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.