Director of Demand Generation · Senior B2B SaaS

Adam Woozeer

I run demand programmes.
I build the infrastructure they run on.

Full-funnel demand generation for B2B SaaS. I've owned programmes end-to-end: brief, creative direction, agency relationships, platform execution, and measurement frameworks across ABM, outbound, content, events, and roundtables.

Start the conversation → Read the demand gen guide
How I approach demand

Start with the pipeline number. Build backwards.

Coverage first. Then segments and channels that produce pipeline at acceptable cost. Then the signals that show when an account is ready to engage.

The brief comes before the channel mix. Demand gen programmes fail because the brief is vague: "awareness" or "generate leads". The channels are fine. A commercial brief with a number attached produces creative that converts and measurement that holds.

I build the measurement framework before the first campaign fires. Attribution disputes between marketing and sales signal a missing framework. Define what "influenced" means before launch. The ROI number stays credible when the programme ends.

01
Commercial brief before channel
Set the pipeline target, segment, ICP, and persona before choosing a channel. The brief determines the creative; the creative determines the channel.
02
Measurement framework before launch
Define sourced vs influenced pipeline, MQL→SQO conversion targets, and attribution rules before you serve the first impression. No post-hoc rationalisation.
03
Sales in the loop from day one
Reps who understand the programme's intent produce better follow-up. I build the SLA into the programme structure from the start.
04
Systems that outlast the project
Every programme I run ends with a measurement framework and playbook the internal team can operate independently. Quantexa's internal team runs the ABM framework without me.
Demand programmes

Campaigns I ran. Systems I built to run them.

I ran both Quantexa programmes: brief, creative direction, agency relationship, platform execution, and a measurement framework the internal team still runs. Clients cleared these three for publication. I walk through the rest on a call.

Quantexa · Decision Intelligence Platform
In-house programme lead · 1:1 Strategic ABM · Salesforce + HubSpot + Showpad + Influ2
1:1 Strategic ABM
The problem
Quantexa needed to close a single high-value financial services deal faster. The buying committee spanned risk, compliance, and data: 57 people with different decision criteria and no shared entry point.

Broad persona targeting would miss most of them. Generic ABM would reach the account, not the contacts inside it who could move the deal.
How I ran it
I built a deal-based marketing programme around one account. I identified 57 named decision-makers across the buying committee and ran contact-level ads via Influ2 matched to each person's function and deal stage.

I wired Salesforce, HubSpot, Showpad, and Influ2 together so that as the deal progressed, each contact's creative updated automatically. Sales didn't need to flag changes. The system tracked stage and served the right message.
Programme results
66% Faster deal close vs comparable opportunities
57 Named contacts identified across buying committee
>50% Of contacts reached with targeted ads
~30% Actively engaged with campaign content
4 Meetings with stakeholders
ChannelsContact-level advertising (Influ2) · Stage-specific creative · CRM-orchestrated sequencing
ManagedCampaign strategy, contact identification, creative briefs, CRM workflow integration, sales alignment, measurement
StackInflu2 · Salesforce · HubSpot · Showpad
Quantexa · Decision Intelligence Platform
Programme lead · 1:Few · North America enterprise expansion
1:Few ABM
The problem
Fraud investigators at tier 1 banks have seen every vendor pitch. They'd burned millions on tools that didn't deliver. Scepticism came standard. Conventional ABM got brand impressions. Reaching named decision-makers inside live deals was a different problem entirely. Quantexa was pushing into North America. The existing motion wasn't closing those accounts.
How I ran it
Set the strategic brief: "ABM as innovative as criminals." Show fraud investigators how Quantexa connects data the way criminals connect people. In terms they recognise, not vendor language.

Delivered content tailored to the buyer's role, their stage in the journey, and how they engaged over time. Each persona met with the right message at the right moment:

Awareness: Problem-led messaging to drive familiarity.
Consideration: Role-specific product and solution content.
Decision: ROI-focused assets, case studies, and customer proof.
Programme results
$6.7M Pipeline influenced
1,917% ROI on programme spend
23 Meetings booked from target accounts

"The creative concept and persona-based message, combined with the mixed use of tactics, both online and offline, have been critical to influence key stakeholders within our defined strategic accounts."

VP of Field & Pipeline Marketing, Quantexa
ChannelsPerson-based ads (Influ2) · Executive roundtables · Intent-driven outreach · Content syndication
ManagedStrategic brief, agency (Radish), creative direction, channel mix, platform execution, measurement framework handover
StackInflu2 · Madison Logic · LinkedIn · Bombora · HubSpot
Read the Radish Agency case study →
Quantexa · Decision Intelligence Platform
In-house programme lead · Contact-level ABM · Influ2 + HubSpot + Bombora
Contact-Level ABM Programme
The problem
Quantexa sells a complex data analytics platform into large enterprises with long sales cycles and committee buying. Traditional marketing spent budget without moving deals. We had no room to waste on activity that didn't reach the right people.

Light-touch LinkedIn ABM moved some deals but never reached the decision-makers inside active opportunities. Other ABM platforms added polished dashboards and little else.
How I ran it
Led the full programme from business case to measurement. Built the internal case for Influ2, proved it with 1:few then 1:many campaigns, and scaled once sales bought in.

Deal-based marketing: ads targeted at named stakeholders inside live deals, timed to the sales conversation. Creative informed by Bombora intent data and first-party signals. Ran it jointly with sales. Reps started requesting campaigns on their own deals without prompting.
Programme results
837% Return on Influ2 investment
7.6× Increase in influenced revenue
5.2× Pipeline generated vs cold outreach
4.5× Higher conversion rate vs cold outreach
ChannelsPerson-based ads (Influ2) · Intent-informed creative · Deal-based sequencing
ManagedBusiness case, platform selection, campaign execution, sales alignment, measurement
StackInflu2 · HubSpot · Bombora
Read the Influ2 case study →
Where demand breaks

Four failure patterns I diagnose first.

Demand programmes underperform for structural reasons before they underperform for execution reasons. I diagnose these patterns before touching a channel or a campaign brief.

01
Demand failure
Pipeline coverage gap

Demand gen produces MQLs. Sales converts some. Teams attribute the gap to lead quality or rep performance. Nobody examines the programme structure. When pipeline falls short of target by 2–3×, the demand model is the problem.

Symptom: "We hit our MQL target but missed pipeline by 40%."
02
Demand failure
Attribution blindness

Marketing reports influenced pipeline. Sales disputes it. Finance won't allocate budget. The problem is a missing measurement framework: no agreed definition of influence, no sourced pipeline model, no shared reporting layer. The data exists. Nobody built the framework.

Symptom: "Marketing says they drove $3M in pipeline. Sales says it was all outbound."
03
Demand failure
ABM without architecture

The target account list, intent data, and ad spend are all in place. Nothing connects them. No trigger logic, no signal routing, no coordinated sequence across channels. The programme runs on manual scheduling and produces impressions, not pipeline.

Symptom: "We're spending six figures on ABM tools and can't show what they produce."
04
Demand failure
Channel incoherence

Paid, content, outbound, and events run on separate briefs to separate audiences with no shared signal layer. The same account gets an ad, a cold email, and a webinar invite in the same week with zero coordination between them. High spend, low conversion.

Symptom: "Our channels all show positive metrics but pipeline isn't growing."
Speaking

Conference talks and panels.

ABM, contact-level targeting, and AI in demand generation.

Global ABM Conference
2025
ABM Goes Contact-Level: A Strategy Breakdown for Closing Complex Accounts
With Influ2 and Quantexa. Most ABM targets accounts, not the people inside them. We walked through the shift to contact-level: specific stakeholders, live deals, ads timed to the sales conversation. Engagement data becomes readable rather than approximate.
Global ABM Conference
2025
Winning Upward: Aligning Stakeholders and Demonstrating Value
Panel on how ABM leaders get C-suite budget, keep it, and prove it's working. Covered framing ABM in revenue terms, what good measurement looks like three years on, and keeping sales, marketing, and ops coordinated around the same targets.
European ABM Forum
2025
The AI-Infused ABM Playbook: Smarter Targeting, Scaling, and Conversion
AI in a working ABM programme. Account research that used to take hours takes under a minute. Content matched to persona and funnel stage automatically. Outreach drafted from 12 months of what worked. Real use cases, not the concept.
Stack

Each tool has one job.

The working stack and what each piece does.

Influ2+
Person-based advertising to named contacts inside target accounts. Ran deal-based marketing and coordinated ABM execution at 837% ROI.
Madison Logic+
Content syndication and B2B display for awareness-stage accounts. Runs alongside Influ2 for a coordinated upper-funnel to lower-funnel motion.
Bombora+
Third-party intent on account profiles. I use it to time messages, sequence channels, and steer creative.
HubSpot+
Programme execution and measurement layer. Marketing attribution, lifecycle stage tracking, pipeline reporting, and the shared sales-marketing view.
Clay+
Data layer for the programme. Waterfall enrichment across providers, target lists with ICP scoring, and signal monitoring: job changes, hiring, funding. The signals feed the triggers.
n8n+
Connects the stack. Syncs data between Clay, HubSpot, and ad platforms, runs AI agent steps inside flows, and fires the right campaign or sales alert when an account crosses a threshold.
Claude+
Account research, ICP-grounded messaging, and agentic workflows. I build with it too: the tools, the scripts, this site.
Gemini+
Long-context analysis of campaign exports and account datasets. Deep Research for market intel, creative variants, and execution inside Sheets and Docs.
ChatGPT+
Fast ideation and copy iteration, research synthesis, and data analysis on campaign exports. Custom GPTs and API calls handle repeatable workflow steps.
Manus+
Hands-off execution agent. Account deep-dives, list building, browser automation, and complete deliverables: reports, landing pages. Runs end-to-end without supervision.
Let's talk

If your demand programme needs rebuilding from the brief.

Book 30 minutes. Tell me what the pipeline number is and what's between you and it. I'll tell you what the programme should look like.

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