900: DEMAND GENERATION and growth marketing mastery w/ Sabina Iyengar

Wantrepreneur to Entrepreneur | Start and Grow Your Own Business

What sets successful SaaS companies apart in the crowded tech market? Join us as we celebrate our 900th episode with marketing strategist Sabina Iyengar, who reveals the secrets behind demand generation and the power of genuine interest in your solutions. With over 25 years of experience, Sabina shares her journey from a remarkable career at Intel to founding Integrated Growth Marketing Services following an unexpected layoff in 2023. She introduces her groundbreaking Grow-Tailor-Mature (GTM) Framework, helping you understand the essential differences between lead generation and demand generation while offering strategies to ignite real enthusiasm for your products.
Discover the intricacies of Sabina’s GTM framework as she walks us through creating a cohesive marketing strategy. She addresses vital questions—who, what, where, when, why, and how—to ensure alignment among marketing, sales, and customer success teams. By tailoring campaigns to specific solutions and audiences, you’ll learn how to nurture relationships with both new and existing customers. Sabina emphasizes the importance of metrics in tracking pipeline goals, revenue targets, and channel effectiveness, offering a blueprint for achieving strategic alignment and measuring business success in the fast-paced SaaS environment.
Marketing is ever-evolving, and Sabina’s insights underscore the need for continual adaptation. Reflecting on the rise of digital marketing and the integration of AI, she sheds light on the enduring principles that remain despite technological shifts. From tweaking strategies to understanding your audience’s changing needs, Sabina’s expertise provides a roadmap for staying relevant and effective. Tune in for this milestone episode and gain invaluable insights into demand generation and growth marketing from a true industry leader.
ABOUT SABINA

Sabina Iyengar is a seasoned marketing strategist with over 25 years in the tech industry. She began her career at Intel in the Bay Area, spending 13 years as a marketing specialist. Sabina transitioned into the SaaS industry, focusing on demand generation and strategic marketing. Over the past decade, she has worked with mid-size companies and startups, experiencing the challenges of strategy gaps and failed go-to-market efforts.

In the summer of 2023, a layoff led her to create the Grow-Tailor-Mature™ strategy framework and launch Integrated Growth Marketing Services. Sabina now helps clients achieve impactful growth through demand building, pipeline development, and strategic marketing.

Outside of work, Sabina enjoys time with her husband, two teenage children, and close-knit family and friends. Her passion for music spans all genres, and she enjoys listening, dancing, and teaching as a BollyX instructor.

LINKS & RESOURCES

• Visit Integrated Growth Marketing Services’ Website
• Connect with Sabina on LinkedIn

Chapters

1. Sabina Iyengar on Demand Generation (00:00:00)

2. Growth Marketing Strategy and Metrics (00:16:25)

3. Evolving Marketing Strategies and Customer Focus (00:25:46)

4. Appreciation for Podcast Guests (00:36:32)