Anne-Sophie Gigan has joined TOPdesk as Senior Manager, Demand Generation, taking on a leadership role focused on building and scaling the company’s demand generation strategy.
The appointment comes as demand generation continues to evolve beyond lead acquisition. B2B organizations are increasingly prioritizing integrated strategies that combine content, digital advertising, lifecycle marketing and customer insights to create stronger buying journeys and measurable business outcomes.
For marketing leaders, this shift also changes how success is measured. Rather than focusing solely on campaign performance or marketing-qualified leads, demand generation teams are expected to demonstrate their contribution to pipeline quality, revenue growth and customer retention.
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The growing use of AI and marketing automation is further transforming the discipline. Modern demand generation increasingly relies on predictive analytics, personalization and cross-channel orchestration to engage prospects more effectively while improving marketing efficiency.
Gigan brings extensive experience in performance marketing and digital demand generation to the role. Her appointment reflects the growing importance of specialized demand generation leadership as software companies look to strengthen customer acquisition strategies and align marketing more closely with revenue objectives.
As B2B buying journeys become more complex, organizations are continuing to invest in marketing leaders who can combine data, technology and customer insights to drive sustainable growth.
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