Demand gen · Revenue marketing · GTM systems
Campaigns that sell. Systems that prove it.
I'm Cameron Lanier, Director of Marketing at Smart On X. I build the campaigns that create demand, and the CRM and attribution that show what each one earned. That work influenced more than a third of company revenue over the past year.
Smart On X
Director of Marketing
Productside
Director of Content Marketing
Gamma Electronics
Director of Marketing & Media Communications
What I do
The whole revenue engine, from the idea to the report
Demand gen campaigns
Formats people actually want to share, like a competitive webinar series that manufacturers promoted on their own channels.
Attribution and CRM
Moved revenue onto HubSpot deals, built the Shopify integration, and tie every campaign to the orders it influenced.
Brand and launches
Led the Smart On X rebrand, one brand built to hold many product lines, and every product launch since.
Applied AI
Claude connected to HubSpot and Shopify to clean data, rebuild order reminders, and ship site work in days, not weeks.
Selected work
Launches, campaigns, and the systems behind them
Campaign · Smart On X
Implant Faceoff
Clinicians defend rival implant systems in a hockey-themed, audience-voted showdown. Nearly 1,000 people registered, manufacturers shared it, and it became our #1 revenue campaign.
Attribution · Smart On X
From orders to deals
Moved revenue onto HubSpot deals and built the Shopify integration, so every one of 70+ campaigns can be traced to the orders it influenced.
Product launches
Every launch since the rebrand
Omnibut, SDC 2.0, RapidArches and more, each launched on the single brand platform I proposed to hold them. Four rank in the top six revenue campaigns of all time.
Systems · Smart On X
A smarter reorder rhythm
Rebuilt the order reminder system for the company's largest account, using Claude to check order history against reminder timing. The account's year-over-year growth jumped from about 40% to 121% in two months.
Campaign · Productside
Product Pick 'Em
A March Madness bracket of product management tools with daily social voting. It grew LinkedIn followers 17%, led to co-hosted webinars, and the company revived it two years later.
SEO content · Gamma
Technical content that outranked giants
#1 Google rankings for terms like "plenum cable," bringing inbound inquiries from SpaceX and the Department of Defense.
How I think about revenue
Start with what buyers are looking for.
At Gamma Electronics, a big content push into low-PIM cables produced almost nothing. The search data showed why: hardly anyone was looking for them. I brought that data to the owner, and together we shifted our effort to cold shrink and heat shrink tubing, where buyers actually were.
That content became the company's top lead source, with inbound inquiries from SpaceX, the Department of Defense, and Caltrans. I still start every campaign the same way: with what buyers are actually looking for.
About
A marketer who builds the machine
At Smart On X I built the revenue engine from the ground up: the brand, the HubSpot systems, the campaigns, and the attribution that proves they work. Since a sales team transition, I also run the pipeline and key account communications.
Before that, I turned occasional content into a lead engine at Productside and built SEO, e-commerce, and the first CRM at Gamma Electronics. I hold an MBA and use AI every day to make small teams move like big ones.
Off the clock
Stories, screens, and side quests
Past work
Video and photography
Years of video, motion graphics, and photography for clients like Coca-Cola, Ragnar Relay, and Musical Theatre West.
Writing
Screenplays
The scripts and short films I write on nights and weekends. A growing collection.
For the nerds
Watch guides
My viewing orders for the Star Wars saga and the Marvel Cinematic Universe.
Get in touch