B2B Marketing Strategist | Paid Media | CRM Automation | Performance Optimization

Caroline Esteves

Marketing Specialist focused on digital campaigns, content strategy, and data-driven growth.

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Caroline Esteves - B2B Marketing Strategist Portrait

Growth Marketing • Campaign Strategy • Marketing Automation

Marketing Strategy & Execution

With 4+ years in B2B marketing across fintech and industrial sectors, I design and execute campaigns that connect strategy, content, and analytics to drive measurable growth.

I focus on the metrics that influence revenue, efficiency, and long-term performance.

Selected Case Studies

A look at recent campaigns driving efficiency and growth.

Environmental & Industrial Services

Regional B2B Demand Generation Campaign

Context

Industrial companies operating near Prince Rupert require environmental response services for regulatory compliance and operational readiness. The objective was to introduce the company's services to decision-makers in oil & gas, mining, and infrastructure sectors.

Strategy

Built a targeted LinkedIn campaign designed to move prospects through a structured funnel with geographic targeting around Prince Rupert, operational roles in industrial sectors, and localized messaging focused on emergency response readiness.

Execution

Awareness: LinkedIn ads targeting operational leaders across industrial companies.
Engagement: Retargeted users who clicked ads or visited the landing page. Sales alignment: Tracked engagement signals through CRM and website analytics to identify high-intent prospects.

Results
1,041 professionals reached
94.6% audience penetration, 1.32% CTR (above LinkedIn awareness benchmarks), ~85 landing page visits, 28% returning visitors, 6–8 sales conversations initiated.
Key takeaway: Localized messaging and highly targeted audiences helped move a niche industrial market from awareness to sales conversations.
Fintech / Product Launch

Interactive Product Launch Campaign

Context

A fintech company launched a customizable digital card product that allowed businesses to create branded payment cards. The challenge was demonstrating product value while generating qualified leads.

Strategy

Designed an interactive campaign allowing prospects to experience the product directly before speaking with sales.

Execution

Traffic generation: Social media promotion and email announcements driving users to a landing page. Interactive tool: Users could design their own branded card by uploading logos and adjusting colours.
Lead capture: Email required to download the customized card.
Lead nurturing: Automated email workflows and engagement scoring to prioritize sales outreach.

Results
42% tool engagement rate
~3,800 landing page visitors, ~640 leads captured, 17% visitor-to-lead conversion rate, 38% average email open rate, ~85 sales-qualified leads.
Key takeaway: Interactive product experiences significantly improved lead capture compared to traditional landing pages.
Fintech / Lifecycle Marketing

Lifecycle Marketing Optimization

Context

Marketing campaigns were reaching a large audience but engagement data suggested messaging and targeting could be improved.

Strategy

Focused on improving engagement through better segmentation and performance analysis.

Execution

Campaign analysis: Reviewed engagement metrics using Google Analytics and HubSpot.
Audience segmentation: Grouped contacts based on behavior and campaign interaction.
Messaging optimization: Refined campaign messaging and calls-to-action to better reflect product value.
Cross-team collaboration: Worked with product and sales teams to align messaging with customer needs.

Results
+30% engagement increase
Achieved within three months through improved segmentation and messaging refinement.
Key takeaway: Audience segmentation and data-driven messaging significantly improved campaign performance.

Marketing Capabilities

A comprehensive overview of technical proficiencies, toolsets, and strategic methodologies deployed across projects.

Paid Media Strategy

LinkedIn Ads, Google Ads, audience targeting, and campaign optimization.

CRM & Campaign Operations

HubSpot and Salesforce campaign tracking, lead routing, and pipeline visibility.

Marketing Automation

HubSpot workflows, lead nurturing, lifecycle campaigns, and segmentation.

SEO & Keyword Research

On-page optimization, technical audits, and competitive content gap analysis.

B2B Content Strategy

LinkedIn campaigns, industry messaging, and thought leadership content.

Creative Production

Video editing, campaign visuals, and digital content production.

Analytics & Performance

Google Analytics, campaign dashboards, and performance optimization.

Design & Creative Execution

Designing performance-driven assets that support acquisition, engagement, and conversion goals 

Let's Connect

Interested in working together or discussing marketing opportunities?

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carolesteves97@gmail.com LinkedIn Profile

Caroline Esteves

B2B Marketing Strategist building data-driven systems that turn visibility into measurable growth.

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Contact

Email carolesteves97@gmail.com
Location Calgary, AB

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