Robert McClees — Demand Generation & ABM

Revenue
Marketing
& GTM Systems

Robert

McClees

Signal stacks that surface accounts already in market

Competitive DisplacementIndustry TargetingClosed-Lost Re-EngagementProduct Launch CampaignsWebinar ActivationSignal Stack MotionsRegional Plays

AboutME

I build demand gen and GTM systems that create pipeline.

At HubSpot I ran revenue marketing programs that scaled program revenue from $2M to $10M ARR. They worked because they were targeted, surfacing the right accounts at the moment they were ready to buy.

Buyers get hit from every channel, and most teams answer with more volume. More spend, more sends, more noise. The teams that win read the signals buyers already give them, aim the program at the accounts showing them, and instrument every touch so pipeline is traceable back to what produced it.

Looking to work with B2B teams scaling pipeline, especially where the motion is being built rather than inherited. Open to revenue marketing, demand gen, and GTM roles.

TheSYSTEM

One end-to-end flow, from who's worth winning to what happens after the handoff.

ICP

The account set worth spending on.
Firmographics, GTM motion, and martech maturity scored 1-10, so budget concentrates where it converts.

Account Research

Automated enrichment and deep account research with Claygent and Claude.
Replaces manual research and saves hours per list.

Signal Stack

Source the data that actually signals buying intent.
First-party: page visits, content depth, phone connects, renewal windows. Third-party: technographic, hiring, leadership change, funding.

Channel Marketing

Field, webinar, paid, organic, email, and outbound aimed at one account list, sequenced so each channel warms the next.
The account sees the same narrative everywhere it looks, and outbound lands on someone who already recognizes the name.

Routed to Sales

Trigger fires, why-now line generated.
Contacts enrolled in sequence, BDR alerted immediately.

Lifecycle Triggers

Accounts that aren't ready go to nurture until the signals change.
Behavior moves contacts between tracks, decay pulls back accounts gone cold, and the score threshold fires the handoff.

Run at HubSpot · Revenue Marketing · 2022–2026

$0M → $0M

ARR Scaled

+0%

YOY Deal Growth

Meetings Booked

SelectedWORK

Details abstracted for confidentiality

Demand Generation · Multi-Channel Orchestration · Intent Signals

$1.5M in 60 Days: Orchestrating a Product Launch Into Pipeline

Built the intent signal stack behind a product launch and timed every channel to a single priority account list.

$1.5M pipeline in 60 days.

Demand Generation · ABM · Vertical GTM

Renewal Timing as a Trigger: Building a Regional Demand Program From Zero

Paired competitor renewal timing with fit scoring so accounts routed to BDRs at the moment switching was on the table.

+50% pipeline growth in one quarter.

How ITHINK

The frameworks behind the work — how I decide who to target, when to reach them, and which programs to build.

Create. Capture. Convert.

3 stages · channel allocation

CREATE

Build demand that doesn't exist yet

· Content, technical education, POV
· Events, webinars, executive roundtables
· Partner and co-marketing programs
· ABM ads and outbound into target accounts

Most of your market isn't looking yet

→

CAPTURE

Harvest demand already in market

· Search, review sites, comparison content
· Website conversion paths
· Retargeting and inbound routing

Cheaper per lead, capped by market size

→

CONVERT

Turn interest into pipeline

· Lifecycle nurture and email programs
· Sequences and sales handoff
· Enablement so sales runs the play

Where most programs leak

The Demand Mix

Create builds demand that doesn't exist yet. Capture harvests demand already in market. Convert turns both into pipeline.

Use when

Allocating budget across channels, diagnosing why pipeline has plateaued, or building a demand program where no motion exists yet.

01 / 03 · Create. Capture. Convert.

Engagement × Fit.

2 × 2 matrix

High engagementLow engagement

DISQUALIFY

Active but not your buyer. Let them self-serve.

Tactics: self-serve content, product-led nurture, suppress from paid

Recycle to nurture, no rep time

STRIKE NOW

Right account, showing intent.

Tactics: 1:1 outbound, exec-to-exec intro, tailored demo, direct mail

Same-day 1:1, exec engagement

IGNORE

No fit, no signal. Suppress from paid and outbound.

Tactics: exclusion lists, no spend, quarterly firmographic refresh

Revisit only if firmographics change

BUILD DEMAND

Right account, wrong time. Programmatic reach, ABM ads, nurture until a signal appears.

Tactics: ABM ads, field events, thought leadership, signal-triggered sequences

This is where most of your TAM lives

Low fitHigh fit

The Signal Matrix

Fit tells you who's worth winning. Engagement tells you who's paying attention. The quadrant sets the play, and the budget.

Use when

Prioritizing an account list, allocating spend between demand creation and demand capture, or deciding where to spend the next campaign dollar or rep hour.

02 / 03 · Engagement × Fit.

Structure before copy.

5 layers · top-down

WHO

ICP & Persona

Who we're talking to and what they care about

WHY NOW

Market Insight

The tension or shift that makes this matter today

WHAT

Value Proposition

What we do and why it's different