Marketing Operations·May 12, 2025
Marketing Operations — Part 2: Data & Analytics
Identifying the right data points, consolidating them across systems, building meaningful dashboards and enabling smarter decisions through reporting and forecasting.
Blog
Notes on B2B marketing, lead management & operations.
Articles I originally published on LinkedIn — collected here so they are easier to read, share and reference.
Marketing Operations·September 14, 2024
Marketing Operations — Part 1: The not-so-shiny backbone of marketing
What marketing operations actually does — process design, campaign enablement, planning and the tech stack that powers a modern B2B marketing team.
Email & Database Marketing·November 27, 2022
Email Nurturing & Database Marketing — Part 2
How to segment your database, build governance for your email marketing efforts, and design nurture flows that scale.
Email & Database Marketing·June 24, 2022
Email Nurturing & Database Marketing — Part 1
What database & nurture marketing is, who you need on board, and how to steer it with the right KPIs — lessons from building Celonis' global email marketing team.
Events & Demand Gen·March 2, 2021
Driving +10k people to a virtual conference within 7 weeks
A best-practice guide for promoting a large-scale virtual conference, based on running Celosphere Live 2020 at Celonis.
Lead Management·December 23, 2020
How to prioritize marketing leads via automated lead scoring & grading
A practical introduction to lead scoring & grading for B2B marketers — including MQL thresholds, common pitfalls and learnings from scaling the process at Celonis.