Real cases, not vanity metrics

Paid activity was mostly sporadic, one-off campaigns, which limited consistency, learning, and scalability. In addition, tracking and data foundations were not strong enough to steer paid toward revenue impact, and the connection between paid, CRM, and customer data needed to be established.

Implemented an always-on paid operating model with clear structure for targeting, messaging, creative iteration, and budget governance. Significantly improved tracking and measurement so decisions could be made with greater confidence. In parallel, we initiated and are progressing the integration work between paid, the CRM, and the CDP, laying the groundwork for smarter audience strategies and a clearer link between paid efforts and commercial outcomes.

Paid is now run as a consistent growth engine rather than isolated campaigns, with stronger tracking to support better decisions and faster iteration. With CRM and CDP integration underway, Novonesis is moving toward a more revenue-focused paid setup with improved audience quality and clearer impact over time.

Impulso needed a HubSpot setup that could support Sales and Service with consistent processes, ownership, and reporting, without becoming overly complex in daily operations.

Designed and implemented HubSpot from the ground up across Sales and Service. Established pipelines, lifecycle logic, permissions, automation, and reporting standards to ensure the setup was scalable and adopted across teams

A structured and sophisticated HubSpot foundation is now operational across Sales and Service, improving consistency, visibility, and execution.

Launching a new brand meant building demand quickly while simultaneously establishing the systems, processes, and data needed to scale. Paid media needed to drive results from the start, but with clear measurement and alignment across marketing and sales.

Built and led the paid media program across platforms, including support for an in-house programmatic setup, with a performance-led operating cadence across targeting, creative, and budgeting. In parallel, designed the CRM and lifecycle structure, marketing and sales operations, and reporting foundations to ensure paid performance translated into pipeline and revenue visibility.

Paid became a consistent growth driver and supported a period of strong commercial performance with improved results year-on-year. At the same time, a scalable CRM, operations, and data foundation is now in place to sustain momentum across teams.

Paid channels were generating volume, but qualified demand was expensive and inconsistent. The goal was to reduce cost per qualified lead while increasing the share of pipeline and revenue influenced by paid.

Rebuilt paid structure and targeting across channels, tightened conversion paths and qualification logic, and implemented a more disciplined testing cadence around messaging and creative. Introduced clear reporting to separate volume from qualified impact.

Cost per qualified lead decreased by ~77% in the first months, while qualified pipeline and sales reached the strongest period to date. A clear operating rhythm for paid is now in place and still scaling.