Ed Lane

Background

About Ed Lane

I help B2B SaaS companies turn marketing data into growth. With 16+ years of experience across demand generation, ABM, and performance marketing, I specialize in building scalable marketing systems that connect strategy, execution, and measurement to real business outcomes.I’ve led integrated campaigns across key channels, using tools like HubSpot, 6sense, Marketo, Salesforce, Google Analytics, and Looker to optimize ROI, improve targeting, and tell clear, data-driven stories. My work blends hands-on execution with systems thinking, translating marketing problems into structured frameworks, workflows, and insights that teams can actually act on.Along the way, I’ve also served as a Marketing Subject Matter Expert (SME), helping teams and AI-driven tools better understand how marketing works in practice—how decisions are made, where logic breaks down, and how success should be evaluated. That perspective has shaped how I approach automation, experimentation, analytics, and performance optimization.Some results I’ve delivered:• Increased marketing-driven pipeline contribution by 35% YoY• Improved campaign ROI by 20% through data-driven optimization• Reduced CAC by 15% with smarter targeting and segmentation• Boosted social engagement by 45% and brand awareness by 20%I thrive in fast-paced environments where I can design systems from the ground up, align sales and marketing, and help teams focus on the KPIs that matter most—pipeline growth, engagement, CAC, CLTV, and retention. Always open to connecting with SaaS leaders, founders, and teams who want to scale smarter through data, experimentation, and well-built marketing systems.