{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Demand Geniuses: Revenue-Driven B2B Marketing","title":"Paula Molinar: Leading Demand-Gen at one of Europe's Fastest-growing Startups","html":"","width":"100%","height":180,"duration":2850,"description":"SummaryIn this episode of Demand-Geniuses, Paula Molinar, Head of Demand Generation at Paddle, shares what it’s really like leading demand gen at one of Europe’s fastest-scaling SaaS companies. From her unexpected pivot from fashion to tech, to helping Paddle expand into the US and manage post-acquisition complexity, Paula unpacks the messy, rewarding business of building pipeline at scale. She discusses the evolving role of content, the limits of attribution, the power of well-orchestrated webinars, and why she sees demand gen as the connective tissue between brand and revenue. It’s part career story, part GTM playbook—and fully unfiltered.TakeawaysDemand-Gen is the glue between creative marketing and revenue accountability—it operationalises brand, content and PMM.Webinars are underestimated: they’re long-fuse assets that nurture intent over months, not weeks.Attribution isn’t everything: use it for direction, not truth. Look for trends and tell compelling stories with the data you do have.Influencers aren’t just for B2C: Paddle’s found success with founder-advocates and niche B2B advisors who’ve used the product.Content strategy must evolve: SEO is shifting down-funnel. Focus on commercial intent and LLM visibility.Don’t gate by default: Paddle uses forms intentionally, mostly for webinars, ensuring value exchange feels fair and timely.","thumbnail_url":"https://img.transistorcdn.com/TfPOHgaM8NrJd4ReBHkMtG7fXN8oIQKHbVYizF4JdNE/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9mOTVl/MWU1MDFmNmI0ODg3/YjE3MTAwODk0ZTYy/NmQyYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}