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)

Tania Saez

Extandard

B2b Growth Consultant Fractional

naaia.ai

Part-time CMO - right hand to CMO

N.Rich

Advisor

Tania Saez Consulting

Do you want to get better leads & more revenue?

🚀 Empower your B2B growth journey with a seasoned marketing strategist.

With over 8 years of expertise in B2B marketing, I specialize in driving revenue through innovative strategies like Account-Based Marketing (ABM) or Revenue Operations.

🛠️ Here's how I can assist you:

▶️Consulting on how to grow your B2B company. Particularly in other markets and regions. I help European startups enter the US market and US companies enter the European market.
▶️Offering part-time consultancy services to kickstart ABM and revenue marketing programs.
▶️Providing fractional senior marketing and consulting services

▶️Managing Hubspot & ABM & Martech implementations (Demandbase, Hubspot, Lemlist, Lagrowthmachine..).

▶️Partnering with marketing agencies to execute ABM and demand generation programs for clients.
I am fluent in 3 languages: English, French and Spanish.

I offer a comprehensive skill set: strategic thinking, creativity, analytics, operational prowess, and hands-on execution. 

Proficient in martech platforms like Hubspot, Demandbase, Intercom, Drift, and more, to supercharge your growth strategies.

📩 Ready to collaborate? Reach out to tania@taniasaez.me

Client references: https://testimonial.to/products/tania-saez

Tania Saez - B2B Fractional Growth CMO +ABM DemandGen & RevOps Contractor

Iytro

Iytro is the OG Part-time CMO company. With HQs in Paris and clients all over Europe and the US, iytro has a diverse portfolio of CMOs, with different backgrounds, skillsets, and experiences to meet various needs. iytro is part of the 2C Group.

Target: CEOs and Managing Directors
Markets: Europe, USA

Part-time CMO

Didomi

Fractional CMO

Criteo

I strategize and execute the ABM (Account-based marketing) program for Criteo:
✔ Create ABM foundations: Market study and segmentation,  ICP, Buying Committee, Buyer Journey and marketing and sales alignment building
✔ Ideate ABM GTM strategy based on previous foundations

On top of the ABM program, I also did consulting work cross-functionally along different region on DemeandGen and RevOps:
✔I audited sales, marketing, and CC tech-stack with the objective of carrying out a techstack optimization and consolidation project.
✔I helped to structure demandgen newly created function and the transitioning plan
✔ I collaborated as an external consultant on other crossfunctional projects: buyer journey, lead nurturing, Intercom, sales and marketing alignement.

⚙️Tools used: DemandBase, 6sense, GDS, LinkedHelper, Sales Navigator, Zoominfo and other TBD tools according to strategy.

Account-Based Marketing (ABM) Program Manager - Freelance Consultant) - Growth

🎯I helped B2B clients to develop and grow, especially internationally.
📋Methodologies used: Inbound Marketing, Account-based Marketing, Outbound Marketing, Growth Hacking.
   ✔Inbound Marketing: CRM implementations (Hubspot and others), Buyer Personas, content plan 
 creation, SEO studies, lead nurturing, lead scoring, emailing campaigns....
   ✔ABM (Account-Based Marketing) : 
    - Definition of the ABM strategy: Market analysis, KPI, Buyer Committee study and Key Personas, 
 -Definition of the ABM GTM plan. 
 -Deployment of the GTM ABM plan actions: Video Marketing/Selling (Vidyard), Outreach Sales, Outbound tactics, LinkedIn Marketing (Social Selling, automation & LinkedIn personalization), Web Scraping, Data Enrichment, Direct Emailing and omnical actions, KPIs monitoring and reporting...
✔Sales support methodologies: SMarketing, Allbound marketing, Sales outreach, Social Selling,...
✔Market research and internationalization and international expansion plans...
✔Other: omnichannel program for physical fairs and events.

🎯I created new service lines for the agency to renew the offer and better respond to clients' needs.

🎯Sales development - I participated in the acquisition of new clients for the agency: study of needs, creation of the diagnostic test, qualification of clients and elaboration and presentation of strategic business proposals.

⚙️Software and tools: Hubspot, Clientify, SemRush, Vidyard, LinkedIN Sales Navigator, LinkedIn Helper (LinkedIn automation), Snov.io, Hunter, Vidyard, Whimsical...

Inbound + ABM Projects Consultant + New Services Manager

Malt

I help companies to grow and develop nationally and especially internationally.
My main services:
✔ GTM (Go-to-market) strategy diagnosis.
✔Revenue-driven methodologies: ABM (Account-based marketing), Demand Generation, RevOps and SMarketing, 
✔RevOps and techstack technology consulting and setup for GTM teams
✔Inbound Marketing: Content Strategy creation, SEO strategy, lead management, Lead Nurturing, Lead Scoring, CRM and Hubspot setting up.

Some of my customers:
🔸Qonto
🔸Criteo
🔸Inmeout
Daily languages spoken with my customers: English, Spanish and french.

🎤Lecturer & Podcasting:
- ABM & DemandGen
- Content marketing for B2B Marketing
- RevOps
- GTM

Consultante Growth - B2B Marketing

I help companies with long & complex sales cycles to grow through ABM DemandGen & RevOps | Fractional CMO |B2B Growth Advisor

B2B marketing is becoming tougher and tougher - B2B frameworks are broken - More leads don't mean more revenue.

Do you want to achieve your business objectives but don't want to:
❌Waste time and budget 
❌Feel like your efforts are in vain 

I help B2B teams whose clients have long and complex processes get more pipeline opportunities and increase revenue by using ABM, Demandgen, and RevOps methodologies. I've already helped + 20 global clients in Europe and North America.

Most B2B teams are stuck in the lead and content hamster wheel.
Very few companies how effective DemandGen and ABM can be.

Did you know that:
- Only 3% of your prospects are in-market at a precise moment?
- Companies using ABM generate 208% more revenue for their marketing efforts? According to a Marketo study
- 69% of businesses saw improved pipeline conversion rates by using ABM strategies and by streamlining their Revenue Operations? According to an InsideView report

If you are:

❌Frustrated at getting no good leads and not having an impact on your company
❌Feeling that you are just spraying and praying
❌Working too hard and getting not the desired results. Not to talk about the ROI!


Some of my major career achievements🏆:
✅ I managed to scale/growth hack 2 high growth startups in European markets and the American market going from €100k turnover to millions
✅ I launched 50 new products in 30 new countries.
✅ I Launched my e-commerce startup, 80Days, reached scalability and received international media coverage "

If you're ready for the change, book a strategy call with me: https://meetings-eu1.hubspot.com/tsaez

Fields I specialize in and some of the tools I use🛠️
👉ABM & DemandGen 🔎: LinkedIn Sales Navigator, Sales Outreach/Outbound Marketing/Marketing and Sales Automation (Hubspot ABM Module, Demand Base, Reply.io, Lemlist, Snov.io, Vidyard, Calendly), Intent data (Apollo, Clearbit, Zoominfo), Zapier among many others.
👉General growth toolset🚀: Hotjar, Google Data Studio, Google Analytics, Google Tag Manager
👉Inbound 📚✍️: Hubspot, Mailchimp, Semrush, Folk..

Growth Consultant

I help companies to grow and develop nationally and especially internationally.
My main services:
✔Revenue-driven methodologies: ABM (Account-based marketing), Demand Generation, RevOps and SMarketing, 
✔RevOps and techstack technology consulting and setup.
✔Inbound Marketing: Content Strategy creation, SEO strategy, lead management, Lead Nurturing, Lead Scoring, CRM and Hubspot setting up.

Some of my customers:
🔸Qonto
🔸Criteo
🔸Inmeout
Daily languages spoken with my customers: English, Spanish and french.

🎤Lecturer & Podcasting:
- ABM
- RevOps
- Inbound Marketing

taplio

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Cristina Daroca

Tania Saez

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