Lately

Soon

• Planning new ways to standardize solutions across multiple clients and cross-pollinate insights (see ’Updates’)
• Building a 2024 content calendar
  • Writing a blog post and recording a demo about experimenting with a simple data-stack (Fivetran->BigQuery->Census) to stitch together all of NetSpinnr’s (minimal) data and leverage Reverse-ETL to pipe aggregations back into HubSpot
  • Finish up the ’Startup Analytics’ series I have in the works
  • Complete a ’This week in links’ post for the latest set of Bookmarks and refine commentary on recent links
• Learning Roadmap
  • dbt models
  • Scaled Segment Implementation
  • Full GA4 Tracking Setup - what does good look like in the year 2024?
  • How to deal with the death of third-party cookies
    • Pivot to first-party data
    • Google’s Enhanced Conversion Tracking API seems hyper-questionable (in what universe is it ok to send a prospect’s Email and Phone Number back to an ad platform even with ‘informed’ consent?)

Now

• Working on new partnerships and building relationships with fellow operators and consultants - connecting with friends old and new
• Working on the NetSpinnr Spec (preview below)
• Building out more resources
  • Form Hidden Fields
  • Selected Readings: HubSpot Campaign Documentation
  • More to come in the “Selected Readings” series

Past

• Started an email newsletter using Buttondown and hooked it up to the blog’s RSS feed
• Shipped a comment section for the site using Commento
  • Really interesting cross-pollination here; if I comment on other sites using Commento my profile picture links back to my own site
• Built and shipped Lead-to-Revenue and Campaign Influence dashboards using data from Snowflake and custom SQL data models
• Published a blog post that’s been in the works since 2020 about integrating Marketo with Google Ads, powering optimization through offline conversions (TY to the person who asked the question that pushed me to get this done)
• Added PostHog capture events to HubSpot form submissions, passing form field values to the CDP
• Built and shipped a custom UTM tracking script that saves UTM values to a cookie and transfers them to a HubSpot form at time of submission
• I went to MOps-Apalooza and had a blast - read all about it
• Launched a complete conversion-tracking framework through Google Tag Manager for Google Ads, Facebook Ads, Reddit Ads, Twitter/X Ads, and LinkedIn Ads using a hidden field on HubSpot forms to distinguish HubSpot demo submissions from content submissions
• Completed a full audit of a complex HubSpot instance used by multiple business units
• Experimented with a simple data-stack (Fivetran->BigQuery->Census) stitching together all of NetSpinnr’s (minimal) data and using Reverse-ETL to pipe aggregations back into HubSpot
• Implemented 6Sense
• Implemented HubSpot
• Implemented Marketo
• Guest Appearance: Pretty Funny Business. I had a great time chatting with Sydney and Lauren. Check it out on Spotify or use the embed below:
• I was at LeanData’s OpStars event in San Francisco (2023-09-13) - met lots of RevOps folks and learned a lot at the workshop sessions
• Shipped a router in LeanData that enables a Contacts-Only Salesforce instance by auto-converting every Lead and automatically creating a new Account if there’s no matching Account in place
• Perfected the motion for my ‘young startup marketing data model’ - next step is templatizing it for ease of implementation in the future
• Constructed a Marketing Forecast that accounts for both upcoming programs and differences in conversion rates, deal cycle times, and ACV by source and company size
• Rebuilt a Marketing Lifecycle in HubSpot using toggled checkboxes as triggers for event “happens” rather than event “happened”
• Acted as a SME on a Segment implementation, providing guidance on code structure, data modeling, identity resolution, and data pipeline infrastructure
• Launched a Community motion using title whitelists and a manual review process to power rapid growth through Marketo, Zapier, and Slack
• Used SQL, Segment, and BigQuery to create a 360-degree view of prospects from initial visit through deal close
• Designed a referral motion for event programs allowing registrants to easily invite coworkers and connections in a trackable and reportable manner without compromising Marketo Munchkin tracking