Joshua Hitz

ABM & Revenue Programs

Project Overview

Merchant Centric is a customer feedback SaaS company where I led segmented marketing programs designed to improve lead quality, engagement, and revenue contribution. My work focused on HubSpot and Salesforce execution, lifecycle campaign development, account-based marketing programs, and performance reporting that helped the team make better decisions across the funnel.

Industry: Customer feedback SaaS

Employee Size: ~50 employees

Role: Marketing Manager

Focus: Lifecycle marketing, ABM, campaign reporting, HubSpot, Salesforce

Results: Generated $200K+ in revenue, increased MQL volume by 40%, and improved SQL engagement by 20%.

Challenge

Merchant Centric needed stronger marketing systems and more focused campaign execution to improve lead quality, support sales conversations, and create clearer visibility into performance. There was an opportunity to better connect lifecycle strategy, segmentation, automation, and reporting so marketing efforts could drive more measurable business impact.

Goal: Improve lead quality, strengthen lifecycle engagement, and create more measurable revenue impact from marketing programs.

What I Owned

I managed lifecycle and campaign execution across HubSpot and Salesforce, helping build segmented programs that supported both lead nurturing and account-based marketing efforts. My work included campaign planning, workflow execution, messaging coordination, reporting, and performance analysis in partnership with leadership.

These programs supported email campaigns, webinar promotions, paid initiatives, and targeted outreach aligned to customer segments and sales priorities. The focus was not just automation for its own sake, but building a more structured system for engagement, qualification, and performance visibility across the funnel.

Process

Segmentation and Setup

  • Audited contact and CRM data to support cleaner segmentation and campaign targeting.
  • Helped align HubSpot with Salesforce and supporting lead data sources.
  • Established the foundation for lifecycle workflows, campaign tracking, and performance visibility.

Campaign Execution

  • Built and managed segmented email campaigns, landing pages, and nurture workflows.
  • Supported account-based and persona-driven programs tied to customer interests and sales priorities.
  • Coordinated messaging and campaign assets across marketing initiatives.

Optimization

  • Monitored engagement and campaign performance across lifecycle programs.
  • Used testing, reporting, and behavioral insights to improve workflows and campaign effectiveness.
  • Refined campaign execution based on performance trends and business priorities.

Reporting and Alignment

  • Built reporting views that helped track engagement, funnel activity, and campaign contribution.
  • Shared results with leadership to support campaign reviews and future marketing decisions.
  • Helped connect campaign performance to broader sales and revenue conversations.

Results

Marketing programs generated $200K+ in revenue, increased MQL volume by 40%, and improved SQL engagement by 20% through stronger segmentation, workflow execution, and campaign reporting.