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)

Fuego Systems

Account Based Marketing|GTM Advisor|Podcast Host

I am responsible for developing Client's Account based Marketing strategy and instituting effective training and knowledge transfer to Employees. I help to Identify new technologies & methodologies in ABM and establish practice across teams.I drive & train employees to learn new Account based Marketing campaign methodologies and implementation practices.

Some of my responsibilities include
•	Identify and Prioritize High-Value Accounts for clients on Account Based Marketing
•	Identify key-decision-makers and help build a personalized strategy for targeting 
•	Develop a personalized content strategy for various stages
•	Define the channels and media strategy
•	Programmatic Ads
•	Help clients track the right metrics

Account Based Marketing Specialist

B2B Lead Generation Specialist

Helping B2B companies gain competitive advantage via Account Based Marketing & Selling solutions.
Fuego Systems is a B2B demand generation & Orchestration Company helping IT & Software companies in the US increase their qualified pipeline and revenues. Our Account Based Marketing framework, helps clients create an Omni-channel personalized buyer journey and generate Sales qualified leads.
We believe that growth for B2B companies happens only when you understand your prospects intimately and reach them with hyper-personalized campaigns that are non-spammy. Our campaigns help you cut through the noise and get decision-makers to respond proactively.
Our user journeys are built for the way customers buy in 2022 and beyond. Our combined years of experience working for IT and Software companies help us deploy Account based marketing strategies at a scale that can fuel growth. 
Having worked for 50+ B2B companies and reaching several hundred thousand's contacts has helped us discover insights that companies could not track before. Our approach combined with strategy, consulting, execution and reporting. We become the Marketing co-pilots and help your team in training, support, documentation, and playbooks.
We 
1. Identify the marketing dollars spent ineffectively
2. Help users consume the right content and track them by building content hubs.
3. Help SDR's with more relevant and qualified leads thereby saving costs on hiring additional SDR's
4. Reduce customer acquisition costs
5. Reduce sales cycle by at least 50%
6. Grow your pipeline velocity

Chief Marketing Officer

Gtech Information Systems

Gtech Info was started as an IT recruitment and Consulting company.The technologies we worked were into data warehousing, Java,SAP and Oracle Consulting.

Founder and CEO

Aldea Infotech Pvt Ltd

Aldea Infotech is a strategy and technology company providing project implementation,training, human capital solution & consulting services in various emerging technology areas including business Intelligence,enterprise data warehousing,enterprise Resource Planning,enterprise application Integration & customer relationship management.
Specialties include SAP ERP, Business Objects, Crystal Reports, SAP SCM, SAP EWM, SaaS

Time Warner Cable

Started as an Informatica developer and later had hands on experience on Data modelling and data Architect.

Informatica Developer

G.E. Power, LLC

Business Objects Intern/Co-op

Account Based Marketing | Facing problems in your ABM Execution?DM me! | Host of "The ABM WAY" Podcast| ABM Expertise for Enterprise SAAS companies in the US

Helping B2B SaaS Companies Win High-Value Deals with ABM

Most marketing teams are stuck chasing MQLs that never turn into revenue. The real problem? Your best-fit accounts aren’t engaging because your messaging, targeting, and execution aren’t aligned with how enterprise buyers make decisions today.

That’s where I come in.

I’m the founder of Fuego Systems, an Account-Based Marketing (ABM) agency specializing in helping B2B SaaS companies land and expand enterprise deals in the US. 

My approach is built on real-world execution, not theory. I’ve worked with growth-stage startups and enterprise SaaS companies to shift from generic lead gen to a highly targeted, high-impact ABM motion that drives the sales pipeline.

What I Do:
✅ ABM Strategy & Execution – From 1:1, 1:Few, to 1:Many, I help you build ABM programs that convert.
✅ Enterprise Demand Generation – No more spray-and-pray; I help you attract, engage, and win high-value accounts.
✅ Sales & Marketing Alignment – ABM fails when sales and marketing aren’t on the same page. I fix that.
✅ Personalized Outreach at Scale – Stop sending generic emails. I help you craft outreach that earns responses from CXOs.

What Makes Me Different?
💡 ABM Practitioner: I don’t just talk about ABM—I execute it daily. I share high-impact insights on LinkedIn to help marketers and CXOs refine their go-to-market strategies.
🎙️ Host of "The ABM Way" Podcast: I break down top B2B companies' strategies to win enterprise deals.
⚡ Hands-on Approach: Unlike traditional agencies, I work closely with your team to execute and optimize in real-time.
📊 Revenue-Focused, Not Vanity Metrics: ABM is not about MQLs but sales pipeline, deal velocity, and revenue growth.

Want to Fix Your ABM & Demand Gen Strategy?

Let’s connect. DM me or book a call to discuss how we can build an ABM program that works.

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Cristina Daroca

Omprakash karuppanan

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