Work / 03
Website · SEO · Paid · ABM · GTM · Measurement
Six workstreams, one owner
My employer, an IT services and BPM company, was demerged and listed on the Indian stock exchanges in June 2025. It needed its own digital presence, fast. I was the single marketing contact for the business heads and sales leaders: six workstreams, hands-on in each, with a team of three and an agency.
Outcomes, twelve to fifteen months in
30k+website users a month, from zero, at 55% engagement
0 to 24domain authority in a year
60k+LinkedIn followers, 37k added organically in 12 months
150+quality leads generated or influenced
$1M+new revenue from three of those leads
Newly listed, June 2025. Needs its own digital presence, fast.
The six workstreams
What I did myself in each, and who I worked with.
| Workstream | What I did myself | Worked with |
|---|---|---|
| Website and SEO | New domain: site structure, content plan, technical SEO, landing pages, tracking set-up. GA4 and Tag Manager from day one. | Web developers, writers, IT |
| LinkedIn company page | Calendar, posts, employee advocacy programme, reputation replies. 1.2M impressions at about 12% engagement. | Leadership, HR, design |
| Paid media | Campaign structure, keywords and audiences, budgets, copy, landing pages, weekly optimisation on Google Search, LinkedIn and Meta. | Sales leaders |
| Account-based marketing | 8+ campaigns at named enterprise accounts: account lists, content, LinkedIn and Google targeting, email, reporting. | Sales, business heads |
| Go-to-market content | Briefs, drafts and distribution of the positioning and thought-leadership pieces. | BCG team, leadership |
| Measurement | GA4, Tag Manager, CRM lead capture, metric definitions, board slides. One basis for every number. | IT, finance, leadership |
Timeline
May 2025New website liveOwn domain, GA4 and Tag Manager from day one.
Jun 2025Listing, paid search startsFirst campaigns for India and the US.
H2 2025LinkedIn and ABM pushPage growth, first named-account campaigns.
H1 2026Paid search rebuiltAccount taken in-house and rebuilt. Case 02.
2026Board reportingOne set of metric definitions used in every review.
How the numbers get made
The weekly report and the board slides come from the same pipeline, so nobody argues about which number is right.
1APIsGoogle Ads API, GA4 Data API, LinkedIn Ads API.
2Python scriptMine. Pulls campaign by month and channel by month. Replaces names with neutral labels where a report leaves the building.
3Three tablesPaid search, website by channel, LinkedIn. One row per month.
4Looker StudioThree sources, calculated fields for CPC, CTR and engagement rate so every chart uses one definition. Four pages.
5Weekly reportSix plain slides, read in five minutes: spend and clicks, enquiries, website, what changed, next week, definitions.
Rules that came out of this
- Leads are counted once, by what the person wrote and their designation, never by activity.
- Paid is credited next to organic in every growth slide, with the formula and inputs shown for any derived number.
- No traffic number without a page breakdown and a like-for-like comparison, after a headline growth figure turned out to be mostly employee logins.
- A week with no leads is said in words, never hidden in a column of zeros.
The live four-page dashboard and the weekly deck can be shown on a call, with names removed.