Generating $1M+ in Closed-Won ARR
The challenge
Pearl needed to increase demo volume without sacrificing lead quality.
Generating more form submissions alone would not solve the problem. The campaign needed to create genuine urgency among dental-practice decision-makers while ensuring that Sales received prospects who met Pearl’s qualification requirements.
It also needed to operate as one coordinated system. The offer, creative, landing page, paid media, email, routing, internal notifications, fulfillment, and revenue attribution all had to work together.
The campaign
I developed Summer with Pearl, a seasonal campaign offering an inflatable paddleboard to qualified dental professionals who completed a product demo.
Eligibility was limited to relevant decision-makers and influencers at dental practices in the United States and Canada, including dentists, practice owners, practice managers, and front-office leaders.
The concept gave the campaign a distinctive story and a timely reason to act. More importantly, it was designed around a meaningful business action: completing a qualified product demonstration.
What I owned
I served as the campaign manager from initial concept through revenue reporting and fulfillment.
My responsibilities included:
Developing the campaign concept, positioning, and offer
Leading the campaign’s creative direction
Designing and developing the campaign landing page
Creating the email campaign
Developing paid campaign assets for LinkedIn and Meta
Creating organic campaign assets for LinkedIn, Facebook, and Instagram
Building the supporting workflows and campaign automations
Managing launch, monitoring, and ongoing iterations
Collecting feedback from Sales throughout the campaign
Coordinating paddleboard purchasing and fulfillment
Monitoring downstream pipeline and closed-won revenue
The campaign was not treated as an isolated promotion. It was built as a connected acquisition and follow-up system spanning Marketing, Sales, Revenue Operations, and fulfillment.
The systems behind it
The campaign infrastructure connected Unbounce, HubSpot, RevenueHero, Ramp, and Slack.
Unbounce supported the campaign experience and conversion path. HubSpot managed campaign data, attribution, and downstream reporting. RevenueHero and HubSpot supported qualification and routing in coordination with Sales. Ramp and Slack helped operationalize purchasing, internal communication, and fulfillment.
UTM tracking connected campaign responses to Pearl’s established reporting environment. HubSpot then tied marketing-owned form submissions to associated accounts and downstream closed-won deals.
This made it possible to evaluate the campaign based on revenue—not simply clicks, form submissions, or surface-level engagement.
The result
Summer with Pearl generated more than $1 million in closed-won annual recurring revenue attributed through Pearl’s internally approved reporting.
The campaign ran from June through August 2025, with most associated revenue closing by the end of September.
The result was reviewed internally by Pearl’s C-suite, VP of Marketing, EVP of Revenue, and Senior Director of Revenue Operations. The campaign remained within established customer-acquisition-cost guardrails, and hundreds of paddleboards were ultimately fulfilled to qualified participants.
Why it worked
The campaign succeeded because the promotional idea was only one part of the system.
Creative, channel execution, audience qualification, lead routing, Sales follow-up, operational fulfillment, and revenue reporting were designed to support the same outcome. Rather than stopping at lead generation, the campaign connected the original marketing interaction to closed-won revenue.
That combination turned a seasonal giveaway into a measurable revenue campaign.