B2B SaaS Demand Generation
Margie Shaw
When marketing spend isn't turning into pipeline, I find out why and fix it.
I build teams, systems, and pipeline engines that help companies scale through rapid change. I lead demand generation and paid media teams that connect every channel, dollar, and data point to revenue.
I restructure channels and measurement so budget follows what drives opportunities, not clicks.
I build GEO and AEO strategies that put your company in the answers buyers see in ChatGPT, Perplexity, and Google AI Overviews.
I turn digital intent into prioritized accounts and leads Sales can act on.
I hire, coach, and develop marketers who own their results.
I built and led the demand engine during a period when Fivetran scaled from ~$300M to nearly $500M ARR and was recognized by Inc. as one of America's fastest-growing private companies. My team executed across paid media, SEO/AEO/GEO, webinars, content syndication, and lifecycle programs — driving up to 50% of inbound pipeline from technical buyers evaluating modern data stack infrastructure.
I spent a decade leading digital demand generation through a full company rebrand and multiple GTM pivots. I led teams of up to 18 people, including a shared services paid media, ABM, and lifecycle team, and a demand center that used machine learning to turn digital signals into actionable intelligence for Sales to prioritize outreach.
Let's be real — do you really want autonomous AI agents fully powering your demand generation program? Human decision making and oversight is still critical, as well as a deep understanding of the marketing technology that powers demand generation. So, while I haven't yet built a full demand engine run by AI agents, I've built the pieces. Unified buyer signals, predictive scoring that gave sellers a next best action, personalized advertising and digital journeys, cleaner conversion signals that powered Google's AI bidding and budgeting, and agents that monitored performance and automated manual work; all empowering your demand generation team to work smarter and faster.
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