Playbook · 2,400 words
lead.created pipeline: jordan-green / prod
You are the lead.
This page is a working model of how I do growth: five stages, each half craft, half machinery. Scroll, and your packet moves through the same pipeline I build for clients — attracted, scored, nurtured, and (ideally) converted by the end. I'm Jordan Green. I build growth systems where the creative and the code are the same project.
Scroll to enter the pipeline
{
"event": "lead.created",
"id": "visitor_8412",
"source": "direct",
"score": 0,
"tags": ["curious"],
"ts": "just now" // hello.
}
00 · enter
01 · attract
stage 01 · attract page.viewed
First, you have to be worth finding.
For a B2B finance-ops SaaS, I built a content engine that publishes 90 pieces a quarter — AI-drafted against a tight editorial spec, then edited by a human who can be embarrassed by it. Every piece ships with tracking baked in, so the moment a reader becomes a lead, the pipeline knows which post did the work.
3.1×
organic traffic / 9 mo
90
posts per quarter
100%
human-edited
brief.generated→draft.claude→edit.human→post.published→utm.captured
content engine · b2b saas · 2025
Teardown · 1,800 words
Your forecast is lying to you. Here's the audit.
Benchmark · 3,100 words
What 212 finance teams actually pay for their billing stack
02 · score
stage 02 · score lead.scored
Not every lead deserves a human. You just qualified.
A 40-person SaaS team was drowning in demo requests, so I built an n8n pipeline that enriches every inbound lead and has Claude score it against a rubric the sales team wrote themselves. 4,200 leads a month get a score, a reason, and a route in under a minute — and reps only see the ones worth their calendar.
4,200
leads scored / mo
+22%
SQLs accepted
<60s
webhook to CRM
ai lead scoring · n8n + claude · 2025
⚓ Webhook
on: lead.created
Enrich
firmographics + tech stack
Claude · Score
rubric v6 · json out
IF score ≥ 70
→ CRM: assign owner, book link
ELSE
→ stage 03: nurture track
{
"score": 62,
"band": "MQL",
"reason": "Strong engagement; no
budget signal yet.",
"route": "nurture" // keep scrolling
}
rubric v6 · written with sales, not for them
Fit — ICP, size, stack0–40
Intent — pages, replies, asks0–40
Timing — renewal, hiring, funding0–20
03 · nurture
stage 03 · nurture email.opened
Emails people don't regret opening.
A DTC skincare brand was sending four blasts a month to everyone. I rebuilt it as a 14-email behavioral system — welcome, routine-building, replenishment, winback — each triggered by what someone actually did, not by the calendar. The automation is the easy part. The work was writing emails that sound like a person who knows your skin.
+38%
repeat purchases
14
emails, behavioral
2.4×
revenue per send
email.delivered→email.opened→email.clicked→cart.created
lifecycle overhaul · dtc skincare · 2024
from: Mara at [skincare brand] · day 21 · replenishment
Your moisturizer has about 9 days left
We did the math so you don't hit an empty jar on a Tuesday.
Based on when your last order landed, you're about three weeks in — which is when most people start scraping the jar at an angle.
Restock now and it arrives before you run out. No subscription required, no guilt trip attached.
Restock in one tap →- day 0welcome
- day 3routine guide
- day 21replenish
- day 45winback
04 · convert
stage 04 · convert checkout.completed
Conversion is a testing discipline, not a lucky headline.
For a consumer fintech app, I ran a paid creative framework: hooks × angles × formats, 214 variants over two quarters, every one tagged and fed back into one results table. CAC dropped 27% — and, more useful, we know why. Two hooks carry most of the conversions, and the team can now retire a losing angle in days instead of quarters.
214
ad variants tested
−27%
blended CAC
9
test waves shipped
paid creative framework · consumer fintech · 2025
wave 09 · hooks × formats214 total · 24 live
v187 "your bank is rounding against you" · CVR 4.1% → scale
v202 "the fee you agreed to in 2019" · CVR 3.6% → scale
the other 22 · retired within 6 days, budget rolled to winners
05 · retain
stage 05 · retain order.repeated
The cheapest growth is the customer you already earned.
Retention was the back half of that skincare lifecycle: replenishment timing tuned per SKU, a winback that leads with the customer's own results instead of a discount, and a "pause instead of cancel" flow that saved the subscribers who just needed a month off. Same brand, same system — the +38% lives here too.
11%
lapsed buyers recovered
31%
cancels became pauses
sub.pause_requested→offer.pause→sub.resumed
retention system · dtc skincare · 2024
before — blast era
after — behavioral
"Your skin kept the receipts."
Winback, day 45 — opens with the reviewer's own before/after note from their order history, not a coupon. Discount only appears on email two of three.
open 47% · recovered 11% of lapsed
06 · results
the ops layer warehouse.synced
One warehouse. Six channels. Zero attribution arguments.
Under every engagement I run the same ops layer: events from paid, email, organic, referral, partners, and lifecycle land in one warehouse, get stitched to a lead, and roll up into a dashboard the CEO actually opens. When everyone reads the same numbers, the meetings get shorter.
3.1×
Organic traffic
content engine
+22%
SQLs accepted
ai scoring
−27%
Blended CAC
creative testing
+38%
Repeat purchase
lifecycle
stitched: event → lead → revenuerefresh: hourly · source of truth: one table, versioned
the desk where the pipelines get drawn
about human.verified
The craft and the code are one job.
I've spent ten years in growth — first as the person writing the emails, then as the person automating them, now as both at once. I work with teams who want the taste of a good creative lead and the leverage of an ops engineer, without hiring two people and hoping they get along.
- 01Systems over heroics. If it worked once, it becomes a workflow. If it worked twice, it gets a dashboard.
- 02AI drafts, humans decide. Every model in my stack has an editor. Nothing ships that someone can't defend.
- 03Numbers you can audit. Every result on this page traces to an event you could query. That's the whole point.
n8nClaude APIHubSpotKlaviyoGA4BigQueryMeta / Google AdsFigmaWebflow
07 · converted
final stage lead.converted
The pipeline worked. You're here.
If you want a growth system with this much craft in the copy and this much rigor in the plumbing, the next event is an email. I reply to every real one within 24 hours.
hello@jordangreen.co{
"score": 100,
"stage": "closed.won",
"next_step": "email",
"sla": "reply < 24h",
"note": "thanks for scrolling
the whole funnel."
}