Demand Generation Maturity Model: From First Steps to Full Funnel Pipeline

3:25 pm
-
3:50 pm
CT

Many cyber marketing teams waste budget on tactics their team and/or organization isn’t ready for. Drawing on 10 years of hands-on experience—from startup to global enterprise—this talk introduces a practical demand generation maturity framework. You’ll learn which initiatives fit each stage, from simple content syndication and intimate executive events for early-stage companies, to ABM and partner-driven campaigns for mature players, always with sales alignment at the core.

Session Agenda

  • · A simple 3-question diagnostic to assess your company’s demand gen maturity
  • · High-impact tactics for each maturity level
  • · How to build a lead-to-revenue process

Speakers

Raquel Arruda

Marketing Manager

KnowBe4

Raquel Arruda

Marketing Manager

KnowBe4

From helping build a cyberstartup from 10 to 200 employees to leading regional demand generation acrossLatin America and Africa, I’ve spent about a decade mastering the art ofcreating pipeline where none existed. I thrive on turning chaos into scalableprocesses, aligning marketing with sales and partners, and advancing brandsthrough every stage of maturity.

‍

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.