In this episode of Demand, host Jonathan Bland sits down with Alex Boyd, founder of Aware, to tackle the evolving landscape of LinkedIn growth for B2B brands. As organic reach continues to decline and AI-generated content floods feeds, Alex shares battle-tested strategies for maintaining authenticity and driving meaningful engagement.

Whether you're a Marketing Manager trying to scale your company's presence or a CMO looking to maximize your team's social selling efforts, this episode delivers actionable insights on:

- Building a standout personal brand that cuts through the noise

- Leveraging AI tools without sacrificing authenticity

- Tactics for maintaining engagement despite algorithm changes

- Converting social presence into pipeline opportunities

- Creating content that resonates with decision-makers

Alex brings unique expertise as the founder of Aware, a LinkedIn engagement and analytics platform helping B2B brands grow with 70% less effort. He shares real examples of how top performers are adapting their strategies to thrive in today's LinkedIn environment.

Join Jonathan Bland on this episode of Demand as he sits down with Alex Mospanyuk from Luminous to unpack their $250k brand marketing campaign. As the inventory management space becomes increasingly crowded, discover how Luminous broke through the noise with a strategic approach to brand storytelling.

In this value-packed conversation, Alex reveals the behind-the-scenes journey of conceptualizing and executing a high-impact brand campaign. From establishing clear messaging objectives to navigating on-set challenges, you'll get an unfiltered look at what it takes to create content that resonates with B2B audiences.

Key Discussion Points:

- Strategic reasoning behind major brand investment

- Campaign goal setting and messaging development

- Essential pre-production preparation steps

- Content distribution strategy across channels

In this episode of Demand, host Jonathan Bland sits down with Haley Pierce from The B2B Institute to tackle one of the biggest challenges facing small B2B SaaS brands today: striking the perfect balance between brand building and performance marketing.

Jonathan discusses how emerging SaaS companies can compete effectively against larger players. He challenges conventional wisdom about B2B marketing, exploring why the 95-5 rule matters for companies of all sizes and how small brands can leverage it.

Throughout the conversation, Jonathan and Haley dive deep into surprising learnings from working with smaller B2B brands, the critical importance of marketing to future buyers, and practical strategies for getting on the coveted day-one consideration list. They explore creative approaches that help brands become memorable without breaking the bank.

Join Jonathan Bland on this episode of Demand as he sits down with Mason Cosby, the mastermind behind Scrappy ABM, to demystify account-based marketing strategies that actually work without breaking the bank.

If you're tired of the same old ABM playbook that requires enterprise-level budgets and complex tech stacks, this episode is your wake-up call. Mason, who has helped companies generate over $12M with a 15X ROI using lean ABM programs, breaks down how to build effective targeting strategies that move accounts from unaware to ready-to-buy.

This no-nonsense conversation dives into:
- The truth about ABM targeting myths that are holding you back
- How to identify and engage cold accounts without being creepy
- The content-led outbound approach that's revolutionizing sales engagement
- Real talk about content mapping that actually drives pipeline
- Practical strategies for sales and marketing alignment that close deals

Every marketer wants to have more confidence that the experiments they run have a causal impact on the business. In this episode of Demand, Jonathan Bland, Co-Founder of Omni Lab, sits down with Pranav Piyush, founder of Paramark, to cut through the noise around incrementality testing and get real about measuring marketing impact.

For B2B marketers tired of questionable attribution models and vanity metrics, this episode delivers actionable insights on:

- Why traditional attribution methods might be lying to you

- Who should be running incrementality test

- What an incrementality test is and how to run one

- Managing stakeholder expectations and how to communicate the results

Whether managing million-dollar budgets or trying to justify your next campaign, you'll learn how to move beyond surface-level metrics to prove real business impact.

We have always known that everyone is not in-market for what we are selling, but we haven’t had a create heuristic to estimate how many are in-market and out-of-market. In this episode of Demand, Jonathan Bland sits down with John Dawes from the Ehrenberg-Bass Institute to unpack the 95:5 rule that has been trending on LinkedIn over the last year. 

In this episode, we’ll dive into: 
- How John Dawes came up with the 95:5 rule
- How to calculate it to estimate the number of in-market buyers and out-of-market buyers
- How the rule be used in practice to determine budget splits
- How this applies to ABM based strategies and the risks to be aware of

In this episode of Demand, host Jonathan Bland sits down with Eric Dates from VComply to unpack the critical difference between capturing attention and converting it in B2B marketing. As the marketing landscape becomes increasingly noisy, Eric shares invaluable insights on why many marketers struggle with the distinction between getting eyeballs and turning those views into meaningful engagement.

Eric breaks down his strategic approach to attention economics, exploring how B2B companies can move beyond surface-level metrics to create campaigns that not only grab attention but convert it into pipeline opportunities. Drawing from his experience at VComply, a leading compliance and risk management platform, Eric provides practical frameworks for allocating resources between attention-grabbing content and conversion-focused initiatives.

Tune in as Eric and Jonathan dive deep into:
- The fundamental difference between capturing vs. converting attention
- How to measure attention metrics that actually matter to revenue
- Real-world examples of companies mastering both attention and conversion
- Practical strategies for budget allocation between awareness and conversion campaigns
- The evolution of B2B marketing from pure lead generation to sophisticated demand creation

Stop chasing vanity metrics and start understanding how brand marketing truly impacts your bottom line. In this episode of The Demand Show, host Jonathan Bland sits down with Elizabeth Hague from Very, a leading end-to-end IoT development company, to unpack the complex world of measuring brand marketing impact.

Elizabeth shares her expertise in distinguishing between brand marketing, demand generation, and performance marketing - helping you understand where each fits in your growth strategy. You'll discover practical insights on budget allocation between sales activation and brand building, including perspectives on industry frameworks like the 60:40 rule and the 95:5 rule.

In this episode of Demand, Jonathan Bland sits down with Deirdre Mahon from super{set} to tackle the pressing issue of short-termism in B2B marketing. As marketing teams face increasing pressure to demonstrate immediate ROI, the balance between long-term brand building and short-term performance metrics has become increasingly skewed.

Drawing from her experience at super{set}, a data+AI startup studio that has successfully launched and scaled numerous tech companies. Deirdre shares candid insights about the dangers of prioritizing quick wins over sustainable growth. She explores why brands often treat brand building as an afterthought and how the obsession with immediate metrics potentially damages long-term success.

Key Topics:

- The definition and impact of short-termism in modern marketing

- Finding the sweet spot between brand building and performance marketing

- Practical approaches to balancing immediate results with long-term growth

- Strategic considerations for outsourcing vs. in-housing marketing functions

- Breaking free from the "metrics obsession" while maintaining accountability

Whether you're managing campaigns or setting marketing direction for your organization, this episode will help you think differently about your approach to marketing strategy and execution.

When it comes to marketing, there’s a chaotic, uncomfortable space between brand discovery and purchase—the messy middle we call “The Marketing Waiting Room.” 

In this episode, Jonathan, the Co-Founder of Omni Lab sits down with Justyna Ciecierska at Marketing Waiting Room to discuss how B2B SaaS brands could develop paid media strategies that keep brands top of mind without the hard sell. 

We’ll discuss: 

• The balance between brand building and activation
• How to design strategies for scrappy startups
• Unconventional ways to use Google Ads for brand awareness.

Whether scaling a startup or refining your paid social game, this episode unpacks the strategies for mastering the real, messy buyer journey.