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Building ‘discoverability’ for successful demand generation | Perla Virgen-Silva (Mixpanel)

Perla Virgen-Silva (Senior Global Demand Generation Manager at Mixpanel), frames demand gen work as a bet on “discoverability,” making the work more tangible and customer-centric. We also dive into getting data right in order to align the org to a common goal.



  • (01:15) – Perla’s background and journey to Mixpanel
  • (04:06) – What’s the difference between demand gen and growth marketing?
  • (07:34) – Do you start with a campaign or start with available channels?
  • (11:22) – Think of demand generation as ‘discoverability’
  • (14:36) – Discoverability depends on a solid distribution plan
  • (16:50) – Customer-centric thinking opens up creative channels
  • (22:27) – Data is a crucial investment for marketing teams
  • (28:23) – Use your customers and audience as a guiding factor

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