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 Alexin

00:00:42 - Alex's Career Journey

00:03:14 - Understanding Employee Monitoring

00:04:04 - The Purpose of Insightful's Software

00:05:36 - Reframing Employee Monitoring

00:06:15 - Marketing Approach Overview

00:06:33 - Defining Demand Generation

00:08:11 - Identifying Target Personas

00:12:06 - Balancing Brand Building and Demand Gen

00:12:23 - The Full Funnel Perspective

00:18:04 - SaaS vs. Other Industries

00:21:32 - Successful Campaigns and Learnings

00:24:25 - Key Marketing Advice

00:25:40 - 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/

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Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547