Every engagement begins with understanding the audience, the product use case, and the constraints of the funnel, particularly the steps between lead capture and activation.

This helps determine whether to prioritize high-intent bottom-funnel channels, mid-funnel education, or broader awareness aimed at shaping demand. I design paid acquisition strategies using a combination of platform signals, CRM enrichment, and product analytics.

Paid channels such as Google, Meta, LinkedIn, TikTok, and programmatic, each serve a distinct role. I structure campaigns around intent tiers, message testing, audience segmentation, and data feedback loops, ensuring performance aligns with downstream quality and lifecycle readiness.

Creative and messaging iterations are tightly connected with experimentation. A/B testing is embedded into landing pages, ad variations, and funnel steps, enabling fast learning without compromising spend efficiency. Where possible, I integrate product telemetry, intent data, and historical performance to refine audiences and improve prediction accuracy. What ultimately differentiates user acquisition in B2B and fintech is operational alignment. Routing rules, qualification logic, and onboarding friction influence the effectiveness of every paid dollar.

My acquisition systems ensure each lead—whether coming from Google, Meta, or content retargeting—enters the correct pathway, with context that supports BD or automated onboarding flows.