Background
HubSpot tracked early engagement but attribution signals were weak. Paid, organic, and cold leads all appeared identical in the CRM — confusing prioritization.
The challenge
Sales needed attribution enriched with marketing context to prioritize revenue-driving conversations.
What I built
- HubSpot to BigQuery sync using Fivetran
- Attribution enrichment with Google Ads, Meta Ads, and GSC data
- Reverse ETL to push enriched fields back into HubSpot
- Lead scoring based on source quality and intent signals
The outcome
Sales reps instantly saw which leads came from high-intent paid search vs low-priority organic, improving closing efficiency and revenue prioritization.
Sales stopped wasting time on low-quality leads and focused energy on prospects most likely to convert.