Marketo program architecture
Program templates, tokens, smart campaigns, operational governance, QA checklists, and nurture structures that reduce rework and launch risk.
Vadim Koenen, MBA
Marketing automation and RevOps systems that hold up under pressure.
Senior marketing automation and GTM systems leader focused on Marketo, Salesforce, 6sense ABM, lifecycle marketing, demand generation operations, and campaign execution that teams can actually trust.
Salesforce alignment
Campaign membership, lifecycle status logic, sync expectations, routing support, and field usage that make reporting easier to trust.
ABM and GTM systems
6sense-informed segmentation, account targeting, intent-based campaign motions, and sales follow-up models connected to operational execution.
HubSpot systems
HubSpot-specific highlights for modern GTM teams
More teams are standardizing on HubSpot because it can bring marketing, sales, and service into one operating layer. The real advantage comes from configuring the data model, routing, attribution, and handoffs so the system stays usable after launch.
Website
Forms + CTAs
CRM
Contacts + companies
Sales
Deals + follow-up
Service
Tickets + feedback
What this website can prove
A public site should not leak CRM records, customer names, or pipeline details. It can show the operating model: how a visitor becomes a contact, how source context survives into the CRM, how deal follow-up is governed, and how support themes improve the content loop.
- Lead capture paths mapped to lifecycle stage, source, owner, and qualification context
- Contact, company, deal, and ticket fields treated as one GTM data model
- Attribution and UTM conventions designed before campaigns start shipping
- Service-ticket patterns converted into reviewed FAQs, onboarding copy, and nurture topics
CRM hygiene
Properties, lifecycle stages, required fields, list logic, and dedupe rules that keep HubSpot usable as the database grows.
Website conversion
HubSpot forms, meeting links, progressive profiling, and clear source capture for every meaningful inquiry path.
Pipeline reporting
Deal-stage and campaign reporting that connects marketing activity to qualified conversations without overclaiming attribution.
Service insights
Ticket themes turned into better onboarding, lifecycle emails, knowledge-base topics, and friction-reducing website copy.
Start building clean HubSpot data from the website
Because the CRM is still mostly default/sample data, the highest-leverage move is to route new website intent into clean HubSpot contacts through purpose-built forms.
Meetings support without CRM exposure
A public HubSpot meetings URL can be linked or embedded here for the systems review path. Private CRM automation stays out of frontend JavaScript and belongs in a later Netlify Functions phase.
What this site covers
This portfolio is a lightweight professional reference for Vadim Koenen, MBA's work across marketing automation, RevOps, Marketo, HubSpot, Salesforce, 6sense ABM, lifecycle marketing, and demand generation systems.
It complements the main portfolio at vadimkoenen.com and provides additional structured pages for search engines and professional discovery. Cross-published field notes also live on Medium and Dev.to, with canonical references pointing back to this site.
Operating philosophy
Good marketing operations is not just campaign speed. It is controlled speed: repeatable enough to scale, flexible enough to support real GTM needs, and documented well enough that teams do not have to reverse-engineer the system every time something changes.
Open-source playbooks
RevOps and marketing automation utility repos
Five field-tested repositories I use on real engagements — auditing Marketo instances, scoping RevOps work, naming conventions that survive an org change, scoring model design, and 6sense + Marketo + Salesforce routing. All MIT-licensed.
marketo-audit-checklist
Practical, field-tested checklist for auditing Marketo instances — for marketing ops leads, RevOps practitioners, and consultants who need a cleanup that holds up after the engagement ends.
revops-scoping-questions
The set of questions I ask before quoting a RevOps engagement — for fractional RevOps leads, marketing ops consultants, and in-house GTM systems hires who need to scope work that actually lands.
marketo-naming-conventions
Working naming conventions for Marketo programs, campaigns, emails, landing pages, forms, fields, tokens, and folders — for teams that have realized the absence of a convention is itself the convention.
scoring-model-design-patterns
Working patterns for behavior and fit scoring in B2B marketing automation — Marketo, Pardot, HubSpot, and platforms that follow the same general model.
6sense-marketo-routing-rules
Routing rules and orchestration patterns for teams running 6sense alongside Marketo and Salesforce — translating account-level signals (buying stage, intent, predictive fit) into person-level actions sales will run.
All five repos live at github.com/vadim-koenen. Contributions and issues welcome.
AI strategy & implementation
AI for brand marketing and external channels
The operating layer underneath the AI is where most marketing AI deployments succeed or fail. I work with marketing teams on the strategic priorities for where AI compute is worth the spend, the framework for scaling AI from pilot to enterprise-wide adoption, and the AI-powered workflows that survive past a single quarter.
What I focus on
- AI investment priorities across external marketing channels — where the spend earns its return and where it does not
- Account-based personalization that runs against a real CRM, not a vendor demo
- Intent-signal activation — turning 6sense, Bombora, and first-party intent into person-level routing the sales team will actually run
- AI-powered advertising workflows: agentic outbound, AI SDR integration, and where copilot beats full-self-driving
- Frameworks for scaling AI capabilities from individual-champion pilots to organization-wide adoption without breaking governance
The work as proof
This Netlify-hosted site is deployed from GitHub source control and maintained by a multi-agent automation system I architected, built, and ship from. LinkedIn posts auto-publish through a Buffer GraphQL agent; Medium and Dev.to articles flow through a manual-publish pipeline; a content multiplexer turns one canonical Markdown source into platform-adapted variants across each channel.
The agents, the queues, the voice profiles, and the operational discipline that keep them from drifting are all in github.com/vadim-koenen. The point is not that any of it is unique — the point is that the operating layer matters more than the AI does, and the work shows what that operating layer looks like in practice.
AI GTM Asset Engine
A repeatable workflow for turning company context, role pain, and GTM systems expertise into personalized pitch sites, messaging maps, and follow-up assets. Built around source-faithful positioning, privacy boundaries, and human approval before anything public goes live.
AngleScope
An AI creative intelligence app for affiliate and performance marketing teams. It analyzes public ad examples, clusters recurring winning angles, and turns those patterns into new creative concepts without pretending to have private ad-account data.