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Driving Demand episodes
- 9 - How to start and build out your demand journey from scratch (with Adam Holmgren, Head of Demand Gen at GetAccept)
For the first time ever you will listen to your host share his perspective on Demand Generation and how to build a demand framework and playbook from scratch.
In this episode we touch upon:
- How to make the transition from Lead Gen to Demand Gen?
- What's the most important metrics to follow daily?
- How do you build up and develop a successful demand team?
- How do you create your own demand framework?
- What's most important when building out playbooks for paid search and paid social?
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross, HockeyStack & Riverside.fm.27 min - 8 - The only Demand Generation playbook you'll ever need (with Liam Bartholomew, Global Head of Demand Gen at Cognism)
Liam Bartholomew is the Global Head of Demand Gen at Cognism. During 2021 they made their big shift from traditional lead gen towards demand generation and in this episode he shares the secret recipe that made it so successful. Oh, and they just took in their Series C investment of $87,5M!
We also talked about:
- How the discussion around demand gen started internally
- How they scaled their marketing team to fit the newly adopted strategy
- The first 5 things they did to make this transition and how it resulted in a pipeline increase from $2M to $6M
- The actual demand gen playbook that you can start using today!
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross, HockeyStack & Riverside.fm.37 min - 7 - Hypergrow your SaaS company with a product-led mindset (with Bill Macaitis, former CMO & SVP Marketing at Salesforce, Slack & Zendesk)
Bill Macaitis is one of the most renown marketing leaders out there. He is the former CMO & SVP Marketing at Salesforce, Slack & Zendesk. Today he is a growth advisor and board member for a bunch of really cool SaaS companies in both EMEA & US.
On this episode we talk about:
- Why you should have a campaign team instead of demand team?
- What is product-led growth?
- How product-led growth and demand gen can work together?
- How Slack built their successful product-led growth model
- Tips for scaling marketing teams and continue to produce a great output and keep the culture intact
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross, HockeyStack & Riverside.fm.38 min - 6 - How to create a really great brand and engage your audience (with Gwen Lafage, VP Brand & Content at Sinch)
Gwen Lafage is VP Brand & Content at Sinch and also the host of the Tech Marketing Podchat.
On this episode we talk about:
- What is the difference between brand and demand?
- What defines a really great brand?
- How can you measure brand against revenue growth?
- When should a company hire in-house marketers and when is an agency a good idea?
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross, HockeyStack & Riverside.fm.37 min - 5 - Why SaaS companies in Europe is falling behind and what you can do about it (with Chris Walker, CEO at Refine Labs)
Chris Walker is (probably) the father of demand gen as we all know it today. He is also the CEO at Refine Labs and host of the State of Demand Gen podcast. Chris and his team at Refine Labs is not only working with high-growth SaaS companies in the US but are also very present in the EMEA area giving them a unique perspective on both markets.
On this episode we talk about:
- Why many SaaS companies in Europe is falling behind and what modern marketers can do about it
- What would Chris do in his first 90 days as a demand marketer?
- How would he convince management that demand gen is working?
- How does a successful demand gen playbook look for 2022 and beyond?
- What distinguishes a really good demand marketer from an average one?
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross, HockeyStack & Riverside.fm.42 min - 4 - How to create an engaged and high-performing marketing team (with Sophie Hedestad, CMO at Netigate)
Sophie Hedestad is the Chief Marketing Officer at Netigate and host of #kommuniceraMera & Voice Of Success podcast.
On this episode we talk about:
- How to create that golden sales and marketing relationship
- Why is it important to have a highly engaged marketing team? And how to achieve it?
- How to build your marketing team from scratch and why a web developer should be one of your first hires?
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross & HockeyStack.35 min - 3 - The difference between doing marketing in a start-up vs scale-up (with Emelie Malmquist, Head of Marketing at Adnami)
Emelie Malmquist is the Head of Marketing at Adnami. Before that she was Demand Generation Manager at Vainu.
On this episode we talk about:
- Learnings in taking the route from sales into marketing
- The difference between doing marketing in a start-up vs scale-up environment
- How to piggyback on other companies with co-creation
- Should we use agencies or hire FTEs in-house?
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross & HockeyStack.29 min - 2 - Building brand through data-driven experiments (with Edward Ford, Demand Gen Director at Supermetrics)
Edward Ford is the Demand Gen Director at Supermetrics and also creator of The Growth Hub Podcast with around 80 episodes under his belt.
On this episode we talk about:
- Building a demand gen team in a product-led environment
- Measuring and creating brand through data-driven experiments
- Differences between SaaS companies in the US vs EU?
- Do Performance Marketing need to sit in a Demand Gen function?
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross & HockeyStack.41 min - 1 - How to build a revenue-first marketing strategy (with Fredrik Selander, CMO at SuperOffice)
Fredrik Selander is the CMO at SuperOffice. Before that he was Director of Marketing Nordics & Global Partner Marketing Director at Quinyx.
On this episode we talk about:
- The challenges during your first 100 days as CMO
- How revenue-obsession is key for sales and marketing alignment
- Why SuperOffice are so successful at content marketing and SEO
- How to win against global competitors with a localized approach
Are you ready to join the movement? Join our free slack community where some of the best demand marketers in the world share knowledge on demandgenerationmovement.com.
This episode is brought to you by our great sponsors Albacross & HockeyStack.33 min - 1 min
About Driving Demand
From the publisher's feed
Actionable B2B marketing advice you can implement tomorrow. Driving Demand is for European B2B marketers who want to grow by learning from leading marketers.
Hosted by Akseli Matila