Affinity’s CMO Hire Signals High-Intent Marketing Deals

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Affinity Signals Strong Buying Intent After Lindsay Bayuk Named Chief Marketing Officer

Quick Facts

Headline: Affinity Names Lindsay Bayuk as Chief Marketing Officer Funding/Event Date: August 5, 2025 Amount / Role: New CMO appointment Website: https://www.affinity.co/ | LinkedIn High-Intent Functions: `Marketing`

Why This Matters

Affinity, the leading AI-powered CRM for private capital dealmakers, has tapped Lindsay Bayuk—a seasoned SaaS marketing executive—to drive its next chapter of go-to-market expansion. This hire signals strong enterprise buying signals in the marketing domain as Affinity accelerates its AI-driven operations, targets new verticals, and scales globally. For sales reps and partnership teams, this move marks a pivotal moment to engage Affinity’s marketing leadership with tailored solutions for demand generation and brand amplification.

Growth Drivers Behind the Announcement

Lindsay Bayuk brings:

Decades of experience scaling global SaaS brands (FullStory, Pluralsight).

Proven track record in go-to-market transformation and enterprise expansion.

Expertise in M&A, brand evolution, and building world-class marketing functions.

With Bayuk at the helm, Affinity plans to:

Expand its AI-driven sourcing and relationship intelligence product suite.

Enter new sectors beyond private capital—potentially strategic acquirers in tech, consulting, and corporate M&A.

Scale marketing operations across EMEA and APAC, signaling increased hiring in digital marketing, content, and events.

Leverage data-driven insights to optimize technology procurement and partner ecosystems.

Likely Procurement Needs

Affinity’s marketing team is poised to invest in solutions that support B2B intent and demand gen at scale:

Marketing automation platforms (e.g., Pardot, Marketo) for nurturing dealmaker workflows.

Account-based marketing (ABM) tools to target private equity and investment banking segments.

Content creation and analytics services (whitepapers, webinars, SEO) to fuel relationship intelligence narratives.

Digital advertising and retargeting platforms (LinkedIn Ads, programmatic) for high-value audiences.

PR and analyst relations firms specializing in fintech and SaaS to elevate brand authority.

Event management and virtual conference services to showcase AI-powered CRM innovations.

Data enrichment and list-building services to refine affinity scoring and lead qualification.

Competitive Landscape & Partnerships

Peers and adjacent competitors in the relationship intelligence and CRM space include:

DealCloud: Focused on capital markets CRM with pipeline management—could partner on integration or data exchange.

Navatar: Provides deal management workflows for private equity; a potential partner for joint webinars or integrations.

SourceScrub & PitchBook: Data providers offering deal intelligence; Affinity may seek partnerships to enrich its network insights.

Salesforce & Microsoft Dynamics: Broad CRM platforms that compete on enterprise adoption—but Affinity’s niche focus could drive co-selling or OEM relationships.

Market trends:

AI-driven operations in deal sourcing and relationship mapping.

Shift toward agent-driven and network-centric sales motions.

Growing demand for relationship intelligence over transactional CRM data.

Actionable Takeaways for Vendors

Identify and engage Lindsay Bayuk (CMO) or her direct reports in digital marketing and demand gen.

Time outreach around Affinity’s product launches (e.g., new AI-sourcing features) to align with marketing campaigns.

Emphasize value props around enterprise buying signals, go-to-market expansion, and B2B intent optimization.

Leverage case studies in private capital or financial services to demonstrate domain expertise.

Use LinkedIn InMail and targeted content campaigns, referencing Affinity’s mission to harness networks for dealmaking.

Propose pilot projects (e.g., content syndication, ABM pilots) to deliver quick wins on lead quality and brand lift.

Key Contact: Lindsay Bayuk, Chief Marketing Officer https://www.linkedin.com/company/project-affinity/

Company Background & Traction

Founded in 2014 and headquartered in San Francisco, Affinity is the market leader in relationship intelligence for private capital firms, investment banks, and strategic acquirers.

Backed by top-tier investors (Bessemer Venture Partners, Menlo Ventures, Tribe Capital).

Serving over 3,000 customers across 80+ countries.

Annual recurring revenue (ARR) growing triple digits year-over-year.

Recent product launches include AI-powered deal sourcing and conversational CRM assistants.

Key Quotes & Data Points

“Lindsay brings the strategic vision, deep marketing expertise, and scaled operating experience we need to help Affinity scale across private capital markets.”

“What’s even more exciting is what comes next—solving more of the biggest challenges facing private equity and venture capital, expanding into new markets, and evolving how we go to market in an agent-driven world.”

Metric 1: 3,000+ customers leveraging AI-driven CRM Metric 2: Operations in 80 countries, enabling global dealmaking Hiring stat: Expanding global marketing team by 50% in the next 12 months

Final Thoughts

Affinity’s appointment of Lindsay Bayuk underscores a heightened focus on marketing as a strategic lever for international growth and product adoption. Vendors offering solutions in ABM, marketing automation, and technology procurement should prioritize outreach now to capitalize on these clear enterprise buying signals.

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Affinity’s New CMO Sparks High-Intent Marketing Deals