Demand Geniuses: Revenue-Driven B2B Marketing · 2025-06-03 · 48 min
Summary In this episode of Demand-Geniuses , Paula Molinar, Head of Demand Generation at Paddle, shares what it’s really like leading demand gen at one of Europe’s fastest-scaling SaaS companies. From her unexpected pivot from fashion to tech, to helping Paddle expand into the US and manage post-acquisition complexity, Paula unpacks the messy, rewarding business of building pipeline at scale. She discusses the evolving role of content, the limits of attribution, the power of well-orchestrated webinars, and why she sees demand gen as the connective tissue between brand and revenue. It’s part career story, part GTM playbook - and fully unfiltered. Takeaways Demand-Gen is the glue between creative marketing and revenue accountability - it operationalises brand, content and PMM. Webinars are underestimated : they’re long-fuse assets that nurture intent over months, not weeks. Attribution isn’t everything : use it for direction, not truth. Look for trends and tell compelling stories with the data you do have. Influencers aren’t just for B2C : Paddle’s found success with founder-advocates and niche B2B advisors who’ve used the product.
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