Arvin Poole | Growth Marketing & MarTech Architect

I build data-driven acquisition engines, orchestrate complex CRM infrastructures, and drive measurable pipeline growth for B2B SaaS and high-CAC industries.

15+ years of experience turning marketing automation, paid media, and empirical data into revenue. Currently based in Austin, TX, and open to Marketing Director and Head of Growth roles.

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Lead Scoring & CRM Orchestration

The Challenge

Silktide was transitioning from a sales-led, outbound-heavy motion to an inbound marketing engine. They needed a measurable qualification model that bridged the gap between marketing and sales, but the existing CRM architecture lacked the governance to support it.

The Execution

Instead of just assigning points to pageviews, I built a foundational CRM architecture first. I established strict lifecycle ownership rules where HubSpot owned scoring and the early lifecycle, while Salesforce owned SQLs and downstream stages. Once the governance was locked down, I designed and operationalized a 100-point B2B lead scoring model across both platforms. The model was logically split between firmographic fit (40 points) and behavioral intent (60 points). To ensure execution, I built a 36-task, seven-phase build plan and handed off clear, documented specifications to the RevOps team.

The Empirical Pivot

I do not build models on boardroom assumptions. To calibrate the scoring thresholds, I pulled and analyzed 12 months of historical demo-requester data. The analysis revealed that 94 percent of conversions were actually single-touch events. Based on that data, I killed the planned multi-touch bonus weighting and adjusted the engagement thresholds to match where converters actually lived.

The Result

A fully operational, data-backed scoring engine that aligned marketing and sales around a single source of truth, eliminating disqualification noise and accelerating speed-to-lead for high-intent buyers.

Paid Media Architecture & Regulatory Agility

The Challenge

A previous $1,220 LinkedIn campaign died in an algorithmic death spiral because it used a conversion objective without enough conversion volume to optimize. The business needed a functional acquisition engine for the U.S. Higher Education vertical using our strongest first-party data asset: a public accessibility index of 945 universities.

The Execution

I designed a 10-day, $1,800 validation campaign targeting digital and accessibility leaders. To prevent algorithmic throttling, I changed the objective to Website Visits. I engineered the full measurement architecture, ensuring Insight Tag coverage, Conversions API deduplication, and precise UTM structures that passed data perfectly into HubSpot scoring fields. I also wrote the creative briefs, balancing a deliberately anti-corporate visual identity with the authoritative framing required for public-sector buyers.

The Regulatory Pivot

Mid-build, the DOJ issued an Interim Final Rule extending the ADA Title II compliance deadline. I executed a surgical pivot on the copy. Instead of relying on immediate compliance fear, I rolled out deadline-aware angles like "The DOJ delayed it. The lawsuits did not." The messaging changed, but the audience, budget, and tracking structure remained entirely untouched.

The Result

I launched a technically sound validation engine to test our riskiest assumption (CTR on the Index hook) at a low cost. This sequenced approach protected the marketing team from wasting hours on a heavy 25-ad-set ABM build before the core message was proven in the market.

Active Build: GHL Pipeline Orchestration

The Challenge

In the life insurance sector, speed-to-lead is the single biggest predictor of a closed policy. My client is currently operating on a fragmented tech stack that causes lead decay. We need to consolidate their marketing and sales operations into a single environment and ruthlessly optimize the follow-up process in a tightly cost-constrained environment.

The Blueprint

I am currently migrating their entire lead management and sales architecture into Go High Level (GHL). Instead of just porting over old data, I am rebuilding the funnel logic from the ground up. To accelerate the technical build, I am using Claude Code to script the custom webhooks, API integrations, and backend logic. I am engineering automated SMS and email nurturing sequences designed to trigger the second a lead hits the system, with the goal of driving response times down to zero. I am also building conditional logic into the pipeline to immediately flag and route high-value policy inquiries directly to the sales team to separate signal from noise.

The Objective

A unified, fully automated GHL architecture that eliminates manual lead triage. Once deployed, the system will guarantee immediate engagement with every prospect, maximizing the conversion rate of expensive demand-gen traffic and setting the foundation for scalable, tracked experimentation.