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B2B MarTech & data architecture.

Stack audits, data design and platform migrations for B2B marketing teams in the US and Europe.

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Where teams get stuck

MarTechulate is a B2B MarTech and data architecture consultancy led by David Frederick, an Adobe Certified Master in Marketo Engage Architecture. I audit marketing stacks, design the data model, lifecycle and attribution, and migrate teams between Marketo Engage, HubSpot, Salesforce Account Engagement (Pardot) and Eloqua.

Adobe Marketo Engage certification badges, including Adobe Certified Master

What I help with

Architecture audit

MarTech stack and architecture audit

Most stacks grow one tool at a time. Each purchase made sense on its own, but nobody planned how they’d fit together. Two tools end up scoring the same lead, and the pipeline report is a spreadsheet someone rebuilds every month.

An architecture audit maps every tool, integration and data flow, then gives you a written report and roadmap ranked by impact and effort, including what to consolidate or cut.

  • Stack map and tool overlap
  • Integrations and data flows
  • Field ownership and sync rules
  • Lifecycle and lead routing
  • Attribution and reporting
  • Access, governance and consent

Fixed-fee audit

Book an audit

Data and attribution

Marketing data, attribution and AI readiness

If one person exists as four records, or each tool defines a lifecycle stage differently, the reports will be wrong however good the dashboard is.

I design the data model, account matching, lifecycle stages and attribution, so marketing and sales report from the same definitions. If you’re bringing in AI tools, I also set rules for what they can read and change.

  • Data model and field standards
  • Identity and deduplication
  • Account matching and enrichment
  • Lifecycle stages and sales handoffs
  • Pipeline attribution and channel mapping
  • Data rules for AI tools

Fixed-scope project, quoted after a scoping call

Scope a project

Migrations

Marketing automation platform migrations

A migration is a good chance to leave old problems behind. It’s also when lead routing to sales most often breaks.

I start with an audit so only what’s worth keeping moves across. Then I remap the data, rebuild the automations and run both platforms side by side until the agreed cutover date.

  • Migration plan and cutover date
  • Data and field mapping
  • Workflow and program rebuilds
  • Integration and routing tests
  • Parallel running
  • Documentation and handover

Fixed-scope project, quoted after a scoping call

Plan a migration

Moving to Marketo? See Marketo Engage consultancy.

Recent architecture projects

B2B software company · Attribution

Rebuilding lead source attribution

The problem
Lead source was set inconsistently, and channels were mixed up with tactics, so no one could say with confidence where pipeline actually came from.
What I did
Designed and built first-touch Person Source and Most Recent Lead Source, each with a detail field, wrote qualification rules for every channel, and documented the difference between a channel and a tactic so the team applies it consistently.

B2B SaaS company · Lifecycle

Separating fit and behaviour scoring for MQLs

The problem
MQLs were firing inconsistently, and fit and behaviour were tangled together in one score, so sales had stopped trusting them.
What I did
Split the two: Marketo keeps behaviour scoring, while fit scoring and MQL stamping moved out to a dedicated system with rules by company size. Stranded legacy leads were handled in a one-time batch rather than extra campaign logic.

MarTech questions

What is B2B MarTech architecture?

B2B MarTech architecture is how your marketing tools, data and processes fit together with sales: which system owns each field, how people are matched to accounts, how data moves between your marketing automation platform, CRM and other tools, and how lifecycle, attribution and pipeline reporting are defined. Good architecture means marketing, sales and RevOps all work from the same data and the same definitions.

What does a MarTech architecture audit include?

A review of every tool in your stack, the integrations and data flows between them, field ownership, lifecycle and lead routing, attribution and reporting, and who has access to what. You get a written findings report and a roadmap ranked by impact and effort, including which tools to consolidate or cut, plus a walkthrough call.

How long does an architecture audit take?

It depends on the size of your stack, and you get a fixed date for the findings walkthrough before we start. Stacks with several business units or regions take longer.

How much does B2B MarTech consulting cost?

Every project is quoted at a fixed fee after a free scoping call, so you know the full cost before any work starts.

Do you work with B2C companies?

No. I only work with B2B teams, typically B2B SaaS, technology and technical manufacturing companies with a sales team, a CRM and long buying cycles. That’s where lifecycle, account data and pipeline attribution matter most.

Do you only work with Marketo?

No. Marketo Engage is my deepest specialism, but I work across the B2B marketing stack, including HubSpot, Salesforce Account Engagement (Pardot), Eloqua, Salesforce and Microsoft Dynamics, attribution tools such as Dreamdata, and sales engagement platforms such as Outreach.

Which platforms can you migrate between?

I migrate teams between Marketo Engage, HubSpot, Salesforce Account Engagement (Pardot) and Eloqua. I start by understanding your goals and current stack, and I’ll tell you honestly if the platform you’re moving to isn’t the right fit.

How long does a marketing automation migration take?

It depends on the scope. The main factors are how much data and history is coming across, how many programs and workflows need rebuilding, and how many integrations are involved. You get a fixed timeline and cutover date after scoping.

How do you avoid breaking things during a migration?

By planning the cutover before building anything. Data and fields are mapped up front, automations are rebuilt and tested against real scenarios, lead routing is checked end to end, and the old and new platforms run side by side until a planned cutover date.

What does AI readiness mean for B2B marketing data?

It means your data is clean, consistently defined and governed well enough for AI tools and agents to use safely. In practice that covers deduplication, field standards, clear lifecycle definitions, and guardrails for which systems an AI agent can read from and write to.

Will you recommend replacing our tools?

Only when it’s the right call. I’m not tied to any vendor, so the recommendation is based on what your team needs. Often the better answer is to consolidate, or to fix how the tools you already pay for fit together.

Will you work with our RevOps, sales ops or IT team?

Yes. Architecture work touches every team that owns data, so I work alongside RevOps, sales ops, CRM admins, IT and agencies, and document every decision so your team can own it afterwards.

What happens after the project?

You get full documentation and a handover, so your team can run it. If you’d rather have senior help on hand every month, Fractional Marketo Engage Support picks up where the project ends.

Do you work with companies in the US?

Yes. I work with B2B teams across the US and Europe, with working hours that overlap with US time zones.

Let’s talk

A 30-minute call on Google Meet to talk through what you need.

Nothing suitable? Email david@martechulate.com and I’ll find a time that works.