Marketing at Riverbed | Growth leader | Global demand strategist

Cristina Daroca

Riverbed Technology

• Led a company-wide marketing strategy transformation from a broad demand generation approach to an account-based marketing (ABM) approach, in alignment with the company’s GTM strategy
• Implemented a 1:1, 1:Few, and 1:Many ABM strategy, targeting a total of ~300 accounts across North America and resulting in a 20% increase in pipeline YoY
• Integral member of marketing leadership team through the Riverbed-Aternity merger. Led a team of 8 marketers through the transition period, focusing on developing people, building for scale, and implementing exceptional culture
• Managed a $XM annual budget for global demand and Americas marketing, consistently delivering 30x ROI
• Recipient of the 2024 Marketing Contributor Award for exceptional impact on the sales team, demonstrating outstanding leadership, innovation, and results.

Senior Director, Head of Americas Marketing

• Grew marketing-contributed pipeline from 4% to 30% in first year
• Led and launched first ever customer community event within 3 months of joining the
company, securing 820 registrants and resulting in $22M in influenced pipeline and $7.2M
in closed won deals. Grew event by 15% YoY in following year
• Transformed inbound-only marketing strategy into comprehensive enterprise ABM
strategy, onboarding tools like Terminus, Drift, Pathfactory, and Sendoso, and launching an
average of 3+ campaigns per quarter

Director of Global Demand Generation | Aternity (merged with Riverbed in Dec. 2021)

ForgeX

ForgeX is a private community for marketing executives to connect and grow through events, thought leadership, and collaboration.

Executive Council Member

Peak Community

Peak is an invite-only community designed for marketers who want to learn and grow consistently, to become 1% better each week.

Member

DataRobot

• Developed and executed ABM program to identify, prioritize, and engage target accounts,
including intent data, engagement metrics, and predictive analytics, and resulting in 6x
number of meetings and 7x number of meeting attendees
• Aligned sales and marketing teams around ABM program, including 40+ account
executives, 20+ BDRs, and 10+ marketers

Senior Manager, Global Marketing Programs

Mighty AI

• Led all growth marketing and demand generation initiatives, including go-to-market
strategy, ABM, inbound digital programs, content development, and customer marketing,
increasing inbound lead generation by 55% and lead conversion rate by 4%
• Mighty AI was acquired by Uber in June 2019

Senior Manager, Growth Marketing

LevelUp

• Built and implemented the B2B marketing function from the ground up, including demand
generation, ABM program, inbound and content marketing, PR and communications,
branding, and events. Increased target account engagement by 66% in first year
• LevelUp was acquired by Grubhub in July 2018

Senior Manager of Demand Generation

EnerNOC

• Developed go-to-market strategy and annual marketing campaign plan for energy efficiency and demand response products, executing inbound and outbound programs, email marketing, content, webinars, paid social, advertising, and events
• EnerNOC was acquired by Enel X in July 2017

Manager, Demand Generation and Marketing Campaigns

EvoEnergy

Led development of marketing strategy for B2B solar energy business line, including customer segmentation model and pricing analysis. Executed new client marketing campaign through presentations, targeted email advertising, website content and other direct communications.

Strategic Development Manager

Air Products and Chemicals

Consultant - Summer Internship

Marketing at Riverbed | Demandbase Top 20 Marketer for 2023 | Global Demand Leader

I'm a growth leader with a passion for building and developing winning marketing teams. 

Born and raised in Spain, and with a degree in Environmental Sciences, I never thought I’d end up being a SaaS marketer in Boston, but life is unpredictable! 

I have extensive experience running demand generation and ABM programs for SaaS start-ups and medium-sized companies. I love helping develop other marketers to reach their full potential. 

Working with sales teams keeps me on my toes. I’m a strong believer in a robust sales and marketing partnership to drive the business forward. 

Outside of work, you’ll find me enjoying time with my husband and 3 kids, skiing, visiting family in Spain, or reading a good novel. 

Areas of expertise: demand generation, ABM, digital strategy, customer marketing, community building, marketing operations, marketing analytics.

• Grew YoY marketing-sourced pipeline by 27% in 2022 and 95% in 2023 by implementing a
multi-channel campaign and field marketing strategy, including events, digital, content
development, and customer community building
• Integral member of marketing leadership team through the Riverbed-Aternity merger. Led
a team of 8 marketers through the transition period, focusing on developing people,
building for scale, and implementing exceptional culture
• Managed a $5M annual budget for global demand and Americas marketing, consistently
delivering 30x ROI
• Led the global campaigns function as we entered a new category, Unified Observability,
resulting in 30% YoY sales growth
• Nominated for the 2022 MVP Award (top 3 team members across all non-sales teams,
based on biggest impact to sales team)

Activate

Activate (https://www.activatems.com) provides content-powered demand-generation and marketing services for technology marketers, based our team's expertise in developing buyer insights, high-performance content and a deep understanding of how people buy technology for their company.  Activate develops insightful buyer personas, creates multi-platform content to engage prospects at every stage of the decision-making process.  Founded in 2013 by a team of high-tech media and marketing executives with deep expertise in content, omni-channel marketing and marketing technology, Activate connects messaging, marketing and measurement to deliver pipeline.

Strategic Account Director

Revenue Collective

Revenue Collective is an exclusive membership for growth operators dedicated to providing support, assistance, education, and career growth to our Members. We come together to ensure CROs, CMOs, COOs, and CCOs perform better in their roles, earn the title and compensation they desire, and achieve their professional goals. We are a global organization with official chapters in New York, London, Denver, Toronto, Boston, and Amsterdam.

AA-ISP

The American Association of Inside Sales Professionals ("AA-ISP") is dedicated exclusively to advancing the profession of Inside Sales. As the only organization of its kind, the AA-ISP serves as an authoritative resource to leaders and individual sales representatives who want to take their organization and careers to the next level of professionalism and performance. Our mission is accomplished through an industry-specific focus on leadership and individual development, member forums and networking, best practice sharing, individual training, career development, sales accreditation and annual conferences. Local chapter meetings support the mission of advancing the profession of Inside Sales.

Officer

MRP is a leading global provider of predictive intelligence, combining cutting-edge account-based insights and analytics, along with a full suite of B2B marketing and sales solutions. 

MRP Prelytix is the industry’s only global account-based marketing (ABM) and sales platform that provides the enterprise organization with a sure means to impactfully connect with prospects across channels, lines of business, regions, and even languages, in real-time, all the time.

Purpose-built to perform inside complex environments, empowering revenue teams to produce measurable and high-performance conversion, pipeline velocity and closed revenue.

• Powering more than 1,000 ABM engines into 110 countries, across 6 continents, using 8 channels and 20 languages
• 20 years of expertise in ABM, more than double that of the nearest competitor
• MRP Prelytix – a mature, omnichannel ABM engine
• Powered by KX, the world’s fastest time-series database
• Forrester Research has named MRP a leader in its most recent update of The Forrester New Wave: Account Based Marketing Platforms, Q1 2022

Enterprise Sales Director

Datamatics Business Solutions Ltd.

Datamatics Business Solutions Ltd. (DBSL) is a global provider of intelligent Business Process Management (iBPM) services to several Fortune 500 companies. 

‘We deliver. Guaranteed.’ -  our mantra is proven across multiple verticals and worldwide. Datamatics provides an end-to-end Demand Generation, Database Solutions, Research & Analytics, Payroll, Finance & Accounting, and Contact Centre Solutions.

Envisioning the future, Datamatics has been awarded with multiple awards – ‘Best Outsourcing Services Provider’ by 2020 Group, ‘Best Employer Brand’ in 2017 and others.

Vice President of Sales

Netscribes

GTM Consultant

Cheers Interactive

Cheers Interactive is a specialised custom research, analytics and sales & marketing solutions company. We serve organizations of all sizes with strategic and tactical business decision support, information management and revenue enhancement solutions, helping them respond to changing business and market dynamics. Market leaders including 27 of the Fortune 50 and more than 40 of the FTSE 250, use our services to devise business strategies and accelerate sales growth. We help our clients improve their business performance, grow in existing and new markets a.nd prepare for future opportunities and challenges

AVP of Sales

GDS Group

Wells Fargo

Licensed Financial Specialist

Verizon Wireless

Retail Store Manager

Sales by profession but marketing is my passion.  

One of the keys to success in marketing is telling a story and building a connection. So here’s mine. 

I started in B2B sales in 2010 after hustling in retail through college and Wall Street a whirl. I’ve had the privilege to travel the world, work and live in multiple countries, and understand what motivates people.  In a professional and personal environment.

Along the way, I fell in love with my wife but also with what I do as a professional.  Understand the challenges of B2B Marketers and share how I can help them within their role.

MarTech is constantly evolving and buying behaviors in B2B are changing.  Cutting through the noise and becoming an expert in my craft has enabled my success.

Always open to share experiences and expertise on travel, living abroad, being a parent, sports, ABM, Demand Gen, B2B Marketing, MarTech, SaaS, Sales, or life in general.

taplio

The Battle

Cristina Daroca

Keith Kaskie

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