# Rob Blake — Tool Depth Map

## How to Read This Document

- **expert** — Used at enterprise scale, deep operational knowledge. Full claim in resume.
- **proficient** — Used regularly, solid working knowledge. Full claim.
- **familiar** — Used in adjacent context, understand category deeply. Acknowledge with "familiar."
- **never touched** — Do not mention. Do not claim.

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## CRM & Marketing Automation

| Tool | Depth | Context |
|---|---|---|
| Marketo | expert | Enterprise B2B marketing automation, complex segmentation, revenue cycle modeling, program performance across 24+ properties |
| Salesforce | expert | Deep CRM integration, reporting, lead scoring, attribution models, multi-touch tracking |
| HubSpot | familiar | Downstream/simpler version of Marketo. Understand category deeply. Frame as: "familiar with HubSpot as a downstream platform." |
| Eloqua | familiar | Similar category to Marketo. Some experience. |

## ABM & Data Enrichment

| Tool | Depth | Context |
|---|---|---|
| Demandbase | expert | Enterprise ABM platform, IP-based visitor resolution, account identification, native B2B advertising, engagement minutes, buying group mapping. Used at Lumen + Trimble. |
| ZoomInfo | familiar | Mass contact database, direct dials. Understand category and what it solves vs. Demandbase. |
| Clay | familiar | Lightweight API enrichment, waterfall enrichment. Understand category. |
| Clearbit | familiar | Form shortening, inbound lead enrichment. |
| 6sense | familiar | AI-first predictive ABM. Studied the category in AI education (Claude Code / n8n coursework) — predictive analytics, intent data, AI agents for account targeting. Have not implemented in production. |

## Analytics & Measurement

| Tool | Depth | Context |
|---|---|---|
| Google Analytics / GA4 | expert | 20+ years. Mortgage Insider Media, Lumen, GridGain. |
| Adobe Analytics | expert | Analysis Workspace, Reports & Analytics, Report Builder. Used at PMI, Trimble. Originated as Omniture SiteCatalyst at Level 3 (2011–2015), where I led the platform migration from Webtrends to Adobe Analytics + DTM + Target. Operational depth continues regardless of cert currency. |
| Adobe Target | expert (L3 origin, current at PMI/Trimble) | Built the business case and managed the Adobe vendor relationship for the Level 3 migration to Adobe Analytics + DTM + Target (2011–2015). Used Adobe Target and Optimizely-flavored A/B and multivariate testing as core experimentation tools through Trimble and PMI. Operational depth continues regardless of cert currency. |
| Tableau | expert | Dashboard design, cross-channel attribution models. Used at PMI, Lumen. |
| SOASTA / mPulse | expert | RUM testing, web performance. Used at Williams-Sonoma. |
| BrightEdge | expert | Enterprise SEO platform. Used at PMI. |
| Semrush | expert | All-in-one SEO suite, keyword research, PPC competitive intelligence. 20+ years. |
| Ahrefs | expert | Deep backlink analysis, organic search. Used extensively. |
| Screaming Frog | expert | Desktop crawler, technical audits, 404s, broken links. Used extensively. |
| Google Optimize | expert | A/B and multivariate testing. Used at GridGain, Lumen. |
| Marketo Analytics | expert | Program performance, email analytics, nurture tracking. |
| Optimizely | familiar | Used in past engagements, not extensive day-to-day. Understand category (A/B and multivariate testing, feature flagging). |

## Paid Advertising

| Tool | Depth | Context |
|---|---|---|
| Google Ads | expert | 20+ years. GridGain, Trimble, PMI. |
| Bing Ads | expert | 20+ years. Parallel to Google Ads. |
| LinkedIn Ads | proficient | Campaign management. Trimble, GridGain. |
| Facebook Ads | familiar | Some historical use. Not recent. |

## AI & Automation

| Tool | Depth | Context |
|---|---|---|
| Claude Code | expert | Production AI agent building, n8n workflows, Zapier integrations |
| n8n | expert | Workflow automation, CRM integration, multi-step orchestration |
| Zapier | expert | Integration automation, webhook triggers |
| MCP (Model Context Protocol) | expert | Connecting AI agents to external systems |
| ChatGPT / GPT-4 | expert | Prompt engineering, content generation |
| Make.com | familiar | Category familiarity. Simpler version of n8n. |

## Project Management & Workflow

| Tool | Depth | Context |
|---|---|---|
| Adobe Workfront | expert | Enterprise PPM, portfolio governance, capacity planning, complex workflows. Lumen. |
| Monday.com | familiar | Visual drag-and-drop, team collaboration. Understand category from Workfront perspective. |
| Jira | familiar | Light use. |
| Confluence | familiar | Documentation. |
| Slack | expert | Daily collaboration tool across all recent engagements. |

## CMS & Web

| Tool | Depth | Context |
|---|---|---|
| WordPress | proficient | Basic content management. |
| Drupal | familiar | Some historical use. |
| Adobe Experience Manager (AEM) | familiar | Enterprise CMS. Hands-on during the CenturyLink→Lumen rebrand (2020): Marketo team was not the day-to-day owner but helped the dev team with critical website changes (page architecture, content updates, launch readiness) for the rebrand and supporting microsites. Understand category (templates, components, author/publish workflow, integration with Adobe Target and Adobe Analytics). |
| Sitecore | familiar | Enterprise CMS, some exposure. (Was the Level 3 CMS, 2011–2015 — see Analytics entry.) |

## SEO

| Tool | Depth | Context |
|---|---|---|
| BrightEdge | expert | Enterprise SEO. PMI. |
| SEMrush | expert | Keyword research, competitive analysis. |
| Moz Pro | familiar | Category familiarity. |
| Ahrefs | expert | Backlink analysis. |
| Screaming Frog | expert | Technical SEO auditing. |
| Conductor | familiar | Enterprise SEO platform. |

## Certifications (Historical — operational depth continues regardless of cert currency)

- Adobe Analytics (formerly Omniture SiteCatalyst)
- Adobe Target
- Google Analytics IQ
- SOASTA mPulse

> Note: Certifications are listed for historical accuracy only. They are not the source of the depth claim. Active depth on Adobe Analytics and Adobe Target comes from the operational work at Level 3 (origin), PMI, and Trimble — see the Analytics & Measurement table above. In a 15+ year MarOps career, recency on Adobe Analytics/Target is the norm, not the exception, since most enterprise MarTech stacks run on the Adobe experience cloud.

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## JD Framing Rules

When a JD mentions a tool you've never used:

**Do:** Name the category + your enterprise-level tool + "familiar with the category"
> "Demandbase (enterprise ABM) | ZoomInfo / Clay (familiar)"

**Don't:** Claim expert-level experience you don't have
**Don't:** List the tool as absent — acknowledge if it's in a category you know

When a JD mentions a simpler version of a tool you know deeply:
> "Adobe Workfront (enterprise) | Monday.com (familiar)"
> "Marketo (enterprise) | HubSpot (familiar)"