In this episode, we’re joined by Adam Holmgren, co-founder of Fibber and head of demand generation at Rillion. Together, we tackle the common myths surrounding demand generation, especially the idea that demand gen is simply lead gen in disguise. Spoiler: it’s not!

We discuss how demand generation plays an essential role in bridging the gap between brand and sales, offering sustainable B2B marketing practices that drive real results. From the misconceptions about “creating demand” to the role of personal branding, we explore it all.

Tune in and learn:

+ The critical differences between demand gen and lead gen

+ How to build brand awareness that’s sustainable and effective

+ Why demand gen is the missing link between sales and marketing

This episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.

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00:00:00 Introduction: Debunking Demand Gen Myths

00:03:00 Demand Gen vs. Lead Gen: Clearing Up Confusion

00:06:30 Building Brand with Demand Gen

00:09:50 The 5 Stages of Awareness Explained

00:13:10 Personal Branding in B2B Marketing

00:17:00 The Role of Signals in Demand Gen

00:20:30 Demand Gen as the Glue Between Sales and Marketing

00:23:40 Beyond Attribution: Marketing Without Limits

00:27:20 Capturing Existing Demand vs. Creating New Demand

00:30:00 Addressing Criticism: Is Demand Gen Bad Marketing?

00:32:30 Visualizing Marketing Touchpoints for Better Results

00:34:00 Data-Informed Decisions in Modern Marketing

00:36:50 Performance Marketing vs. Demand Gen Approaches

00:39:10 Adopting a Consultative Go-To-Market Strategy

00:41:40 Final Thoughts and Takeaways

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S06 E161 - The B2B Playbook

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