When I joined Krisp, their goal to add a B2B sales-led go-to-market motion in addition to the PLG motion they had been supporting required implementing a solution that helped generate, nurture, and qualify leads. I evaluated marketing solutions and built a business case to implement HubSpot. Once approved, I implemented the solution and configured its components, including building out a lead scoring model and automation to qualify and pass leads to sales. I also improved the company's email marketing program, increasing open rates by 7% over a period of two months, by migrating the program from SendGrid to HubSpot. The solution also supported the execution of the content marketing strategy I had developed.