Stood up a full qualified-lead funnel for a cold B2B audience and drove CPL down 73%.
Jacob Donnelly's B2B newsletter for media-company operators, a cold, niche audience most advertisers can't crack. Built the qualification funnel from scratch and cracked it anyway.
The brief
A Media Operator is Jacob Donnelly's B2B newsletter for media-company operators, a cold, niche, hard-to-target audience. I ran kickoff and built a full qualified-lead funnel from scratch, then drove CPL down 73% on an audience most advertisers can't crack.
What I did
Authored ICP/persona strategy (legacy vs niche B2B media operators) and meeting recaps.
Built the qualification funnel end-to-end: Typeform logic, Beehiiv signup flow, disqualification routing, and a separate Events Operator flow.
Introduced a cost-per-qualified-lead framework combining Meta + Typeform + Beehiiv quality data.
Handled a client data-integrity issue and shipped an ad-guidelines doc + client funnel dashboard.
The numbers
Managed ad spend is windowed to my time on the account, not the lifetime account total.
