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)

Pratik Savaliya

Aercal Technolabs

Hubspot Developer

RevGenius

RevOps Co-op

MarketingOps(dot)com

Aercal

Founder

fractional CMO

HubSpot Development Consultant

ZUHU - The Branding App

Using 'ZUHU - Greeting Card Maker' app Easily promote your business with your business logo and contact information by telling your story on social media.

An image speaks a thousand words! It will be a great way to Sharing greeting and wishes using via images to your clients, family and friends.

personalized greetings with your company logo, details and product/service information will helps you to promote your business along with festival wishes and greetings via WhatsApp, Facebook, Instagram, twitter and many other social media.

You will get daily images with your business content for below categories.
* All Festival greetings/wishes
* Motivational quotes
* Good morning message
* Inspirational thoughts

As a HubSpot Development Consultant at fractional CMO, I help clients optimize their marketing and sales strategies using the HubSpot platform. I have earned multiple certifications from HubSpot Academy, including Growth-Driven Design, Client Management, and Delivering Client Success. I have also contributed to several successful projects, such as increasing the conversion rate by 35% for a B2B software company and creating a custom CRM dashboard for a fintech startup.

I am also the Co-Founder of Aercal Technolabs, a digital solutions company that provides customized web and mobile applications for various industries. Since 2016, I have been leading the R&D, design, and development teams, delivering high-quality products that leverage cutting-edge technologies. Some of our notable achievements include developing a branding app that reached over 10,000 downloads, securing a large contract with an automation provider for a big data solution, and launching a business automation platform that increased the efficiency and profitability of our clients. 

I have a bachelor's degree in information technology from Gujarat Technological University, where I learned the fundamentals of web development, HTML5, and PHP. I am also a member of several online communities, such as RevGenius, RevOps Co-op, and MarketingOps(dot)com, where I share my insights and learn from other experts in the CRM, marketing, and sales domains. I am passionate about creating innovative and impactful digital solutions that can help businesses grow and thrive in the competitive and dynamic market.

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The Battle

Cristina Daroca

Pratik Savaliya

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