In this episode ofMarketing Tips, Ryan Atkinson sits down with Deb Szajngarten, VP of Marketing at Digitech, to dive deep into the strategies that drive brand awareness and demand generation for B2B SaaS companies. Deb shares her experience scaling brands at companies like Vimeo, Samsung, and Carbine, and provides actionable insights into how marketing leaders can align with sales teams, execute impactful webinars, and make strategic investments in events and brand-building activities.

Whether you’re a CMO, VP of Marketing, or an early-stage startup founder, this episode will give you a playbook to structure your marketing efforts for long-term success.

Key Takeaways:

🔹Marketing at Different Stages – Large companies focus on brand; startups require persuasion, prioritization, and flexibility.

🔹Sales & Marketing Alignment – Sync with sales to generate quality leads and build a long-term pipeline.

🔹Winning Webinars & Events – Webinars should provide real value, not be sales pitches. High-funnel topics drive attendance, low-funnel topics drive conversions.

🔹Building Demand & Awareness – Partnerships, surveys, and media exposure can position a brand as an industry leader.

🔹Choosing the Right Topics & Speakers – Research customer pain points and align with industry experts who reinforce your message.

🔹Evaluating ROI – Measure success by lead quality, sales pipeline impact, and brand visibility. Not all events need direct revenue attribution.

Timestamps:

00:00 Intro

02:21 Deb’s Marketing Philosophy

03:25 Marketing at Different Stages

05:49 Setting Marketing Goals

10:05 Building Demand & Awareness in B2B SaaS

13:10 The Power of Webinars for Demand Gen

15:37 Identifying Your ICP (Ideal Customer Profile)

18:03 Choosing the Right Webinar Topics

20:19 Finding the Best Speakers

23:00 Measuring Webinar & Event Success

24:38 Evaluating ROI on Live Events

26:39 Final Advice for CMOs

27:04 Where to Connect