In the high-accelerating world of B2B tech, it is not about just filling the pipeline anymore. Demand Generation is now focusing on preparing the business to scale with intelligence, data, and trust. As sales cycles elongate and the sophistication of stakeholders increases, the true breakout players are those marketers who can create authentic conversations, sync the marketing and sales teams, and ultimately zoom interest on a qualified pipeline. 

At IntentTech Insights™, we’ve identified 30 standout demand generation experts who are driving innovation and scalable growth in 2025. These leaders are more than marketers; they are revenue architects, data strategists, and storytellers helping SaaS and tech firms break through the noise. Here’s our handpicked list of professionals you should be following this year.

1. Giano Fiore

Giano Fiore drives growth at Nooks by leading original content and events that fuel engagement and pipeline. His growth marketing acumen in B2B SaaS optimizes data-driven experimentation and hands-on strategies to enable sales and marketing teams to generate qualified demand using both organic and paid channels. He’s undoubtedly a demand generation expert to follow. 

2. Hillary Carpio

Hillary Carpio runs one of the largest ABM teams at Snowflake and creates scalable, measurable programs that span the globe. She’s an innovator who blends storytelling, technology, and strategic intent into meaningful customer experiences. She is also a mentor and marketing leader- a demand generation expert who will help shape the future of B2B marketing.

3. Joseph Hill

Founder of Revenu, Joseph Hill, manages $ 100 M+ in ad spend, specializing in demand generation through social and search advertising. Known for his no-fluff insights and performance focus, he helps SaaS firms craft campaigns that convert. Joseph is a must-follow Demand Generation Expert for practical advertising strategies.

4. Kaylee Edmondson

As a fractional marketer, Kaylee Edmondson works with high-growth B2B SaaS startups to accelerate demand generation with strategic direction and content that turns complex tactics into easy-to-understand action. Her style is consistent with hands-on thinking; she pushes demand gen limits. 

5. Natalie (McAllister) Jackson

Few people in the digital marketing industry can match Natalie Jackson’s years of experience delivering marketing as a demand generation leader with the appropriate focus on automation and ABM marketing campaigns! Natalie creates integrated, data-driven marketing campaigns that typically achieve triple-digit ROI for B2B services and software. Although a recognized expert in marketing technology, Natalie has the respected thought leadership that makes her an industry-trusted Demand Generation Expert in professional services.

6. Nicole Gates

Nicole Gates, VP at Varonis, has vast global SaaS marketing experience with a primary focus on demand generation. He is also adept at content and brand building. She is boots-on-the-ground with innovative go-to-market strategies that engage modern buyers and grow communities. She distinguishes herself with a strong combination of leadership and creative campaign delivery.

7. Ragen Dodson

Ragen Dodson oversees demand and marketing operations at SoundThinking in scalable programs for hypergrowth SaaS. She constructs operational effectiveness and pipeline expansion with a people-first mindset, integrating systems thinking and DEI advocacy. Ragen is a strategic Demand Generation Expert spearheading effective, sustainable marketing functions.

8. Ryan O.

Ryan O. focuses on paid acquisition in high-growth SaaS spaces while at Refine Labs. He employs his expertise in paid search and social platforms, analytics, ABM, and copywriting to help companies adopt a results-first mindset and generate demand and reactivate inactive accounts.

9. Sam Kuehnle

Sam Kuehnle crafts data-driven demand generation strategies at Loxo, focusing on SEO, ABM, and conversion optimization. His background in teamwork and psychology shapes his empathetic, analytical marketing style. Sam is a Demand Generation Expert known for connecting tactics to buyer behavior and delivering measurable growth.

10. Sam Yarborough

Sam Yarborough is the Chief Growth Officer at Invisory, where she develops strategic alliances in the Salesforce community. He combines marketing, design, and strategy to address difficult growth issues and reveal shared value. Sam’s podcast is about thoughtful relationships, and she is a Demand Generation Expert who specializes in meaningful business relationships.

11. Sarah Breathnach

Sarah Breathnach spearheads demand generation and field marketing for cybersecurity company Hunters, propelling worldwide pipeline expansion. She co-founded Demand Gen London, which created a community of marketers working together. Sarah’s results-driven leadership and community development make her an esteemed Demand Generation Expert for pipeline acceleration and peer collaboration.

12. Sarah McConnell

Sarah McConnell excels in B2B SaaS demand generation at Qualified, combining strategic planning with hands-on execution across digital, email, ABM, and events. Her data-driven approach and cross-functional teamwork consistently exceed revenue goals. Sarah is known for blending big-picture strategy with tactical precision.

13. Sarah Sehgal

Sarah Sehgal is a growth marketing executive overseeing multi-million-dollar budgets and teams at OpenSesame. She fuels full-funnel pipeline growth with a passion for impactful customer experiences. Grit and creativity are known qualities of Sarah, a Demand Generation Expert navigating strategy and execution in international B2B SaaS markets.

14. Tara Robertson

Tara Robertson leads growth marketing at ContactMonkey, with a focus on demand generation, lifecycle marketing, and experimentation. Her experience of getting teams aligned and marketing programs scaled drives sustainable pipeline growth. Tara is an innovative Expert leading visionary ideas and collaboration to drive B2B SaaS success.

15. Adam Holmgren

Adam Holmgren uses economics, brand, and data to build scalable engines for growth. He is the lead demand generation at Rillion and was the founder of a SaaS platform that turned LinkedIn Ads data into insights. Adam’s entrepreneurial spirit and vision make him an incredibly impactful Demand Generation Expert and marketing investment.

16. Alicia Hale

Alicia Hale is the SVP of Growth Marketing at Demandbase and has been helping B2B SaaS and private equity companies grow their marketing functions. She is cross-functional and has experience in demand gen, product marketing, and digital strategy. Alicia is a strategic and impact-driven Demand Generation Expert recognized for developing programs that drive measurable business results. 

17. Allie Smith

Allie Smith is a leading spokesperson for conversational content and real brand voices at Sequel.io. An enthusiastic supporter of SaaS startups and personal branding, she brings a fresh perspective to demand generation. Creativity and curiosity define Allie as an exceptional Demand Generation Expert who helps brands engage with audiences despite being drowned in marketing noise. 

18. Axel Sukianto

Axel Sukianto is a fractional growth marketing director with deep experience across APAC SaaS markets. He drives demand generation through buyer-centric, scalable strategies aligned to business goals. Axel’s hands-on, regionally savvy approach makes him a trusted Demand Generation Expert, unlocking sustainable growth for B2B tech firms.

19. Brandon Redlinger

Brandon Redlinger focuses on product marketing, growth, and ABM by merging technology with psychology. His strategic curiosity fuels creative, human-centered marketing that drives connection and growth. Brandon is a thoughtful Demand Generation Expert dedicated to blending insights and execution for impactful B2B campaigns.

20. Brendan Connaughton

Brendan Connaughton leads growth marketing at Qwilr, specializing in funnel strategy and conversion optimization. His blend of creativity and data helps build programs that resonate with modern buyers and deliver pipeline growth. Brendan is a practical Demand Generation Expert driving measurable results in B2B SaaS marketing.

21. Bryttney Blanken

Bryttney Blanken is a demand generation consultant known for building efficient, revenue-focused growth engines. With 12+ years’ experience and millions in marketing-driven revenue, she partners with companies to improve pipeline performance and connect strategy to business outcomes. Bryttney is a proven Demand Generation Expert for scalable results.

22. Cody Ward

Cody Ward leads demand generation for hyper-growth B2B tech firms, focusing on scalable pipeline engines. His expertise includes campaign architecture, ABM, multi-channel acquisition, and attribution modeling. Cody is a data-driven Demand Generation Expert known for aligning marketing tightly with revenue goals and growth strategy.

23. David Goodman

David Goodman helps SaaS companies build demand gen strategies that consistently exceed pipeline goals. His approach integrates paid media, SEO, and web optimization focused on buyer needs. David is a results-driven Demand Generation Expert bridging lead generation with revenue growth through targeted, relevant campaigns.

24. Elena Verna

Elena Verna is a growth strategist and board advisor who’s helped scale companies like Miro, SurveyMonkey, and Malwarebytes. With a sharp eye for product-led growth and user acquisition, she champions strategies that turn intent into demand. Elena is a pioneering Demand Generation Expert blending analytics and psychology to drive impact.

25. Elizabeth H.

Elizabeth H. is a B2B growth marketer with deep expertise in account-based marketing, paid media, and customer lifecycle engagement. She’s recognized for building demand generation strategies that align marketing with revenue. As a modern Demand Generation Expert, Elizabeth is known for turning data and creativity into scalable business outcomes.

26. Emily Kramer

Emily Kramer is Co-Founder at MKT1 and a previous marketing executive at Asana, Carta, and Astro. She enables marketers to create strategic, high-performing teams and demand engines. With a fearless voice and organized frameworks, Emily is an elite Demand Generation Expert who assists startups in scaling marketing confidently and clearly.

27. Eric Linssen

Eric Linssen is a growth marketing executive with a track record of success in performance marketing, ABM, and lead generation for B2B SaaS. He assists startups and scale-ups in creating demand generation engines with clear ROI. Eric is a Demand Generation Expert who specializes in balancing short-term revenue wins with long-term brand building.

28. Evan Hughes

Evan Hughes is a B2B pipeline development strategic marketer and demand gen alignment expert for product and revenue teams. Having worked with companies such as Vanta and Segment to grow and scale, Evan is a Demand Generation Expert dedicated to leveraging high-impact strategies for business acceleration.

29. George Boot

George Boot is a full-funnel demand generation specialist who is passionate about revenue-driven demand gen. He has a SaaS and consulting background, designing programs that build a qualified pipeline while fueling brand expansion. He is a hands-on Demand Generation Expert who loves performance marketing and cross-functional teamwork.

30. George Coudounaris

George Coudounaris is the co-founder of the B2B marketing community “B2B Rebellion” and a vocal advocate for creative, customer-first demand generation. He challenges outdated playbooks with modern thinking that resonates. George is a Demand Generation Expert known for refreshing the way marketers think about pipeline, engagement, and buyer intent.

FAQs

1. What is demand generation, and why is it critical for tech companies in 2025?

Demand generation is a holistic marketing approach focused on driving awareness, interest, and qualified engagement across the buyer journey. In 2025, with longer sales cycles and highly informed decision-makers, tech firms rely on demand gen to build trust, educate prospects, and align marketing with revenue growth. It’s no longer just lead capture—it’s about sustainable pipeline creation.

2. How were the top 30 demand generation experts selected for this list?

IntentTech Insights™ curated this list based on each expert’s measurable impact on pipeline growth, innovation in strategy, leadership within their organizations, and thought leadership in the B2B SaaS and tech space. We evaluated industry recognition, campaign success, and the ability to scale demand generation practices globally.

3. What differentiates demand generation from traditional lead generation?

While lead generation typically focuses on acquiring contact information, demand generation prioritizes nurturing long-term engagement. It integrates content marketing, paid media, ABM, and analytics to build brand trust and convert interest into qualified sales opportunities. In tech, demand generation aligns more closely with revenue operations and growth goals.

4. Can startups and early-stage tech firms benefit from following these experts?

Absolutely. Many of the experts on this list actively work with or advise early-stage SaaS firms, offering frameworks, tools, and scalable strategies tailored to fast growth. Their insights can help startups avoid common pitfalls, adopt data-driven tactics, and activate meaningful customer journeys from day one.

5. Where can I follow these demand generation experts for ongoing insights?

Most of the listed experts are active on LinkedIn, host marketing podcasts, or contribute to B2B communities like Demand Gen Report, RevGenius, or Pavilion. We recommend following their LinkedIn profiles and subscribing to their content to stay informed on evolving B2B growth trends in 2025.

To participate in our interviews, please write to our IntentTech Media Room at sudipto@intentamplify.com