VP Marketing of Workfront, Jada Balster has been in the B2B Marketing space for over 12 years, focusing on demand generation. She has built and led teams in a few SaaS companies in that time and currently heads Workfront’s EMEA marketing and account development teams.
When she joined Workfront nearly 5 years ago, the company was 300 people. It is now touching 1000 and In this time she has had to shift her thinking from solely focusing on demand generation to also incorporating the more fluffy parts of marketing such as brand and story. Combining them together has allowed the company to scale and become a category leader.
Listen on to learn:
- How Workfront does demand generation
- Why the business imperative behind creating a category is essential
- How to direct the organisation to scale and create a category
You can watch Jada’s entire presentation from SaaStock18 where she shares the four prerequisites for creating a category by getting the SaaStock On-Demand pack. We have over 40 hours of actionable content there.