Anjali Plainfield

Growth Marketing · B2B SaaS · 17+ years

I've spent my career chasing down questions: Why does some marketing work and most doesn't? What is the perfect recipe of strategy, buyer psychology, programs, tech, people and data that makes it click? How do you get marketing and sales genuinely rowing in the same direction? What's new in the world of tech and AI, and how can we use it to move and win faster? It's the pursuit of answers to questions like these that gets me up in the morning...well, that and a strong cup of coffee.

My resume

Growth Leader

Driving growth, end to end

Revenue-focused demand generation executive with 17+ years of experience building marketing engines that accelerate pipeline, expand ARR, and create predictable, scalable growth. I have spent my career focused on established B2B SaaS organizations at pivotal inflection points: companies with proven traction, strong foundations, and the ambition to break through to the next stage of growth.

Strategy & Execution

My work sits at the intersection of strategy and execution. I've led full-funnel demand gen programs spanning acquisition, retention, cross-sell, and partnerships. I'm just as comfortable setting direction in a boardroom as I am building a nurture sequence in HubSpot. That range isn't accidental; I believe marketing leaders who've done the work earn more credibility with their teams and their stakeholders.

Sales Alignment

I operate in close partnership with sales, with a firm belief that pipeline is a shared responsibility. When marketing and sales align around the same data, the same definitions, and the same goals, revenue becomes predictable, not a quarterly surprise.

AI & Automation

AI is reshaping how marketers get work done. Most teams are using AI for isolated, one-off tasks. I take that further, embedding AI into automated workflows that compound over time and unlock meaningful gains in speed, scale, and efficiency. The goal isn't AI adoption for its own sake, it's building teams that use AI as infrastructure, not just a shortcut.

Leadership

Known for building high-performance teams grounded in accountability, experimentation, and trust. I lead with empathy first. I believe people do their best work when they feel seen, supported, and challenged in equal measure. Developing strong leaders and fostering cultures where people genuinely thrive isn't separate from driving results. It's how you sustain them.

17+

Years in B2B SaaS marketing

3×

Pipeline growth average across roles

$1.2B+

In pipeline generated

Teams built & led from the ground up

Professional Highlights

My Growth Playbook, in practice

Real results and the proven strategies that got us there.

VP Demand Gen

Enterprise B2B | AI-SaaS | Healthcare

Rebuilt the entire demand engine from scratch

Rebuilt the marketing funnel with rigorous, high-intent qualification criteria for every stage. Implemented an inbound marketing program that prioritizes quality over quantity through high-trust partners. Stood up an SDR team to qualify all inbound and perform multi-threading outbound methodologies to drive pipeline acceleration, all within 6 months.

↑ 2x Marketing Qualified Leads QoQ

↑ Added $173M qualified pipeline

VP, Demand Gen

Enterprise/MM/SMB | SaaS | Healthcare

Built 5 independently managed demand programs across PLG & SLG

Built a new full-funnel demand generation engine with full ownership across new business, cross-sell, upsell, retention, and channel, across both SLG and PLG motions. Overhauled paid media strategy from unprofitable to an inbound-first model that reduced CAC by $6,000 and led to a profitable ROI. Led demand and digital through the company's rebrand and consolidation of 17 disjointed websites/products into one unified brand and suite of products.

52% SQL → win rate

↓ CAC by $6,000

VP, Demand Gen

MM/Enterprise | AI-SaaS | Energy & Industrial

Scaled the team and rebuilt the demand engine from the ground up

Inherited a team of 3 and scaled to 10+, building out demand gen, digital & web, events, marketing operations and SDR team. Launched a robust and high-production webinar program that quickly rose to become the highest-performing channel in the mix, leading to a dramatic increase in pipeline generation. Rebuilt the website to dramatically improve conversions, while rebuilding the tech stack, including a full CRM migration from Salesforce to HubSpot in 3 months, without losing momentum along the way.

↑ New logos: 2% → 60% of pipeline

↑ 5x SDR performance in 5 months

Thought Leadership

Thinking out loud about B2B growth

Perspectives on demand gen, sales development, GTM strategy, AI and what it actually takes to drive B2B growth in .

All posts →

Strategy January 2025

Are MQLs Dead? Turning Skeptics into Champions

Sales questions lead quality. Marketing defends volume. The problem isn't the metric. It's the implementation.

Demand Gen August 2024

The Real Reason Your ABM Program Isn't Generating Pipeline

ABM failures almost never trace back to execution. The campaigns run. The content lands. Sales shows up to the kickoff call, nodding along. The problem is almost always foundational, and by the time anyone notices, months of budget are already spent.

Leadership February 2026

How I hire demand gen marketers (and what I look for)

After hiring dozens of demand gen marketers, I've stopped caring about certifications. Here's what I actually screen for, and the questions I use to find it.

GTM January 2026

Building your first demand gen motion at a Series A startup

No brand, no budget, no playbook. Here's how to build a demand generation motion from zero when you're resource-constrained and every experiment has to count.

Anjali Plainfield

Driving growth, end to end

My Growth Playbook, in practice

Thinking out loud about B2B growth

Get in touch