Christina Kyriazi didn’t set out to work in marketing. With a background in analytics and a focus on quantitative thinking, she found her way into B2B SaaS marketing through insights and strategy. That foundation shaped how she approaches modern marketing today, where data, experimentation, and measurable outcomes drive everything.
In this episode of B2B Marketing Unlocked, Christina joins host Jony Mansilla to break down how B2B teams can turn case studies into a scalable pipeline engine. She shares how PhotoShelter approaches multi-vertical marketing, why personalized content and segmentation matter, and how their team built a repeatable system to produce high-performing customer case studies at scale. Christina also explains how AI is transforming both strategy and execution, what it takes to hire AI-forward marketers, and how to balance increasing expectations with real outcomes in a fast-changing landscape.
What You’ll Learn:
• How to turn customer case studies into a consistent pipeline driver
• Why personalized content by vertical improves conversion rates
• How to build a repeatable system for generating case studies at scale
• How AI is transforming marketing strategy, execution, and hiring
• How to balance speed, quality, and expectations in modern marketing
Christina Kyriazi is the Chief Marketing Officer at PhotoShelter, where she leads marketing strategy across brand, demand generation, and customer engagement. PhotoShelter is a digital asset management platform that helps organizations store, organize, and distribute visual content while maximizing its impact and ROI.
This podcast is brought to you by Jony Studios, where we help B2B brands turn conversations into content systems that build trust, generate pipeline, and attract ideal customers. Learn more at https://jonystudios.com
Highlights:
• [00:00] Introduction to B2B Marketing Unlocked
• [01:01] Christina Kyriazi’s journey into B2B marketing
• [02:52] Understanding PhotoShelter and its value proposition
• [04:39] Target audience and market segmentation
• [06:48] Marketing team structure and lead generation strategies
• [08:44] Leveraging AI in marketing workflows
• [11:35] Hiring for AI-forward marketing talent
• [12:59] Tech stack and tools for marketing success
• [13:52] Multi-tactic campaigns and customer engagement
• [16:42] Challenges in modern marketing
• [19:50] Setting expectations with leadership
• [21:44] Surprising lessons in customer engagement
• [25:30] Creating effective case studies
• [27:43] Quick fire round and final thoughts
Episode Resources:
• Christina Kyriazi on LinkedIn
• PhotoShelter Website
• Jony Mansilla on LinkedIn
• Jony Studios Website
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