Mastering Demand Generation for B2B SaaS: Unlocking the Secrets to Consistent Growth

If demand generation in B2B SaaS 2025 feels like yelling into the void, you're not alone. Marketers everywhere are facing an overwhelming amount of noise - emails, LinkedIn messages, ads - it's all blending together, and prospects are tuning out.

But some marketers are cracking the code, and one of them is Dom Baczek, a demand generation pro at Freshpaint. Dom brings a creative, strategic, and refreshingly human approach to B2B marketing. She’s not just another demand gen marketer - she's someone who understands the power of connection, creativity, and knowing when to ditch the jargon. In our conversation, she shared some of the biggest challenges in demand gen today and how Freshpaint is making waves with ABM, AI, and some seriously fun campaigns.

The Big Challenge: Cutting Through the Noise in 2025

Modern marketing channels, once golden, are losing their shine. LinkedIn ads, mass cold emails, and generic outreach? They're not as easy as they were just a few years ago. Dom pointed out that while these channels thrived during the pandemic, they've become oversaturated. Breaking into accounts keeps being difficult.

The solution? Go where your audience actually wants to be. Freshpaint launched FP Live, a series of exclusive, in-person events where healthcare marketers connect, learn, and, well… actually enjoy themselves. In healthcare marketing, word-of-mouth and peer discussions remain incredibly powerful. Instead of adding to the digital noise, Freshpaint is creating spaces where real conversations happen. As Dom put it, "People don’t want another email in their inbox. They want a real conversation with someone who understands their challenges."

AI: The Secret Weapon (But Use It Wisely)

AI is transforming demand generation, making it easier to personalize messaging, generate insights, and speed up content creation. But Dom has a key takeaway: Just because AI can do it, doesn’t mean it should.

Use AI as an enhancement, not a replacement. It helps with research, identifying accounts, and gathering insights before outreach. But the first touch? Always human. "We don’t use sequences for our first touches. We personalize manually. That’s what helps us cut through the noise and build trust right from the start," Dom explained.

The Power of Events: Creating Community, Not Just Leads

Events aren’t just back—they’re thriving. Freshpaint’s FP Live isn't a one-and-done strategy. Dom’s team is doubling down on post-event engagement, ensuring that attendees stay connected, continue learning, and remain engaged long after the event ends. They’re building a true community, not just collecting names for the CRM.

"We don’t just want people to show up and leave - we want to keep the conversations going long after the event ends," Dom shared. "It’s about creating meaningful touchpoints, not just attendance numbers."

And let’s be honest: a well-planned event beats another cold email every single time.

ABM Done Right: Personalization at Scale

ABM isn’t just about targeting accounts - it’s about knowing where those accounts are in their journey. Freshpaint takes account-stage tracking seriously, using tools to analyze where healthcare systems stand in their compliance journey and tailoring outreach accordingly.

Their approach? The right message, to the right person, at the right time. No spray-and-pray tactics—just smart, strategic engagement that actually resonates. "It’s not just about getting on their radar—it’s about showing them that we understand exactly what they need, when they need it," Dom said.

Data: The Most Overlooked Demand Gen Asset

Many teams focus on MQLs and big-picture metrics, but Dom tracks every engagement touchpoint, even something as small as a single page view. Because sometimes, that page view signals intent. One small action can reveal exactly where a prospect is in their buying journey.

Instead of obsessing over vanity metrics, Dom’s team refines their nurtures and outreach based on real behaviors, not just form fills. "Some people might not care about one page view, but if it’s on a very specific blog post that signals buying intent? That’s gold for us," Dom emphasized.

The Santa Campaign: Fun Can (And Should) Exist in B2B

If you think B2B marketing has to be dry, think again. One of Freshpaint’s most creative and successful campaigns? The Santa Campaign.

Using Cameo, Freshpaint created a holiday-themed ABM campaign where Santa himself informed prospects whether their tracking technology was on the nice or naughty list (in terms of compliance). The result? A campaign that was both fun and educational - which is exactly what makes it work.

"We wanted to do something different - something that would make people smile but also deliver real value," Dom said. "It’s one of our most engaging campaigns year after year."

Because let’s face it…a little personality goes a long way in B2B.

Looking Ahead: 2025 and Beyond

What’s next for Freshpaint’s demand gen team? More events, deeper personalization, and a continued focus on community building. With new funding, Freshpaint is expanding resources for both product marketing and events, doubling down on what’s working and refining what isn’t.

And most importantly? Keeping marketing human. AI, automation, and data are incredible tools, but at the end of the day, relationships and trust still drive B2B sales.

"At the end of the day, people buy from people. We want to be the team that makes marketing feel personal again," Dom concluded.

What Can You Take Away from This?

• Move beyond digital noise: find ways to engage your audience where they want to be.

• Use AI strategically: let it enhance, but not replace, real human connection.

• Double down on in-person engagement: events and community-building are becoming more critical than ever.

• Personalization isn’t just a buzzword: tailor outreach based on real behavior, not just job titles.

• Inject personality into your marketing: it makes your brand more memorable and engaging.

Dom Baczek is proving that demand generation isn’t just about tactics. It’s about understanding your audience, meeting them where they are, and making real connections. 

If you’re looking to refine your strategy in 2025, it might be time to take a page out of their playbook.

Key Strategies for B2B SaaS Marketing Success in 2025

In the competitive era of 2025, it is essential to understand and implement changing marketing trends and strategies that connect with your customers and drive business growth. 

Here are some of the latest techniques about B2B SaaS marketing

1. In-Person Events: An in-person event gives an opportunity to meet your potential clients face-to-face, discuss their problem, and provide them with your solution. In this way, you can build trust and valuable connections.

   
   

2. Data-Driven Personalization: You can use your customer data to understand their requirements and then make tailored content. Additionally, you can build their trust and convince them to buy your service or product by sending them a personalized message that is relevant to their problem.
   

3. Account-Based Marketing (ABM): Account-based marketing enables you to target high-value accounts among your potential customers. This marketing strategy is designed to get high revenue and stronger connections by investing a minimum amount.
   

4. Using AI for Demand Generation: AI helps you to analyze your data, search for new trends, and automate lead scoring. You can use AI for analysis work and get the time to make data-driven strategies that get you your desired results.
   

5. Thought Leadership: You can make a stronger position among your competitors by sharing valuable insights on industry trends. By sharing blogs, webinars, and white papers on most hot topics, you can make a good impression and enhance the loyalty of your customers.

Using AI for B2B Demand Generation Without Losing the Human Touch

AI is used in various fields to automate tasks and reduce human effort. But in marketing, where everything that you share has an interaction with your audience, you need human attention to build an emotional bond with them. That’s why you need to use AI very strategically. Here are a few methods in which you can use AI in B2B lead generation.

1. Automated Lead Scoring: Analyze data to identify high-quality leads

2. Personalized Email Campaigns: Automate email campaigns with personalized and relevant messages

3. Chatbots for Communication: AI-driven chatbots to answer quick questions from visitors on your website

4. Content Recommendations: Suggest content that fits each user’s preferences
   

The Role of B2B In-Person Events Marketing in Building Community

In-person events are valuable when it comes to building a community around your brand. While online marketing is essential, face-to-face interactions help create more genuine connections. Moreover, these events provide an opportunity to engage in meaningful conversations with prospects, understand their challenges, and offer tailored solutions that address their specific needs. 

In-person events bring together key decision-makers and influencers, creating networking opportunities that can lead to lasting business relationships. Additionally, hosting events allows you to showcase your company’s values and expertise and build credibility.

Mastering B2B Demand Gen with Data-Driven Personalization

Personalization is the key to using your customers' data effectively. You can analyze their data to understand their preferences and then design strategies according to their interests. We have discussed some effective methods below to make your message more personalized. 

1. Segmentation: Categorize your audience into different segments according to their industries, size, and challenges. This will help you run different campaigns according to this segmentation.

2. Behavioral Data: Utilize data to monitor how your prospects engage with your content. This helps you understand what they’re interested in and allows you to deliver more relevant messages.

3. Dynamic Content: Personalize the content on your website and emails by showing different messages based on the visitor’s profile. This ensures that each user sees content that speaks to their needs.

   
   

FAQs

What is B2B SaaS marketing, and how does it work?

B2B SaaS marketing works to attract customers related to software products. It involves multiple types of marketing, including content marketing, account-based marketing, and lead generation.

How is AI used in demand generation for B2B SaaS?

AI aids in demand generation by analyzing data, providing recommendations on trends, lead scoring, and generating content ideas. 

Why are in-person events important in SaaS marketing?

In-person events are essential to meet your potential clients face-to-face. It helps you to understand their needs and challenges, talk to them about their solutions, and build a long-lasting relationship that can evolve into beneficial business partnerships. 

What are the best strategies to master B2B demand generation?

The best strategies include using account-based marketing, personalizing content based on data, leveraging AI for automation, and hosting in-person events to build relationships.

How can community-building improve B2B SaaS growth?

Community building has a significant role in building trust and loyalty. It provides your potential customers with a platform to discuss their problems and strategies. As you are running this community, it makes you a trustworthy name in the field of software and gets you potential clients.