B2B Demand Generation

How B2B Teams Turn Case Studies Into Pipeline with Christina Kyriazi

 
 

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.

Watch the full episode

 

Listen to this episode on Apple, Spotify, or YouTube.


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

Enjoyed This Conversation?

If you liked this episode, you’ll enjoy the other conversations on B2B Marketing Unlocked, where we interview top CEOs, marketing executives, and business leaders to unlock the stories behind their growth, the lessons they’ve learned, and the marketing secrets that drive results.

Explore more episodes and subscribe to stay updated on new releases each week.


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.

Learn more
 

Driving Pipeline in Modern B2B SaaS with Dyana Quinlivan

 
 

Dyana Quinlivan built her career inside B2B SaaS, starting at early stage startups where she learned to do a little bit of everything. From paid media and content to ABM and sales follow up, those early years shaped how she thinks about pipeline, efficiency, and experimentation today.

In this episode of B2B Marketing Unlocked, Dyana joins host Jony Mansilla to break down how modern B2B SaaS teams are driving pipeline in a changing landscape. She shares how S-Docs approaches compliance driven messaging for IT leaders, how gated research reports fuel demand without forcing sales conversations too early, and why marketplaces and SEO continue to outperform paid channels at scale. Dyana also explains how her team uses AI tools responsibly, what is working with event marketing, and how B2B marketers should think about visibility as buyers shift toward AI search.

Watch the full episode

 

Listen to this episode on Apple, Spotify, or YouTube.


What You’ll Learn

  • How Dyana’s early startup experience shaped her B2B marketing approach

  • How compliance and security messaging drives pipeline with IT leaders

  • How to use gated research to generate demand without forcing sales conversations

  • Why marketplaces and SEO remain top pipeline drivers in B2B SaaS

  • How to think about AI search, visibility, and experimentation moving forward


About Dyana Quinlivan

Dyana Quinlivan is the Senior Director of Marketing at S-Docs, a document automation platform that helps organizations streamline paperwork while staying secure and compliant. She oversees go to market strategy, demand generation, product marketing, and launches, working closely with sales and partner teams to drive growth.


Episode Resources

Enjoyed This Conversation?

If you liked this episode, you’ll enjoy the other conversations on B2B Marketing Unlocked, where we interview top CEOs, marketing executives, and business leaders to unlock the stories behind their growth, the lessons they’ve learned, and the marketing secrets that drive results.

Explore more episodes and subscribe to stay updated on new releases each week.


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.

Learn more