LISBON -Demand Generation for B2B SaaS: Strategy, Content & Channels
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Talk: Demand Generation Playbook for B2B SaaS: Mindset, Strategy, Channels & Content
Buyers have changed. Most decision-making happens in the dark funnel — private communities, Slack groups, peer influence, and word of mouth. Traditional lead gen still captures intent — but doesn’t create it.
Modern demand generation is about becoming the first brand buyers remember when they enter the 5% ready-to-purchase window.
In this talk, you’ll learn a proven framework to build a demand engine that drives pipeline, revenue efficiency, and sustainable growth in B2B SaaS.
What we’ll cover:
- Demand Gen vs. Lead Gen — what’s changed and why it matters for CAC, sales velocity, and win rate
- The 95–5 philosophy and how to build trust with the 95% of buyers not yet in-market
- A full-funnel strategy: Generate → Capture → Convert → Expand
- How to align your GTM motion (PLG, Sales-Led/ABM, Hybrid) with the right channel mix
- How to build a content engine powered by ICP insights, narrative clarity, and AI-supported repurposing
- The metrics that prove influence on pipeline and revenue — beyond vanity metrics and MQL obsession
- How to measure true marketing impact — pipeline influence, payback period, LTV:CAC
- The most common mistakes that waste time and budget (and how to avoid them fast)
Expect frameworks, templates, and real examples you can apply the next day — super practical.
Perfect for SaaS founders, marketers, and early-stage growth teams.
About our speaker:
Lena Kuzmenko
B2B DemandGen & Marketing Consultant | Director of Marketing at PhotoCircle
Lena Kuzmenko is the Director of Marketing at PhotoCircle, where she leads growth across 9M+ users and scales B2C and B2B SaaS revenue motions. With 10+ years of experience in demand generation and digital strategy across the U.S. and Europe, she also runs a consulting practice helping SaaS startups and service companies build their marketing engines from 0 to 1 — defining ICP and messaging, establishing scalable demand programs, and connecting marketing to pipeline with measurable outcomes.
Sponsors:
LACS: https://www.lacs.pt
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