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Marketing Automation Consultant

Marketing automation should create leverage, not operational drag.

Vadim Koenen helps teams turn scattered campaigns, lifecycle logic, data quality issues, and CRM dependencies into a cleaner marketing automation operating model.

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Marketo Certified Expert ×2 HubSpot Certified 6sense & Demandbase Certified
Platform problems people actually call about

Six platform decisions, in the words teams use.

“We’re on HubSpot but outgrowing it.” An honest read on whether to migrate or fix what you have — I run both, and most teams outgrow the setup before the platform.
“Two platforms after the acquisition.” A consolidation plan: what merges, what stays, what gets retired, and the order that keeps campaigns shipping throughout.
“The instance grew without a plan.” Workspaces, partitions, folders, and naming rebuilt so the structure matches the org — and new people can find things.
“Nobody can launch without asking us.” Program templates and a campaign factory so the wider team self-serves inside guardrails instead of queueing behind ops.
“Every launch needs QA nobody does.” Pre-send gates, test flows, and a checklist that catches the broken token before the customer does.
“We can’t tell if any of it works.” Reporting architecture across platform and CRM so performance questions have one answer instead of three. Marketo consulting →

Marketing automation is an operating system

It's often treated as a campaign tool. In reality it controls who gets which message, how leads move through the funnel, what sales sees, and which signals the business trusts.

When that operating system is poorly documented, every new campaign gets slower: teams debate definitions, rebuild old templates, and manually reconcile data. I build the version where the next campaign is easier than the last one.

Where I focus

Campaign factory & templatesReusable structure the whole team can clone.
Segmentation & suppressionCompliance, preference, and audience logic.
Scoring & lifecycle governanceStage definitions with a system of record.
Sales handoff & routingTriggers, alerts, tasks, and dependencies.
Data hygiene workflowsField-level operating rules that hold up.
Reporting alignmentCampaign activity tied to funnel movement.

Practical AI in marketing operations

AI belongs in marketing ops where it reduces controlled, repetitive work: QA support, documentation drafts, field mapping review, brief normalization, first-pass data hygiene. Humans stay in control; the team gets speed and consistency. I run this discipline on my own systems first — see The Lab.

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