Dyana Quinlivan built her career inside B2B SaaS, starting at early stage startups where she learned to do a little bit of everything. From paid media and content to ABM and sales follow up, those early years shaped how she thinks about pipeline, efficiency, and experimentation today.
In this episode of B2B Marketing Unlocked, Dyana joins host Jony Mansilla to break down how modern B2B SaaS teams are driving pipeline in a changing landscape. She shares how S-Docs approaches compliance driven messaging for IT leaders, how gated research reports fuel demand without forcing sales conversations too early, and why marketplaces and SEO continue to outperform paid channels at scale. Dyana also explains how her team uses AI tools responsibly, what is working with event marketing, and how B2B marketers should think about visibility as buyers shift toward AI search.
What You’ll Learn:
• How Dyana’s early startup experience shaped her B2B marketing approach
• How compliance and security messaging drives pipeline with IT leaders
• How to use gated research to generate demand without forcing sales
• Why marketplaces and SEO remain top pipeline drivers in B2B SaaS
• How to think about AI search, visibility, and experimentation moving forward
Dyana Quinlivan is the Senior Director of Marketing at S-Docs, a document automation platform that helps organizations streamline paperwork while staying secure and compliant. She oversees go to market strategy, demand generation, product marketing, and launches, working closely with sales and partner teams to drive growth.
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
• [00:29] Diana’s journey into B2B marketing
• [02:24] Overview of S-Docs and marketing team structure
• [05:43] Target market and compliance focus
• [07:52] Content strategy and engagement
• [10:32] Lead generation and nurturing process
• [12:42] Tools and technologies in use
• [14:36] Event marketing and networking strategies
• [17:45] Challenges in the current marketing landscape
• [20:10] Future of AI in marketing
• [22:10] SEO strategies and content creation
• [23:03] Quickfire round and closing thoughts
Episode Resources:
• Dyana Quinlivan on LinkedIn
• S-Docs Website
• HubSpot
• Jony Mansilla on LinkedIn
• Jony Studios Website
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