Work / General Motors
Making it easier for a fleet buyer to raise a hand
B2B lifecycle marketing on the GM Fleet team — customer journeys, lead qualification, and content personalization at scale.
- Role
- Fleet Lifecycle Marketing Intern
- When
- Summer 2026
- Where
- General Motors
This was internal work, so this page describes the problems and my approach without figures, screenshots, or documents.
The situation
GM Fleet is the business-to-business side of General Motors. Its customers range from someone casually researching a first work truck to a fleet manager ready to order, and those people need very different conversations.
What I worked on
A smarter “handraiser.” Long forms were asking every visitor the same questions regardless of how serious they were. I designed a lower-friction handraiser and CRM framework that routes leads by behavior and purchasing horizon, so the next step fits where the customer actually is.
Journeys that respond to behavior. I developed Salesforce Marketing Cloud journey flows and a CloudPage and gated-content strategy that use behavior signals to personalize nurture paths and help qualify B2B leads.
A content library built for personalization. Personalized content was bottlenecked by how long each asset took to produce. I built out an AI-supported content library approach so sales enablement, thought leadership, and web content could be tailored to segments far more quickly.
What I took from it
I arrived having used Salesforce in one class. I left having worked across sales, marketing technology, and development teams to propose something the department hadn’t had before, and having learned that the hard part of automation is the strategy and the rules, not the tool.