In a recent episode of the B2B Marketing Leaders Podcast, Olga Bondareva, founder of ModumUp, talks about demand generation in B2B with experts from enterprise companies:

• Irina Chernova, Demand Marketing Manager EMEA & LATAM at NetApp
• Aleksandra Savina, Demand Generation Manager, Global Marketing at Thermo Fisher Scientific

The experts shared how demand generation works in practice at two large B2B companies. Irina Chernova at NetApp described targeted demand as the last mile between strategic programs and sales conversations, with pipeline created and won pipeline as core KPIs.

Aleksandra Savina at Thermo Fisher Scientific runs global demand gen programs in the proteomics division, building campaigns around buyer questions rather than product features.

On what works, Irina Chernova shared how monthly engineering webinars became one of NetApp's strongest ongoing campaigns after the team expanded the audience, added follow-up, and repurposed recordings for lead acquisition. Aleksandra Savina described a 3-4 month proteomics program built around one educational topic across a webinar, white paper, blog, and social channels.

The speakers were also open about less successful initiatives. At NetApp, appointment-setting with external vendors did not deliver the expected pipeline - nurture through content worked better for their model. Aleksandra Savina noted that promoting a single asset without a full customer journey rarely delivers results, and that educational landing pages with too many CTAs often underperform compared with permanent site pages.

Both experts said a large share of the role is orchestration across field marketing, events, communications, digital, and sales. On AI, they start with goals, not tools: Copilot for planning and scheduling, HubSpot for analytics and AI search visibility, with FAQ content and llms.txt as early steps for LLM presence.

A big thanks to Irina and Aleksandra for a great and insightful conversation!

You can check out the full episode on the B2B Marketing Leaders Podcast: 

Watch on YouTube: https://youtu.be/UldbYypT4_I 
Listen on Spotify: https://open.spotify.com/episode/2wY46WfJSb3QV1OwqJS2nh 
Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/demand-generation-in-b2b-insights-from-netapp-and/id1852582740?i=1000773161818 
Also, read the full article summary of the episode here: https://modumup.com/blog/9g9i7eooi1-thermo-fisher-scientific-and-netapp-on-d