Welcome to Demand Bites, the podcast where B2B demand generation leaders discover the strategies they need to grow.

In this episode, host Ross Howard, Director of Insights at Inbox Insight, sits down with Mike Hicks, CMO of AppSpace, to explore the art of category creation, balancing short-term and long-term marketing goals, and the strategic mindset needed to scale a marketing team.

Mike shares valuable insights on the importance of category creation and how AppSpace is redefining the workplace experience platform space. He also goes on to explain the best way to navigate the strategic vs. operational divide as a marketing leader. Mike finishes off the episode by providing advice for aspiring marketing leaders looking to take the next step in their careers.

If you’re looking for practical strategies to refine your marketing approach and scale your team, this episode is a must-listen.

If you enjoyed this episode, don’t forget to subscribe to Demand Bites on your favorite podcast platform and leave us a review!

Chapter Markers:

(00:00) Introduction & Welcome 

(00:59) Mike Hicks’ Career Journey: From Agency to CMO 

(03:15) What is AppSpace & the Importance of Category Creation 

(05:32) Balancing Short-Term Wins vs. Long-Term Strategy 

(07:40) How to Level Up as a Demand Gen Leader 

(10:19) The Power of Asking the Right Questions 

(10:37) Outsourcing vs. In-House: Making the Right Call

Useful Links:

Learn more about AppSpace: www.appspace.com

Connect with Mike Hicks on LinkedIn: https://www.linkedin.com/in/mike-hicks-159b292/

Follow Ross Howard on LinkedIn: https://uk.linkedin.com/in/rhcontentmarketing

Discover more insights from InboxInsight: www.inboxinsight.com

In this episode of Demand Bites, host Ross Howard sits down with Julie Smutko, Head of Demand Generation at Verse.ai, to explore the power of thought leadership, lead scoring, and nurturing strategies that actually work.

Julie shares her journey in demand generation, the importance of building trust with your ideal customer profile, and the practical frameworks Verse.ai uses to qualify, nurture, and convert leads into pipeline revenue.

If you enjoyed this episode, don’t forget to subscribe to Demand Bites and leave a review. 

Stay tuned for more insights from top B2B marketing leaders!

Chapter Markers:

(01:19) Julie’s Career Journey in Marketing & Demand Generation 

(03:01) Building the Demand Generation Function at Verse AI 

(04:52) Why Thought Leadership is Essential in B2B Marketing 

(05:09) The Lead Handoff Process: Marketing to Sales 

(07:51) Understanding Lead Scoring & Qualification 

(10:52) The Impact of ROI Calculators & Content-Driven Strategies

Useful Links:

Connect with Julie Smutko on LinkedIn: https://www.linkedin.com/in/juliesmutko/

Learn more about Verse.ai: https://verse.ai/

This week on Demand Bites, Ross sits down with demand generation expert Jana Pelchen to explore actionable strategies for navigating economic downturns, optimising marketing efficiency, and aligning sales and marketing for maximum impact.

Jana shares key insights on avoiding panic-driven marketing decisions, leveraging first-party data for better targeting, and optimising cost efficiency in demand generation. Whether you're looking to recession-proof your marketing strategy, improve CAC payback, or strengthen cross-functional collaboration, this episode is packed with valuable takeaways.

Demand Bites is the podcast where B2B demand generation leaders share strategies you can use to identify, educate, and convert your ideal customers.

Enjoyed the episode? Don't forget to rate, review, and subscribe to Demand Bites on your favorite podcast platform!

Chapter Markers:

(01:19) Jana’s journey into demand generation 

(02:42) Common mistakes businesses make in a downturn 

(04:17) How chasing cheaper leads can backfire 

(05:57) Rethinking marketing measurement in a crisis 

(06:52) Actionable tips for recession-proofing marketing plans 

(07:35) The power of organic channels and thought leadership 

(08:52) How AI is changing the B2B buyer journey

(09:52) Aligning sales and marketing: Five key pillars 

(11:00) The role of data, KPIs, and technology in driving alignment

Useful Links:

Follow Jana Pelchen on LinkedIn: https://www.linkedin.com/in/jana-pelchen/

Learn more about Inbox Insight: https://www.inboxinsight.com/

Demand generation is as much about building trust as it is about driving pipeline. This week on Demand Bites, we’re thrilled to welcome Tara Robertson, Head of Demand Generation at Chili Piper, to share her insights on creative approaches to marketing, scaling personalised strategies, and aligning with sales teams to achieve shared goals.

In this episode, Tara discusses the importance of empathy in marketing and why marketers should “market how they wish to be marketed to.” From building trust through transparency to leveraging innovative tools like GoodFit for account scoring, Tara highlights what works in a fast-changing landscape. She also provides actionable tips for scaling personalised campaigns and balancing creativity with measurement.

Whether you’re looking to break through the noise, align with sales, or reimagine demand generation, Tara’s expertise will inspire you to think differently about your approach.

Demand Bites is the podcast where B2B demand generation leaders share strategies you can use to identify, educate, and convert your ideal customers.

Chapter Markers:

(01:27) Meet Tara Robertson: Journey into Demand Generation

(03:07) Creative Demand Gen Tactics That Work

(04:15) Scaling the Unscalable: Outbound Success Stories

(05:56) Using GoodFit for Target Account Scoring

(06:48) Building Trust in B2B Through Transparency

(08:16) The One Takeaway for Modern Demand Generation

(09:33) Lessons Learned at Chili Piper

(10:34) Where to Connect with Tara Robertson

Useful Links:

Tara Robertson on LinkedIn: https://www.linkedin.com/in/tararobertson/

Chili Piper Website: https://www.chilipiper.com

With technology changing at lightning speed, what worked yesterday might not work today. That’s why continuous learning is crucial for marketers, especially in demand gen, where new tools and strategies pop up all the time.

That’s precisely why we’re thrilled to have Pam Didner on Demand Bites this week. She’s an author, speaker, workshop leader, consultant, and fractional CMO with more than 20 years of experience in B2B marketing.

In this episode, Pam shares her top strategies for building a lasting demand gen plan. From maximising the potential of generative AI to achieving sales and marketing alignment through open communication, she’s got the insights you need. Plus, Pam and Ross discuss an often overlooked but crucial aspect of demand generation—continuous engagement with the buyer and the power of a follow-up after the first touchpoint.

Demand Bites is the podcast that showcases the latest demand generation techniques and shares real-world strategies from industry peers that you can put to work right away.

Chapter Markers:

(01:23) Introducing Pam Didner and her B2B marketing journey 

(03:26) The importance of continuous learning for B2B marketers

(04:20) Exploring the B2B buyer journey and the power of a follow-up in demand gen

(06:45) Using content as a conversation opener to boost buyer engagement and drive long-term success

(08:16) Tips for maximising the potential of generative AI in demand gen

(10:13) Achieving sales and marketing alignment through open communication

(12:34) Connecting with Pam on social media

Useful Links:

LinkedIn: https://www.linkedin.com/in/pamdidner/

Website: www.pamdidner.com

GPT era book: https://bit.ly/didnerGPT

Prompt book: https://bit.ly/didnerprompt

The key to a successful demand generation strategy is all about nurturing your audience throughout their entire journey, not just chasing the sale at the finish line. It’s a balance between strategy, creativity, and relationship-building, which is where this week’s guest truly shines.

Meet Natasha Tibbetts, VP of Media at Swell Media. With a career spanning several decades and with a wealth of experience in strategy and media planning, Natasha has become a go-to expert in the B2B marketing world. Starting as an intern at an ad agency, she has since found her home at Swell Media, where she’s been making waves for nearly a decade.

In just 15 minutes, Natasha and Ross break down the essentials of a full-funnel approach to demand generation. Natasha reveals her top strategies for balancing brand awareness with lower-funnel tactics, emphasising the importance of building trust and long-term relationships with your audience. Plus, she shares the most common challenges B2B marketers face, tips for overcoming them, and the most effective methods for demonstrating ROI for B2B customers.

Demand Bites is the podcast that showcases the latest demand generation techniques and shares real-world strategies from industry peers that you can put to work right away.

Chapter Markers:

(01:18) Introducing Natasha and discussing her career journey in B2B marketing and advertising

(02:52) The challenges of focusing exclusively on the lower part of the sales funnel

(06:01) Balancing brand and demand for a full-funnel strategy

(07:26) The best practice for implementing a full-funnel approach in B2B marketing

(10:28) Discussing effective methods to demonstrate ROI for B2B customers, particularly in the context of long sales cycles

(13:20) Addressing the most frustrating challenges in B2B 

(15:23) Where to connect with Natasha on socials

Useful Links:

Natasha Tibbetts LinkedIn

Swell Media Website

In the world of B2B marketing, balancing physical and virtual events while staying agile is no easy feat. It takes creativity, adaptability, and a keen understanding of connecting with your audience meaningfully. 

In this episode of the Demand Bites podcast, we’re thrilled to welcome Samantha Ranieri, Senior Field Marketing Manager at Brandwatch and Cision. Samantha brings years of experience navigating the ever-changing landscape of field marketing and demand generation, making her a trusted expert for marketers looking to level up their game. 

In just 15 minutes, Samantha and our host, Ross Howard, dive into the field marketing role and how it bridges the gap between sales and marketing teams. Samantha shares her insights on the ongoing evolution of physical and virtual events, personalisation strategies that resonate, and how to optimise demand generation efforts to drive real results. 

Demand Bites is the podcast that showcases the latest demand generation techniques and shares real-world strategies from industry peers that you can put to work right away.

Chapter Markers

(01:10) Meet Samantha Ranieri, senior field marketing manager at Brandwatch and Cision.

(02:08) The role and challenges of field marketing, including regional liaison and creative event management.

(03:04) Balancing physical and virtual events post-COVID and how regional differences shape strategies.

(08:17) The importance of personalisation in marketing and examples of effective outreach strategies.

(10:38) Leveraging AI thoughtfully in marketing while maintaining a human touch.

(12:14) Understanding the nuances of demand generation and targeting the right levers to pull.

(14:29) Using metrics and data-driven decisions to improve marketing and sales alignment.

(16:29) Conclusion and final thoughts on demand generation and the power of collaboration.

Links

Samantha Ranieri on LinkedIn

Cision on LinkedIn 

Brandwatch on LinkedIn

In the B2B world, every dollar counts. So, you want to be strategic about your demand generation efforts and ensure your tactics work as hard as possible for you.

In this episode of the Demand Bites podcast, we’re excited to welcome Ben Alvord. Ben is a seasoned digital marketing leader and is currently the Director of Growth Marketing at Akamai Technologies. With a proven track record of successfully managing multiple complex programs and overseeing paid advertising budgets exceeding $10 million, Ben is the go-to expert for the most cost-efficient demand generation techniques.

In just 15 minutes, Ben and our host, Ross Howard, explore the most efficient demand generation tactics currently in play—from LinkedIn advertising to webinars.

During the episode, we learn how to optimise your ad spending to reach your ideal customers while balancing efficiency and budget limitations. Ben also provides insights on partnering with sales to drive pipeline growth and why it’s crucial to have marketing and sales collaborate to nurture leads. Finally, he also shares proven advice and actionable tips from his own experience that you can apply in your daily operations.

Demand Bites is the podcast that showcases the latest demand generation techniques and shares real-world strategies from industry peers that you can put to work right away.

Chapter Markers

(01:15) Introduction to Ben’s career journey, from startup to scale-up to exit into a larger organisation

(03:53) Using efficient demand generation strategies for maximum performance

(07:07) Partnering with sales to drive demand and creating smooth collaboration between marketing and sales

(09:48) Leveraging webinars for marketing purposes

(12:31) Advice to marketers and leaders to achieve profitable demand generation

(13:52) Ben’s tips for staying on top of your game in B2B

Links

Ben Alvord LinkedIn

Akamai Technologies Website

Are you a B2B demand generation leader looking for actionable strategies to accelerate your pipeline?

Welcome to Demand Bites, the podcast crafted for busy marketing professionals like you.

Hosted by Ross Howard, Director of Product Marketing at Inbox Insight, Demand Bites delivers bite-sized, 15-minute episodes packed with real-world advice and breakthrough demand generation tactics.

Each week, Ross and his expert guests dive deep into what’s broken in the B2B buyer journey and share practical tools you can implement today to fix it.

If driving growth feels tougher than it should, tune in for expert tips on accelerating demand across the sales cycle and unlocking new growth opportunities. 

Subscribe now!