Digital Marketing Skills and Tools That Drive Pipeline
These digital marketing skills come from 16+ years of hands-on work in search, paid media, demand generation, analytics and web.
Table of contents
What Digital Marketing Skills Does Zabi Niazi Have?
Zabi Niazi’s digital marketing skills cover SEO, GEO/AEO, Google Ads, account-based marketing, marketing automation, attribution and conversion optimization, using tools such as Marketo, HubSpot, Salesforce, GA4 and SEMrush.
Five Areas of Expertise
Search and AI Visibility
SEO, technical SEO, GEO and AEO, schema markup, featured snippets, keyword strategy
Paid Media
Google Ads, Microsoft Advertising, LinkedIn Ads, Meta Ads, retargeting, bid strategy
Demand Generation and ABM
Account-based marketing, lead scoring, nurture, funnel design, sales alignment
Analytics and Attribution
Multi-touch attribution, KPI dashboards, funnel reporting, experiment design
Web and Conversion
WordPress builds, landing pages, CRO, A/B testing, page speed
Tools Behind My Digital Marketing Skills
Grouped by job.
Automation and CRM
SEO
Analytics
Ads and Testing
What I Check in a Typical Audit
Eight questions that decide where to start.
- Can Google crawl and index every key page?
- Does each page open with a clear, quotable answer?
- Is schema markup valid and complete?
- Are AI crawlers allowed in robots.txt?
- Where does Google Ads spend go to waste?
- Is conversion tracking accurate?
- Are MQLs tied to opportunities and revenue?
- Do landing pages load fast on mobile?
Certifications
Verify on LinkedIn. See the skills in action in the case studies and resume.
Skills Mapped to Results
Each skill with the evidence behind it.
| Skill | What it delivers | Evidence |
|---|---|---|
| SEO and schema | Qualified traffic, featured snippets | +50% traffic, +40% snippets (TimeZ Marketing) |
| Google Ads and SEM | Lower cost per lead | -43% CPL, +36% Quality Score (BirdEye) |
| Account-based marketing | Shorter sales cycles | -18% sales cycle (Arm) |
| Lead scoring and routing | Better MQL-to-SQL conversion | +18% (iBaby Labs) |
| Journey mapping and attribution | More opportunities | +31% lead-to-opportunity (Qualys) |
Digital Marketing Skills FAQ
What is GEO (generative engine optimization)?
GEO is optimizing your content, entities and schema so AI assistants such as ChatGPT, Gemini and Perplexity can understand and cite your brand.
What is AEO (answer engine optimization)?
AEO structures pages with clear questions and direct answers so they are chosen for featured snippets, voice results and AI answers.
Which marketing automation platforms does Zabi use?
Marketo, HubSpot, Pardot and Eloqua, connected to Salesforce.
Does Zabi build websites too?
Yes. WordPress sites and landing pages built for speed, crawlability and conversion.
How I Apply These Skills on a Project
On a Search Project
I start with a technical audit, then fix schema and answer-first content, and track the outcome in GA4 and Search Console.
On a Paid Media Project
I clean up tracking, rebuild campaign structure and test ads and landing pages, then tie results to pipeline in the CRM.
On a Demand Generation Project
I align lead scoring, nurture and routing with sales so marketing qualified leads turn into real opportunities.
On a Website Project
I plan structure and speed together, add schema, and build conversion paths that match each campaign and audience.
At a Glance: Process and Coverage
Further Reading
Authoritative references I rely on.
Need These Skills on Your Team?
Free consultation. Reply within one business day.
Book a free consultationzbiniazi@gmail.com