Christina Kyriazi didn’t set out to work in marketing. With a background in analytics and a focus on quantitative thinking, she found her way into B2B SaaS marketing through insights and strategy. That foundation shaped how she approaches modern marketing today, where data, experimentation, and measurable outcomes drive everything.
In this episode of B2B Marketing Unlocked, Christina joins host Jony Mansilla to break down how B2B teams can turn case studies into a scalable pipeline engine. She shares how PhotoShelter approaches multi-vertical marketing, why personalized content and segmentation matter, and how their team built a repeatable system to produce high-performing customer case studies at scale. Christina also explains how AI is transforming both strategy and execution, what it takes to hire AI-forward marketers, and how to balance increasing expectations with real outcomes in a fast-changing landscape.
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What You’ll Learn
How to turn customer case studies into a consistent pipeline driver
Why personalized content by vertical improves conversion rates
How to build a repeatable system for generating case studies at scale
How AI is transforming marketing strategy, execution, and hiring
How to balance speed, quality, and expectations in modern marketing
About Christina Kyriazi
Christina Kyriazi is the Chief Marketing Officer at PhotoShelter, where she leads marketing strategy across brand, demand generation, and customer engagement. PhotoShelter is a digital asset management platform that helps organizations store, organize, and distribute visual content while maximizing its impact and ROI.
Episode Resources
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Produced by Jony Studios
B2B Marketing Unlocked is produced by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract the right customers. We handle everything from strategy to distribution, helping you create a podcast that drives your entire marketing engine.