Casey Hensley, MBA

Fan demand rises with the temperature, so this program sends when it's hot where a customer lives instead of on a fixed calendar.

The workflow pulls about 8,400 profiles from four Klaviyo segments and reduces them to about 2,800 unique cities, so WeatherAPI is called once per city instead of once per person. Profiles in cities above 90°F get a Heat Index Alert event that triggers a designed email flow. A last-alert-date property limits sends to one per day, so nobody is flooded during a heat wave.

A scheduled workflow pulls lead and opportunity data from Salesforce every night, so segments, triggered emails, and reporting run on current pipeline status instead of stale exports. Open opportunities can be suppressed from prospecting sends, and audiences can be targeted by funnel stage without manual list work.

Every new form submission updates the contact's email consent in Klaviyo automatically. Opt-ins are captured the moment someone submits, and nobody has to reconcile form data with the email list by hand.

Every decision started with keyword and query research to find the terms buyers actually use, prioritized by search volume and purchase intent. That research shaped product naming, navigation, metadata, and content.

The research showed our navigation used internal language instead of buyer language. "Large overhead fans" became "HVLS fans," and "residential fans" became "ceiling fans." The products stayed the same. The words changed, and search visibility followed.

During the rebuild I led the technical work that makes a site readable to search engines and AI models:

Big Ass Fans had strong recognition with existing customers but needed to reach buyers who had never considered the brand. "Give a Damn" was a $100K awareness test across YouTube, The Trade Desk (CTV), ZoomInfo DSP, and Meta, with head-to-head creative variants. I built a custom brand-lift framework for it, covering cross-channel reach deduplication, effective frequency, and a composite lift index.

Two YouTube surveys tracked the change: an awareness survey with 2,008 responses ("Have you heard of Big Ass Fans?") and a consideration survey with 3,622 responses ("Which of these brands would you consider buying from?").

Industrial buyers plan equipment purchases around capital budget cycles. Instead of leading with a discount, the Capex campaign made the case for value: long-term energy savings, durability, and return on investment. It gave facility and finance decision-makers the reasoning they needed to put fans in next year's budget.

Scores also come down. Unsubscribes, competitor or student email domains, job seekers, and long inactivity lower a lead's score, so stale leads leave the Sales queue instead of cluttering it. Leads that cross the MQL threshold route to Sales with their score and recent activity visible on the Salesforce record.