Demand Generation SaaS Portfolio | Healthcare SaaS Marketing

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Intiveo is a SaaS platform founded in 2010 in Vancouver, designed to improve patient engagement for dental professionals. Intiveo serves 85% of American dental schools, as well as 14,000 dental care providers across Canada and the United States.

Target audiences:

General Practitioners
Orthodontics
Endodontics
Periodontics
Oral Surgeons
DSOs
Academics

Team.

Sales Representatives

Revenue Operations

Content Marketing Manager

Graphic Designer
Automation Specialist

Web Development Agency

Project Timeline.

2025

My Role.

As a Senior Demand Generation Specialist at Intiveo, I manage multi-channel advertising campaigns with a monthly budget of around $40K across Google, Meta, LinkedIn, YouTube, Reddit, and direct media buys. My role focuses on building and optimizing strategies that align with company OKRs, including pipeline growth, ARR targets, and reducing churn.

I collaborate closely with Sales, SDRs, RevOps, and Product Marketing to ensure campaigns address buyer pain points and generate qualified leads. I also work with creative teams to produce integrated campaigns—ranging from webinars and video ads to product launches and email sequences.

In addition to this, I also take charge of:

Content & Creative Collaboration

Lead integrated campaigns, including 4–6 video ads per quarter, webinars, email sequences, and major product launches (e.g., Intiveo Voice).

Analytics & Reporting

Build dashboards in Salesforce, Looker Studio, GA4, and HubSpot to track CPL, CTR, pipeline value, and opportunity creation, delivering bi-weekly and monthly reports for leadership.

Experimentation & Expansion

Test new platforms and tactics (SEO, referral programs, content syndication, AI-driven targeting) to capture demand and grow owned audiences.

Conversion Rate Optimization

Partner with design and web teams to run 3–5 A/B landing page tests per quarter, improving conversion rates by 20–30%

My Tools.

My Approach.

Discovery & Brainstorming

I kicked things off by brainstorming with the sales team and the marketing crew. We wanted to figure out what our target audience is all about – their quirks, questions, and what are the major concern in buying cycle.

Paid and Organic Audit & Analysis

At Intiveo, I conducted a full paid and organic performance audit using Google Analytics 4 and Hotjar analysis, and direct platform data from Google Ads, Meta Ads, and LinkedIn Ads. I reviewed 6 months of campaign performance data to uncover trends, understand what was driving results, and pinpoint areas needing improvement. This analysis covered both inbound traffic (30,000+ sessions) and paid campaigns (~$100K spend), providing a clear view of channel efficiency, user behavior, and optimization opportunities.

What i delved into:

Google Ads: CTR, CPC, and conversion efficiency by campaign
Meta Ads: Creative performance, audience engagement, and ROAS
LinkedIn Ads: Lead Gen Form performance and cost per qualified lead
User journey tracking across 3–4 funnel paths
Pipeline Velocity
6-month campaign trend analysis across all channels

My findings:

60%+ of traffic came from direct/branded searches, highlighting limited capture of new, non-branded demand
Paid campaigns showed mixed efficiency: CTR averaged 1.5–2% on Google, 1.2–1.5% on LinkedIn, and 0.8–1.1% on Meta, but CPL varied significantly by channel and campaign
Average user drop-off happened after 2 pages, signaling the need for stronger CTAs above the fold
Identified 20+ keyword gaps where competitors outranked us, especially in blog and product content
Found 15+ technical SEO issues (404 errors, slow load times, thin content) limiting organic performance
Scroll depth was <50% on key pages, meaning many users never reached conversion points

Strategy & Implementation

Google Paid

After auditing Intiveo’s Google Ads account, I identified several critical issues: duplicate keywords competing against each other (lowering impression share by ~20%), no updated negative keyword list, ad copy that only partially reflected ICP pain points, landing pages not optimized for conversions, and budgets not allocated based on pipeline creation from each ad group.

What I implemented:

Keyword Optimization: Researched and added 12 high-intent keywords (including those competitors were bidding on and low-competition terms) to improve relevance. This increased absolute top impression share by 22%.
Negative Keywords: Built and updated a weekly negative keyword list to reduce wasted spend, saving 15–20% of budget from irrelevant clicks.
Ad Group Restructuring: Reorganized campaigns into theme-based ad groups that mapped directly to ICP pain points (e.g., no-shows, patient retention, review generation), improving CTR from 1.2% to 3.4%.
Ad Copy Improvements: Developed 13 new ad variations aligned with ICP pain points, resulting in 48% higher CTR and stronger alignment with pipeline creation.
Landing Page Redesign: Designed and launched a high-converting landing page with optimized CTAs, above-the-fold forms, and trust signals, which increased conversion rate by 65%.
Budget Reallocation: Shifted spend toward top-performing ad groups based on pipeline contribution, improving cost per opportunity by 30%.

Meta Advertising

When reviewing Salesforce data, I discovered that $80K+ had been spent on Meta Ads without generating a single opportunity. The campaigns produced large volumes of unqualified leads, relied on exhausted creatives, showed low CTRs and engagement, and most campaigns were not active long enough to exit the learning phase.

What I implemented:

Creative Optimization: Partnered with the design team to refresh ad creatives aligned with ICP pain points. This led to a 70% increase in CTR and stronger audience engagement.
Evergreen Campaigns: Built and launched a 4-month evergreen campaign that generated 7 opportunities in first month and created $95,000 in pipeline value.
Landing Page Redesign: Directed all Meta traffic to a new, high-converting landing page. This improved conversion rates from qualified leads by 130%.
ROI Turnaround: Shifted from a –3x ROI loss to consistently generating new opportunities every month with a 2.3x ROI.

Conversion Rate Optimization (CRO)

A/B Testing for Homepage Optimization:

Conducted structured A/B tests on homepage elements, including CTA button placement, headline clarity, and replacement of generic sections with trust-building elements (testimonials, client logos, security assurances).
Results: 68% increase in visits to the product demo page and a 34% higher conversion rate compared to the previous period before testing.

Chatbot Integration (ChiliPiper)

Implemented ChiliPiper chatbot to enable prospects to book demos directly through the website chat, streamlining the lead capture process.
Results: 44% increase in conversion rate from chatbot leads, reducing friction and improving speed-to-lead.

Landing Page Optimization

Redesigned key landing pages on paid campaigns with clearer value propositions, improved visual hierarchy, and simplified forms.
Deployed variant testing to measure impact of different layouts and messaging on lead quality and volume.

User Journey Analysis

Utilized GA4 and heatmap tools to identify drop-off points and prioritize high-impact optimizations.
Collaborated with design and dev teams to implement data-driven updates.

Reporting and Analytics

Salesforce Integration:

Connected campaign data directly into HubSpot and Salesforce.
Tracked lead progression through the pipeline (MQL → SQL → Opportunity → Closed Won).
Attributed leads to specific channels (Google Ads, Meta, LinkedIn, YouTube, Direct Media Buys).
Monitored pipeline velocity and conversion rates across stages.

Looker Studio Dashboards:

Live dashboards to visualize performance by channel.
Created custom views for: Pipeline channels (e.g., Paid, Organic, Direct, Referral, Events).
User behavior analysis (bounce rates, time on page, form submissions, demo requests).
Included campaign-level KPIs (CTR, CPC, CPL, CPA, ROAS).
Layered Salesforce data to show pipeline revenue tied back to marketing spend.

Funnel Transparency

Aligned sales with campaign details and conversion source details of each MQLs in a single dashboards.
Enabled quick insights on where prospects drop off.
Supported budget optimization by comparing channel ROI.