Alex Alexin, Head of Demand Generation at Insightful, shares how she found her way into marketing and ultimately into demand gen. She unpacks what demand generation really means today, beyond leads, and why data, analytics, and operations are at the core of effective strategy. Learn how Insightful uses behavioral insights to refine personas, the evolving role of employee productivity tools, and how aligning sales and marketing on metrics drives better outcomes. Alex also shares a standout campaign that cut the sales cycle by 52% and highlights the value of testing, iteration, and curiosity in modern B2B marketing. About Insightful Insightful is a workforce analytics and productivity platform designed for modern teams looking to optimize performance, boost operational efficiency, and leverage data-driven workforce management. By integrating real-time activity tracking, behavioral analytics, and automated time mapping, Insightful simplifies employee monitoring, remote team oversight, and resource allocation, all within a single, intuitive platform. Known for promoting productivity transparency, Insightful replaces scattered reports and multiple tools with a unified, real-time visibility layer that connects daily work directly to meaningful business outcomes. Time Stamps 00:00:18 - Guest Introduction: Alex Alexin00:00:42 - Alex's Career Journey00:03:14 - Understanding Employee Monitoring00:04:04 - The Purpose of Insightful's Software00:05:36 - Reframing Employee Monitoring00:06:15 - Marketing Approach Overview00:06:33 - Defining Demand Generation00:08:11 - Identifying Target Personas00:12:06 - Balancing Brand Building and Demand Gen00:12:23 - The Full Funnel Perspective00:18:04 - SaaS vs. Other Industries00:21:32 - Successful Campaigns and Learnings00:24:25 - Key Marketing Advice00:25:40 - Final Thoughts and Contact Information Quotes "I truly believe that the heart of demand generation is the operations behind it." Alex Alexin, Head of Demand Generation at Insightful "It's all about how work happens and how you can really help your workforce do better or those workflows and those processes be better." Alex Alexin, Head of Demand Generation at Insightful Follow Alex: Alex Alexin on LinkedIn: https://www.linkedin.com/in/alexandraalexin/ Insightful website: https://www.insightful.io/ Insightful on LinkedIn: https://www.linkedin.com/company/insightfulio/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547