Demand Generation Friday Forum

EVENT AGENDA

• From Demand to Pipeline: A Practical Framework for Modern Demand Generation

  TIME: 11:30am–12:15pm LENGTH: 45 minutes

  Demand generation has never been noisier—or more misunderstood.
  
  In this session, Stephanie Ristow walks through a clear, actionable framework for building demand gen programs that move beyond awareness to actually support pipeline creation.
  
  You'll learn how to assess where your demand is breaking down, which signals matter most, and how to operationalize demand gen in a way your sales team can trust.

  You'll walk away with:

  • A framework for evaluating demand quality across channels and campaigns
  • Clear criteria for when demand should transition into sales-owned pipeline
  • Measurement strategies to expose gaps between demand, engagement, and revenue

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  SPEAKER

  

  • Stephanie Ristow
  • Founder
  • Ristow Marketing

  Stephanie is the founder of Ristow Marketing, an award-winning marketing leader, and a full-fledged demand generation and analytics nerd. She has more than 15 years of experience analyzing and optimizing marketing a faster and more predictable sales pipeline.

• AI Is Only as Smart as Your Data: How Demand Gen Teams Get AI-Ready Before They Automate

  TIME: 12:30pm–1pm LENGTH: 30 minutes

  AI has the potential to transform demand generation... But only when it's built on data teams can trust.
  
  Too often, AI initiatives fail not because of the models, but because the data entering them is incomplete, inconsistent, or ungoverned. And instead of fixing these issues, AI amplifies them.
  
  In this session, we'll unpack what it really means to be AI-ready, and you'll leave with a practical framework for building the data integrity and cross-functional alignment you need to apply AI with confidence.

  We'll cover:

  • Why AI magnifies existing data quality and process issues in demand gen
  • Where lead and contact data most commonly breaks (e.g., inbound forms, multi-channel acquisition)
  • The minimum data foundation required before applying AI to lead scoring, routing, personalization, and forecasting

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  SPEAKER

  

  • Jason Gladu
  • COO
  • Convertr

  Jason is the COO at Convertr, helping enterprise marketing and revenue teams eliminate data chaos before it hits their stack. He believes AI-ready marketing starts upstream, and focuses on the foundation that makes it all work: clean, trusted, real-time data.

• The Multi-Channel Orchestration Playbook: How to Build Demand Gen Programs That Actually Drive Revenue

  TIME: 1:15pm–2pm LENGTH: 45 minutes

  Most B2B marketers are running multi-channel campaigns—not orchestrated programs. Each channel has its own goals, metrics, and timeline.
  
  The result? Wasted budget, confused buyers, and leadership questioning marketing's impact.
  
  In this session, Dina reveals a framework for designing demand gen programs where channels amplify each other. You'll be able to draw a direct line from campaign to pipeline to revenue, proving impact—and positioning you as a strategic revenue driver.

  You'll walk away with:

  • A strategic framework for selecting and sequencing channels, including real orchestration playbooks spanning CTV, ABM, webinars, direct mail, and sales enablement
  • A measurement model that tracks channel health, program performance, and revenue—so you can prove marketing's contribution
  • An implementation roadmap to redesign one campaign using orchestration principles immediately

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  SPEAKER

  

  • Dina Otero
  • Vice President, Demand Generation
  • Mission

  Dina is the Vice President of Demand Generation at Mission, a CDW company. She's been in B2B technology marketing for over a decade, building high-performing teams and executing go-to-market strategies that drive measurable pipeline and revenue growth.