Derek Quave

Demand Generation · Paid Media · SEO · Pipeline

Building demand engines
that drive pipeline.

10+ years building and scaling full-funnel demand generation for B2B companies. Hands-on operator across paid media, SEO, marketing automation, and attribution, with direct accountability for lead volume, MQL quality, and conversion efficiency.

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+300%

User growth across multi-channel demand programs

SageWater · Multifamily B2B

+259%

Inbound lead volume growth · 2,378 to 8,543

JM Test · Industrial B2B

$4M+

Sales-validated pipeline tracked from a single channel

SageWater · Phone conversions only

Demand

Multi-channel demand at scale across paid, organic, and lifecycle.

SageWater · National B2B Multifamily

Owned full-funnel demand generation for a national multifamily-only B2B brand. Built and ran integrated programs across paid search, LinkedIn, YouTube, Meta, direct mail, retargeting, and email, scaling reach from regional to national across five years.

$4M+
Sales-validated pipeline

        Built attribution tracking connecting Google Ads spend to qualified opportunities. Over a 5-month period with a ~$2K/month paid budget, tracked $4M+ in sales-rep-validated pipeline value from phone conversions alone, including individual deals up to $2.3M. Form, chat, and email conversions tracked separately.
      

CallRail qualified opportunities with deal values

CallRail — Qualified opportunities tagged with sales-validated deal values, source page, and campaign

LinkedIn audience demographics by job function

LinkedIn — Reaching the right audiences: Business Development (20.5%), Marketing (13.5%), Sales (10.2%), Operations (7.2%)

The multi-channel program.

Google Ads + Microsoft Ads

National SEM with negative keyword strategy, geo-targeting, and intent-aligned landing pages. Structured ad group architecture across multiple service lines and intent levels.

LinkedIn — Paid + Organic

Audience targeting on board members, property managers, owners, and engineering decision-makers. Organic content reaching Business Development, Marketing, and Operations audiences with sustained engagement growth year over year.

YouTube + Meta

Mobile-optimized video campaigns for upper-funnel reach. Meta retargeting to maintain engagement with site visitors and warm prospects.

Direct Mail → Digital Retargeting

Direct mail to target accounts followed by LinkedIn audience targeting and retargeting, creating coordinated multi-touch sequences that compound exposure across channels.

Email + Marketing Automation

Drip campaigns, lifecycle programs, and nurture sequences in Act-On. Lifecycle programs designed to move leads from initial interest through qualification.

SEO + Analytics Program

Comprehensive SEO using SEMrush. GA4 event tracking on form abandonment, brochure downloads, and micro-conversions to support A/B testing and uncover friction in the conversion path.

SEM Architecture — Click distribution across ad groups (General, Repipe, Apartment, DWV, Cast Iron, Condo)

GA User Flow — Behavior modeling across landing pages and content paths

Lead Quality

Solving for MQL quality, not just lead volume.

Across SageWater + JM Test

Volume alone fills pipelines with the wrong leads. The work below is about engineering for fit: filtering intent before the click, disqualifying out-of-fit traffic at the form, and keeping sales focused on leads that can actually close.

SageWater · Multifamily-Only B2B

When volume is the wrong metric.

Surface SEM was generating high volumes of single-family homeowner leads in a market that only sells to 100+ unit multifamily properties. The volume looked great. The MQL quality was poor. Built a national strategy combining aggressive negative keyword filtering, geo-targeting around dense urban multifamily zones (e.g., 2-mile radius around major downtowns), and form copy testing to disqualify out-of-fit traffic earlier in the funnel.

National SEM coverage

2-mi Geo-targeted radius

Audience Targeting · Paid Social

Reaching the right buyers at the right time.

Built and managed paid social campaigns on LinkedIn and Meta focused on board members, property managers, owners, and engineering decision-makers. Coordinated multi-touch journeys spanning direct mail to LinkedIn to retargeting to email, creating layered exposure across the buyer's journey rather than relying on a single conversion point.

4+ Decision-maker personas

Multi-touch DM → LI → Retarget → Email

Intent matching across seven service lines.

At JM Test, the same lead-quality work happened at the intent layer: each of seven service lines had distinct buyer signals, and the negative keyword strategy filtered out look-alike consumer traffic that competed with our industrial buyers. The classic example was filtering "hot sticks" — a utility lineman tool — from hair styling searches. Small filters, big impact on cost per qualified lead.

JM Test · Industrial B2B

Visitor-to-lead conversion: 1.4% → 3%+

Improved visitor-to-lead conversion by removing low-intent traffic and aligning landing pages to specific intent levels across Equipment Rental, Training, Calibration, Custom Builds, Ecommerce, Electrical Testing, and Tool Repair. Lead quality improved alongside volume.

3%+ Visitor-to-lead CVR

7 Service lines

Sales Alignment · Both Companies

SLAs and qualification handoff.

Partnered with sales teams at both companies to establish lead-quality SLAs, align on qualification criteria, and improve handoff between marketing-qualified and sales-qualified leads. At JM Test, this meant working within Sage CRM to track pipeline activity. At SageWater, it meant integrating with Microsoft Dynamics and ClickDimensions for full lifecycle visibility.

SLAs Built and aligned with sales

Handoff MQL → SQL workflow

Pipeline

Building the demand engine from the ground up.

JM Test · Industrial B2B · Mar 2017 – Feb 2019

Stood up SEM, SEO, landing pages, attribution, and conversion infrastructure for an industrial calibration B2B. Continued running the program for several years afterward as a long-term agency client.

Pipeline Engine

From visitor to qualified lead.

Built a repeatable inbound engine grounded in intent matching, A/B testing, and tight alignment between search intent, landing page, and conversion path. Visitor-to-lead conversion improved from ~1.4% to 3%+, driven by removing low-quality traffic and optimizing intent-aligned landing pages across seven distinct service lines.

3%+ Visitor-to-lead CVR

7 Service lines

~$144K Annual SEM budget

Traffic & Lead Growth · Mar 2017 – Feb 2019

+57% users. +259% leads.

Grew users from 167K to 262K while increasing inbound form submissions from 2,378 to 8,543. Sessions up 56%, new users up 59%. Driven by removal of low-intent traffic, multi-domain consolidation, and intent-aligned landing pages across the full service portfolio.

+57% Users

+56% Sessions

+59% New users

Strategic moves behind the numbers.

Multi-Domain Consolidation

Merged five separate domains into a unified brand on jmtest.com to improve site structure, SEO authority, and conversion. Coordinated migrations preserved rankings while consolidating link equity.

Custom Interactive Sales Tools

Designed and built custom quote builders with conditional logic forms (test bench builder, custom grounding cable builder) used by sales during live calls to convert phone conversations into structured submissions, accelerating pipeline through sales enablement.

Multi-Location SEO at National Scale

Scaled the Equipment Rental program nationally through multi-location SEO, Google Business Profile optimization across markets, and review-generation campaigns, creating real-time inventory and local-search visibility across the country.

Training Program from Zero to National

Launched the Training service line from zero, building landing pages, paid search, and SEO foundations that supported its growth into a nationwide offering including virtual courses.

SERP Trifecta — JM Test ranks #1 in paid, organic, and AI Overview for category-defining searches

System build timeline — domains merged, tracking added, conversion infrastructure deployed

Attribution & Systems

Connecting spend to pipeline through real measurement.

Frameworks built across both companies

Standardized attribution across UTM tracking, call tracking via CallRail, and multi-source conversion measurement (forms, calls, chat, email, ecommerce). The goal: data-driven budget decisions instead of channel-by-channel guesswork.

UTM & Call Tracking

Standardized UTM structure across all paid, organic, and email campaigns. Implemented CallRail to capture phone conversions alongside form and chat, with tagging that flows directly into the CRM.

Negative Keyword Strategy

Aggressive ongoing negative keyword work to eliminate low-intent traffic and reallocate budget to higher-converting campaigns. Targeted both consumer-vs-industrial intent (e.g., "hot sticks" disambiguation) and out-of-fit market signals.

Multi-Source Conversion

Expanded conversion measurement beyond form submissions to include calls, chat, email, and ecommerce. Differentiated lead quality by conversion type and matched intent to specific service-line landing pages.

Custom UTM tracking and source of conversions report

Custom Attribution — UTM tracking and conversion source analysis across web submits, calls, and ad calls

Google Ads only — Paid channel conversion density (max 56 per market)

2018 conversion density heatmap — all channels

All channels combined — Same period, all sources together (paid + organic, forms + calls + chat). Max 355 per market — shows the multiplier effect of multi-source measurement vs. tracking paid only.

Demand Gen

Paid search (Google Ads, Microsoft Ads), LinkedIn, Meta, YouTube, direct mail, ABM, multi-channel campaign management, A/B testing, CRO, MQL/SQL qualification, sales SLAs

Marketing Automation & CRM

Act-On, Oktopost, ClickDimensions, HubSpot, Salesforce, Microsoft Dynamics, NetSuite, Sage CRM

Analytics & SEO

GA4 (event tracking), Google Tag Manager, Google Search Console, Google Data Studio, SEMrush, CallRail, UTM attribution, multi-source conversion tracking, multi-location SEO, Google Business Profile

Web & Conversion

WordPress, WooCommerce, HTML, CSS, PHP, Zapier, landing page and UX optimization, custom interactive quote tools, site consolidation and migration

Building demand enginesthat drive pipeline.