Turning a sales-identified opportunity into a diagnostic lead-generation system

Sales identified the opportunity in the distributor market and brought forward an internal brief with research, pain points, and questions. My role was to turn that direction into a campaign concept with two goals: give participants something useful and give Sales better context for follow-up.

I built the assessment around five dimensions drawn from the distributor brief and Structured’s capabilities:

The result was a transparent campaign diagnostic, not a validated industry benchmark: equal weighting, four readiness tiers, clear scoring rules, and recommendations tied to the respondent’s primary constraint.

One of the most important decisions was what not to build. AI-assisted scoring approaches could quickly become more mathematically complicated than the business case required. I deliberately simplified the model because I needed to be able to explain and defend how the score worked to Sales, Product Marketing, or a data specialist.

The assessment was not presented as an independently validated industry benchmark. It was a campaign diagnostic built from the market brief, Structured’s capabilities, and repeated Sales review.

The assessment was designed to feel useful before it felt like lead capture. Participants moved through one question at a time with a visible progress indicator and simple answer choices. The email gate appeared only after the assessment was complete. In exchange, the participant received:

The goal was simple: make the result valuable enough to stand on its own while naturally connecting the identified challenge to a capability Structured could help address.

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The assessment was designed around a connected sales handoff.

LinkedIn / Email → Assessment → Email Gate → Personalized Result → HubSpot → Salesforce handoff

A completed assessment could create or enrich a HubSpot contact with the respondent’s diagnostic information and carry that context into Salesforce. Instead of receiving only a name and email address, Sales could see the operational issues the participant had already identified.

The same response data also had a second potential use. At sufficient volume, aggregated responses could help test assumptions about the distributor market, surface recurring pain points, and potentially support future benchmark or research content. Because the campaign did not launch before I left Structured, that market-intelligence layer remained an intended capability rather than a realized result.

I used Claude throughout development to help explore dimensions, questions, scoring approaches, and the assessment build itself. I provided the market brief, Structured’s capabilities, campaign requirements, and business objective, then iterated on the output through testing and review.

When the scoring logic became more complicated than I could comfortably defend, I simplified it. When the assessment needed stronger subject-matter validation, I brought it back to Sales. Claude accelerated the build.

The judgment about what to ask, how to score it, and whether the experience was credible remained mine.

Sales identified the distributor opportunity and provided the market expertise. My role was to turn that direction into a working campaign concept.

I owned the assessment structure and scoring, question design, campaign requirements, user experience, lead-capture strategy, the Claude-directed HTML build, testing and debugging, feedback synthesis, and the requirements for what data needed to pass into HubSpot. A third-party developer handled the HubSpot wiring, while Sales Ops was involved in the Salesforce handoff.

By the time my role ended, the custom assessment was functioning, tested, connected to HubSpot, and in final review. The promotional campaign had been prepared but had not launched, while Salesforce mapping and downstream Sales workflows were still being worked through.

Because the campaign did not launch before I left, I don’t present conversion, pipeline, or revenue results here. The value of the work is in the system itself: turning a sales brief into a functional diagnostic, lead-capture experience, CRM-ready data model, and repeatable campaign framework.

Market brief → Diagnostic → Personalized result → CRM context → Sales follow-up

The larger idea was to build more than a one-off campaign asset. It was to create a reusable framework that could become more useful every time it was applied.