Building a Brand-Led Demand Gen Engine

2:00 pm
-
2:45 pm
CT

Most demand gen engines are built on bidding wars, gated PDFs, and dashboards no one believes. We're building ours differently — fueled by brand. In this joint session, Danielle (Marketing) and Sarah (Head of Demand Gen) at Jazz break down how brand, PMM, field, and demand gen operate as one engine, not four silos. We'll show how unapologetic brand moments create the air cover that makes every demand gen play work harder — and convert into actual pipeline, not just MQLs. Walk away with the operating model, the handoffs, and the metrics that prove brand and demand belong together.

Session Agenda

  • The operating model for integrating brand, PMM, field, and demand gen into one revenue engine
  • How to use brand moments as the top of a demand funnel that actually converts
  • The handoffs and rituals that keep brand and demand gen aligned (instead of fighting over budget)
  • Metrics that prove brand-led demand outperforms traditional paid-first motions
  • A live look at the Jazz playbook: campaigns, sequencing, and the pipeline it produced

Speakers

Sarah Wallek

Head of Demand-Gen

Jazz

Sarah Wallek

Head of Demand-Gen

Jazz

Sarah builds Demand Gen and Field Marketing teams from scratch at early stage IT and Security startups. After re-locating from the US to the UK, Sarah co-founded the first ‘Demand Gen ’ community for marketers in London which is supported by brand partners like Cognism, Yext and LinkedIn.

Danielle Guetta

VP Marketing

Jazz Security

Danielle Guetta

VP Marketing

Jazz Security

Brand = Pipeline. Prove me wrong.

Danielle Guetta is the first marketer at Jazz, the AI-native DLP platform that took the cybersecurity industry by storm with its DLP Sucks campaign. Before Jazz, Danielle was the second marketer at Astrix Security, where she led product marketing and helped build the Non-Human Identity (NHI) category from the ground up — defining the language, narrative, and positioning that the entire market now uses. Before Astrix, she spent years at Check Point Software (joining through an acquisition), giving her nearly a decade of cybersecurity marketing experience across stealth-stage startups, category-defining scale-ups, and global enterprise. Danielle specializes in turning complex security problems into bold, contrarian brand moments that move pipeline.

About this Session's Track

Demand Gen & Digital, GTM Engineering & MOPs

Dive into the latest demand gen, digital tactics, and marketing operations frameworks that drive pipeline growth, from innovative and automated campaigns to AI-driven GTM engineering.