end-to-end.
The Challenge
A world-class event format still needs a room. Zenith had no CRM of record, no segmented prospect data, and no way to make the founders' expertise visible at the pace the market moved.
My Role
What I owned end-to-end.
- 01Apollo.io CRM buildout, segmentation, and sequences
- 02Four-persona prospect framework and copy library
- 03LinkedIn editorial system and founder ghostwriting
- 04HubSpot pipeline design and post-event automations
- 05Monthly analytics reports to leadership
Strategy
The thinking before the doing.
Personas before sequences
Built a four-persona framework, Broker, TPA, CFO/HR Director, Direct Primary Care Physician, with distinct messaging tracks so every send sounded like it was written for one person.
Inbound through founder voice
Treated LinkedIn as the proof layer, making the founders' point of view visible so outbound had something credible to land into.
Campaigns in four phases
Every event runs on a 29-day Announce · Educate · Convert · Retain campaign across LinkedIn, Apollo email, and Eventbrite, with 30-post monthly social calendars and three caption variations per post.
Execution
How it actually got built.
Three workstreams that turned the strategy into a working system — with the artifacts to prove it.
Apollo outbound sequences
Multi-step sequences with conditional logic per persona, a segmented contact database, and an event-registration pipeline integrated from invite to check-in.
LinkedIn editorial system
Monthly editorial themes, post templates, and a draft-review-publish workflow that turned founder time into consistent output.
CRM & HubSpot integration
Built HubSpot contact and deal pipeline, synced event attendee records between Apollo and HubSpot, and created automated post-event follow-up workflows with leadership dashboards.
Deliverables
What was handed over.
- 01Apollo.io database, segmentation, and 3 sequences
- 02Four-persona prospect framework and copy library
- 03LinkedIn editorial calendar & templates
- 04HubSpot pipeline, stages, and post-event automations
- 05Monthly analytics reports to leadership
- 06Outreach kit · proposal & positioning
Selected Artifacts
Outcome
A marketing engine the internal team runs end-to-end, holding 40%+ cold outbound open rates and feeding a segmented pipeline into every event.
40%+
Cold outbound open rate
4
Buyer personas defined
3
Email sequences built