Normative

Normative is an AI-powered SaaS platform designed to help businesses measure and reduce their carbon footprint. Scaling in this space requires more than just leads, it requires a high-fidelity commercial pipeline.

My work sits at the intersection of marketing, sales, and revenue operations. I focus on building the scalable frameworks and automated workflows that allow the commercial team to operate with precision, ensuring that high-intent interest is identified and routed efficiently.

Website
normative.io

Year
2025-current

Client
Normative

Martech Migration & Marketing Operations

  • Led end-to-end Marketo/SFDC-to-HubSpot migration across Sales & Marketing.

  • Architected data structures and foundation for upcoming Salesforce-to-HubSpot migration.

  • Designed automated lifecycle programs, lead scoring, routing, and Slack integrations.

  • Engineered lead flows to prioritize Hand-raiser MQLs (demos, quotes, contact forms) for Sales.

Figure 1: New Look After Website Repositioning

Website Mgmt and SEO

Website Management: upload content, case studies, landing pages,

SEO: Audit con Claude identificar palabras clave - revisar notion, resultado: mejoro la posicion en los bsucadores de 15 a 8. Posicionar mejor.

Otras industry keywords: scope 1,2,3 - crear blogs, contenido para la pagina

Brand keyword -

Figure 3: Industry Blog Promotions – Goal: Website Clicks

CRM Architecture & Reporting

Key Results:

+143% above-average time on page for the top-performing blogs (6 min vs. 3.8 min average)

Top blog reached the Top 3 of all-time most visited MM blog posts

+325 LinkedIn followers in 2 months LinkedIn followers in 2 months, with 85% organic growth,signaling high interest.

Figure 4: Blog & Pop-Up CTA for Lead Generation

Figure 11: Landing Page

Figure 11: Confirmation and reminder workflows

Webinar/Event Operations & Demand Generation

Webinar Operations

At Normative, I owned operations for 8 events and 11 webinars: landing pages, registration workflows, and Livestorm setup. Each registrant received a confirmation email with a calendar invite and unique access link, followed by reminders at 1 month, 1 week, 24 hours, and 1 hour before the session. I configured each webinar in Livestorm to match its format, briefed moderators and speakers on the platform, and managed polls and stage links live.

Post-webinar lead operations

Attendance synced automatically from Livestorm to HubSpot via a session-tracking property, which queued each attendee for enrichment. Using Claude Code with an MCP connection into HubSpot, I filled in the firmographic fields — revenue, industry, company size — needed to generate an ICP score, so sales could prioritize the leads that were actually a fit rather than working the full list cold.

From there, automation handled routing: unowned contacts were assigned across the region on an even rotation; owned contacts triggered an internal notification with lifecycle stage and account details (with accounts reassigned after 60 days of inactivity). Non-attendees got a same-day recording and demo-CTA email, with ICP strong/medium leads flagged separately for sales follow-up. A weekly Salesforce report also surfaced any webinar-sourced contact untouched for 7+ days, so nothing fell through the cracks.

Two weeks out, I tracked which attendees had moved in lifecycle stage and marked their deals with a "Marketing Influence" property, making it easy to report on the webinar's downstream impact on pipeline.

Figure 11: Webinar Invite email

Figure 11: Social Media Webinar Event

Figure 11: Webinar contact owner assignment per region

AI & Automation Implementation

I created and published 25 blog posts in HubSpot, working closely with experts who provided the content. I made sure each post included tailored visuals and was optimized for SEO. The blogs were carefully aligned with our key pillar pages to boost visibility on important topics like PLM, business composability, the shift from engineer-to-order to configure-to-order, and CPQ. I also helped connect the subject matter experts to keep the messaging clear and consistent. On top of that, I contributed to lead generation by creating premium content—three of my blog posts ended up ranking among the top five most viewed on our company website.

More info: https://www.modularmanagement.com/blog

Key Results First half 2025

Mapped and prioritized content by target audience, leading to more relevant and engaging communications.

  • Produced a new suite of visual, educational, and promotional assets tailored to different stages of the customer journey.

  • Introduced new content formats, including video, expert interviews, carrousels, and newsletters, increasing content variety and reach.

  • Streamlined content creation process, reducing turnaround time and increasing collaboration across teams.

  • Improved support for sales enablement and lead generation through updated sales materials and targeted inbound content.

Figure 13: Blog & Pop-Up CTA for Lead Generation

Figure 12: Pillar Page Creation - main hub for broad topics, linking to related subtopic content to improve SEO and user experience.