B2B GTM · Demand Generation · Marketing Operations

I help B2B companies find buyers and create sales conversations.

I’m Ron Kagan. I work hands-on across demand generation, marketing operations, paid acquisition and AI visibility. I build the targeting, automation, messaging and measurement myself, then show what turned into pipeline and revenue.

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What people say

What former colleagues say about working with me.

Recommendation from Charlene Goodwin, VP of Marketing at Admiral Insurance Group: I can't count how many times I've said I wish I had Ron. He is a master at developing strategies to amplify and optimize lead and demand gen programs.

Recommendation from Dave Lu, Co-founder and President at Pared: Ron was in charge of lead generation and was relentless. He taught himself programming to automate processes and scale up our lead gen efforts.

Recommendation from David Kampfe, VP of Sales and Operations at Pared: He helped build our demand generation function from the ground up to exponentially drive leads while reducing our reliance on paid inbounds.

What I do

I do the work between the campaign idea and the revenue number.

That includes finding the audience, cleaning the data, building the automation, writing the message and tracking the result through sales. I stay close enough to the work to know where it breaks.

Find the right people

Use current first-party and public data to identify real buyers instead of buying stale lists or targeting entire categories.

Remove the repetitive work

Connect APIs and automation so the team spends its time on judgment, not copying data between tools.

Give sales a reason to call

Pair precise targeting with a message worth answering, then judge the work by conversations, pipeline and revenue.

Experience

I have done this at startups, scaleups and global companies.

The loop below includes OnPay, Code Climate, Pared, Admiral Insurance Group and other organizations connected to my work.

Selected work

A few things I built, with the numbers.

Prospecting

Contact lists that performed 3× better than the ones we bought.

I used current buyer signals to find qualified prospects and wrote code to collect the contact data, rather than relying on a broker’s stale list. The thinking behind it lives in my demand generation resources.

Method: collect the data when the campaign needs it, from sources the buyers themselves keep current.

Workflow uncovering qualified buyer LinkedIn profiles

Pipeline generation

100 sales meetings in a single quarter.

I built the list, segmentation, messaging and outreach for a targeted prospecting campaign, then tracked the replies and meetings back to the campaign.

One cohort: 14% conversion across 350+ prospects, producing 53 scheduled meetings.

Campaign results showing scheduled meetings

GTM engineering

Thousands of fresh prospects generated through scripted API workflows.

When manual research became the bottleneck, I wrote the API workflows that assembled prospect records and handed sales a ready-to-use list.

API workflow generating prospect records

Competitor research

A fresh prospect list, generated every morning.

This walkthrough shows the Argyle build: scrape competitor pages, identify the companies behind the logos, match them in Salesforce and give reps a call list.

AI visibility

I measure which brands AI answers name.

When a buyer asks ChatGPT, Claude, Gemini or Google’s AI Overviews for a recommendation, I want to know two things: did the answer name the company, and which source did it cite? I published open-source tools that measure both and wrote the AEO guide. The failover essay looks at a different part of the same market: roughly half of AI-adopting businesses on Ramp now pay both OpenAI and Anthropic.

Talk to Ron

Need the targeting, automation or measurement fixed?

Tell me where the work is stuck. I can usually tell quickly whether I am the right person to help.

Talk to Ron