01 · friction
Wasted traffic
High traffic volume but unacceptable drop-off rates on lead-capture points. Forms are too long, intent signals are ignored, and the highest-fit visitors leave without ever raising their hand.
For the VP of Demand Generation
Maximize conversion, compress buying cycles — with intent-based ABM.
Generating traffic is irrelevant if it doesn't convert to qualified pipeline. I'm Stephen Andekian — I design, build, and optimize high-fidelity digital journeys that turn anonymous enterprise traffic into engaged, high-value accounts and route them into sales with the context they need to close.
Intent-based ABMCRO & funnel architectureMarketo · Demandbase · SFDCEnterprise B2B
// abm.clusterv.2026
01 · The conversion friction
Three places I see qualified pipeline leaking out
Pipeline failure rarely lives in the channel mix — it lives in the handoffs. Between traffic and capture. Between vertical and message. Between marketing and sales. Here is where the leakage usually hides.
02 · friction
Fragmented user journeys
Generic website experiences that fail to speak to specific enterprise verticals. Every account sees the same page, the same CTA, the same proof point — regardless of industry, ARR band, or buying stage.
03 · friction
Weak sales handoffs
Lead scoring is inaccurate, causing friction between marketing and sales. Reps reject MQLs, marketing distrusts SLA enforcement, and the best signals decay in a queue nobody owns.
02 · The intent-based growth framework
How I rebuild the funnel — in three calibrated steps
Audit before integration. Integration before automation. Each phase reports against a single number: qualified-pipeline conversion velocity. I run this inside your demand team, alongside web, ops, and sales leadership.
01
Step 01 · auditUX & conversion audit
Map current user journeys to identify drop-off points and capture friction. Quantify which surfaces leak the most qualified accounts, and where small UX changes will move CVR by points, not basis points.
02
Step 02 · integrateABM integration
Deploy and calibrate intent platforms to deliver dynamically personalized content by vertical, account, and buying stage. Move from one-size-fits-all pages to journeys that read the visitor and respond in real time.
03
Step 03 · alignMarketing automation alignment
Refine lead scoring and nurturing loops to ensure rapid sales handoffs. Co-author SLAs with sales, instrument every stage, and rebuild scoring so reps trust the signal — and act on it inside the day.
03 · Proof from my own track record
Operator-level outcomes — not consulting-deck theory
+20% YoY
Consistent, sustained increases in qualified enterprise lead generation
Demand · year over year
Global ABM
Transitioned massive web properties to targeted Account-Based Marketing at enterprise scale
ABM scale · multi-region
Trial → MA
Streamlined PLG by integrating free trials with core marketing automation
Pipeline acceleration · PLG
04 · Tech matrix
The demand stack I bring — calibrated, instrumented, accountable
I'm opinionated about the layers, but tool-agnostic where it counts. These are the systems I deploy and calibrate most often — selected because they produce trustworthy signal, clean handoffs, and pipeline finance is willing to count.
Intent & ABM
Demandbase
ABM & intent
6sense
Predictive intent
Bombora
Intent data
LinkedIn
Matched audiences
RollWorks
ABM platform
Marketing automation
Marketo
Automation
Eloqua
Automation
HubSpot
SMB / mid-market
Drift
Conversational
Intercom
Product-led
CRM & sales alignment
Salesforce
CRM of record
Outreach
Sales engagement
Gong
Revenue intel
Chili Piper
Inbound routing
LeanData
Lead routing
Experimentation & analytics
Optimizely
A/B & personalization
UserTesting
Qualitative UX
Amplitude
Product analytics
GA4
Web analytics
LaunchDarkly
Experiments
05 · Review my funnel
Turn enterprise traffic into qualified pipeline.
A 45-minute working session with me — not a sales call. Share your current funnel math (traffic, MQL CVR, SAL acceptance, opportunity rate); you'll leave with a prioritized list of the highest-leverage conversion moves for the next two quarters, whether or not we ever work together.
- No deck. Working whiteboard only.
- Confidential. NDA on request.
- Reply from me personally within one business day.
// demand-gen intakeAccepting Q3
What stalls the demand engine — decoded
CAC is lowered by shifting ad spend away from broad, low-intent traffic and deploying Account-Based Marketing (ABM) to exclusively target statistically superior enterprise accounts.
Intent platforms (like Demandbase) monitor digital signals to identify when a target enterprise is actively researching solutions, triggering preemptive, personalized marketing campaigns.
Conversion rates increase when lead scoring loops are calibrated perfectly between Marketo/Eloqua and Salesforce, ensuring sales only receives leads with validated buying intent.
Bloated, static forms create massive user friction. Demand generation must utilize progressive profiling and frictionless UI flows to capture data without causing high abandonment rates.
Unification occurs by tracking user engagement within self-serve free trials and automatically passing that behavior data to the CRM to signal readiness for an enterprise sales conversation.
Slow load times kill ad performance. A one-second delay in page load can drop conversions by 20%, directly wasting paid media budget and stalling pipeline velocity.
An ABM strategy is validated when you can prove that highly personalized, account-specific digital journeys are shortening the enterprise sales cycle and increasing average deal size.
Funnels stall when there is a disconnect between the marketing message, the website user experience, and the CRM handoff, resulting in a high volume of traffic but zero qualified opportunities.
Acceleration is measured by the speed at which an anonymous digital touchpoint transitions into a closed-won contract, backed by clear offline conversion tracking data.
A digital architect overhauls the underlying web infrastructure, integrating the complex MarTech stack required to execute high-velocity, intent-based campaigns flawlessly.