Alexandra Velikorossova

Digital Marketing Manager — SaaS & B2B Demand Generation

Turning marketing spend into pipeline, one traceable campaign at a time.

Introduction

I care about knowing why something worked — not just that it did.

For the last 10+ years I’ve helped SaaS and B2B companies turn marketing spend into actual pipeline, across strategy, campaign build, paid media, automation, and the tracking that ties it all back to revenue. I currently lead demand generation across ANZ markets at BSI Group, alongside ongoing growth marketing consulting for early-stage SaaS startups in HR Tech and HealthTech.

That means building tracking into a campaign from day one, not bolting it on afterwards. It also means staying close to the numbers: campaign-by-campaign, I typically generate 50 to 120 qualified leads through integrated, multi-channel programs.

What I Do

End to end, brief to Salesforce

I own each campaign from the first strategy conversation through to the moment a lead lands in Salesforce and sales can see exactly where it came from.

Plan

Define the audience, the business problem we’re solving, and which channels actually make sense. I localise global strategy for ANZ markets.

Build

Google Ads, LinkedIn campaigns, landing pages, and the creative and CTAs that go with them. I quality-check everything before it goes live.

Track

Custom campaign naming and redirect links for every asset, so I know exactly what’s driving results down to the click.

Automate

Pardot journeys and lead-scoring workflows, integrated cleanly with Salesforce.

Optimise

Structured keyword testing and ongoing A/B testing, plus regular SEO work so organic and paid reinforce each other.

My Approach

Strategy is easy to write. Pipeline is the job.

Before I write a single ad, I ask what a qualified lead actually looks like for this business, and I build the tracking to prove whether we got there.

I treat agencies and partners as an extension of the team. I give a clear brief, stay close to the data, and push back when output doesn’t meet the standard.

I stay hands-on — as comfortable setting up a redirect link as presenting funnel performance to stakeholders.

A Real Campaign

SOC 2 Lead Generation

Generating qualified enquiries from businesses that needed SOC 2 compliance to work with US-based partners.

The Challenge

Reaching senior decision-makers who tune out generic ads

I built a dedicated landing page for one specific business problem. Every asset had its own tracking link, so I could see which message and channel actually resonated.

“The question was never how many people clicked — it was whether the right people showed up.”

Agency Partnership

A peer approach to agency management

I’ve worked day to day with a paid media agency partner, managing the relationship as a peer rather than a hand-off. That means a clear brief going in, regular check-ins on performance against agreed benchmarks, and direct feedback when creative or targeting isn’t hitting the mark.

I sit between the agency’s output and internal stakeholder expectations — translating what the data is showing into next steps both sides can act on, rather than just passing reports along.

Full-Funnel Reach

Beyond paid search and social

My channel mix goes well past Google Ads and LinkedIn. I build multi-channel programs that combine paid media with email nurture, landing page experience, and organic search — so a campaign has more than one way to reach and convert the right audience.

Email & Lifecycle

Pardot nurture journeys that move a lead from first touch to sales-ready, with lead scoring so sales knows who to prioritise.

Landing Pages

Built and optimised per campaign, not reused generically — matched to the specific audience and offer driving traffic to them.

Organic & SEO

Keyword strategy and content updates that grow visibility over time, reducing long-term reliance on paid spend alone.

Results That Matter

A few numbers behind the work

50–120

qualified leads per campaign

10+

years in SaaS & B2B marketing

markets: ANZ campaigns, global coordination

The Technology Side

Pardot, Salesforce, and clean attribution

I work closely with Pardot and Salesforce day to day, and I’ve also worked alongside Optimizely for on-site testing and conversion optimisation.

Salesforce
Pardot
Optimizely
Google Ads
LinkedIn Ads
Google Analytics
SEO

Why This Fits

What I bring to a role like this

Hands-on

Comfortable in the detail of a campaign build, not just the strategy above it.

Commercial

Focused on real demand generated, not vanity metrics.

Technical

Fluent in the systems connecting campaigns to CRM and pipeline.

Global-ready

Used to working across markets and time zones without it slowing things down.

Let’s talk

Open to conversations about digital marketing leadership roles in SaaS and B2B.

alexa@easyclickstudio.com.au
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0406 644 446
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LinkedIn

Alexandra Velikorossova — Sydney, Australia