Before you touch channels, content, or campaigns, you need a foundation that doesn’t collapse after the first quarter. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down what demand generation actually is (and isn’t), why the LinkedIn “wins” are rarely plug-and-play, and why most teams get stuck in the messy middle with no idea where to start. Think principles, not playbooks. Because slapping “demand gen” on lead gen and obsessing over spreadsheet metrics is still just expensive experimentation.