Summary

In this episode of Demand-Geniuses, Paula Molinar, Head of Demand Generation at Paddle, shares what it’s really like leading demand gen at one of Europe’s fastest-scaling SaaS companies. From her unexpected pivot from fashion to tech, to helping Paddle expand into the US and manage post-acquisition complexity, Paula unpacks the messy, rewarding business of building pipeline at scale. She discusses the evolving role of content, the limits of attribution, the power of well-orchestrated webinars, and why she sees demand gen as the connective tissue between brand and revenue. It’s part career story, part GTM playbook—and fully unfiltered.

Takeaways

• Demand-Gen is the glue between creative marketing and revenue accountability—it operationalises brand, content and PMM.
• Webinars are underestimated: they’re long-fuse assets that nurture intent over months, not weeks.
• Attribution isn’t everything: use it for direction, not truth. Look for trends and tell compelling stories with the data you do have.
• Influencers aren’t just for B2C: Paddle’s found success with founder-advocates and niche B2B advisors who’ve used the product.
• Content strategy must evolve: SEO is shifting down-funnel. Focus on commercial intent and LLM visibility.
• Don’t gate by default: Paddle uses forms intentionally, mostly for webinars, ensuring value exchange feels fair and timely.