Context
I led demand generation for Google Maps Platform, the geospatial business I ran in-house at Lepton Software. I owned the number from inside the company, working alongside sales and product rather than as an outside vendor. The platform was strong, but its buyers did not sit in one neat segment: the same product had to reach large enterprises, SMBs, and funded startups, each with a different budget, buying cycle, and reason to care.
The constraint
One motion could not serve every segment, and the motions that did exist were scattered across channels with no engine connecting them. Spend went out, leads came in, but nothing tied a search to a field event to a nurtured opportunity to recurring revenue. There was no single view of which segment or motion actually produced qualified pipeline, so it was hard to know where to expand next.
What I built
I built a product-led demand engine that expanded the market across segments and ran end to end, from the first journey-mapping touch through to recurring revenue:
- Segment expansion across the full market: enterprise prospects, SMBs, and funded startups, each with messaging, offers, and a buying journey mapped to how that segment actually evaluates and adopts.
- Product-led growth, end to end: journey mapping that connected first touch to activation, expansion, and recurring revenue, so demand was measured by revenue retained, not just leads booked.
- Global field marketing: I ran field marketing initiatives worldwide for stronger brand presence, including 9 global and 7 domestic events, then wired the follow-up into nurture so pipeline kept moving after the room emptied.
- Multi-channel acquisition: paid to reach in-market buyers, SEO to compound intent search, and email automation so every inbound and event contact entered a nurture track instead of going cold.
- ABM targeting priority accounts with account-level messaging, which converted 2.4x higher than generic outreach.
- AI across the workflow: account research, content drafting, outbound personalization, and reporting ran with AI tooling, which is how one operator covered this much ground at pace.
The connective tissue mattered more than any single channel. Because segments shared one mapped journey, field events fed nurture, and nurture fed ABM, the same buyer could be worked across motions toward recurring revenue instead of being touched once and forgotten.
The numbers
Over eight months the engine grew qualified pipeline 86%. ABM converted 2.4x higher than generic outreach, which is why priority accounts got the account-level treatment. Across the 16 events I ran, post-event SQL conversions rose 27% once the nurture tracks were in place.
What transfers to your company
The lesson is not "run more channels." It is that a market expands when one mapped journey carries every segment toward recurring revenue, instead of each segment and channel living in its own silo. Map the journey first, from first touch to retention, then expand segment by segment as each motion proves out, and point ABM at the accounts worth the extra effort. The 2.4x ABM result is the honest reason to be selective about where personalization goes, not to spread it thin across everyone.