S3E8 - AI search gold rush

You can call it AI search optimization. Or, you can call it GEO, AEO, LLMO. The jury’s still out. Whatever. We’re basically talking about trying to get visibility in tools like ChatGPT, Claude, and Perplexity, around topics that matter to you. Essentially it’s a very similar strategy as trying to rank in Google’s search results. But different. Or not so much?

In this week’s episode, Max and Jonas discuss how the way people search is changing significantly. How quality content is still what matters most. But also how off-page SEO is equally important, and which hacks, scams and fraudulent tools you need to avoid.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E7 - Consistent CEO content

Social media is the most powerful brand-building tool ever created. Hands down. And companies that invest in founder brands consistently are the most effective marketing organizations. Yet many founders and CEOs treat their LinkedIn presence as a burden instead of a goldmine.

In this week’s episode, Max and Jonas discuss why you should invest in CEO content consistently, how to get started and how you can get the help you need to make this content marketing playbook work. Because building relationships means you have to show up again and again and again.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E6 - Brand over acquisition

Investing in brand and demand generation might seem scary. It’s a long-term marketing game that requires runway and strong conviction. The early stages can feel like you’re pouring effort and budget into a black box. But if you invest in brand and demand generation consistently, you maximize your chances at becoming market leader.

In this episode of House of Demand, Max and Jonas discuss why it‘s crucial to consider investing in brand marketing early on, why you should first analyze your industry maturity and nail your positioning strategy, and whether it matters if you’re investor-backed or bootstrapped (spoiler: it does).  

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🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E5 - Magic of the moment

‘The moment’ is the thing that is happening, right now. The thing that is relevant and urgent. There’s something magical about tapping into that moment in your B2B marketing campaigns. It's something you see happen at scale in consumer marketing. Call it trends. Call it the hype cycle. But we see these same trends happen in B2B marketing, too. Yet, more often than not, B2B marketers struggle to tap into ‘the moment’.

In this episode of House of Demand, Max and Jonas discuss what‘s holding B2B marketers when it comes to tapping into the magic of the moment: the sign-off culture, the incessant internal meetings, the extremely strict brand guidelines. But also what you should do instead. 

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E4 - Employee-led growth

There‘s a bunch of these terms in marketing, each with their own flavor and philosophy: product-led, sales-led, founder-led, etc. The latest buzzword: employee-led growth. What that means is pretty self-explanatory: businesses leaning into employees and those employees’ personal brands for growth.  

In this episode of House of Demand, Max and Jonas discuss what they consider ”employee-led growth”, what the benefits and downsides of this strategy are, and what you need to do to make it work. 

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E3 - The AI era marketing mix

The mix of marketing channels you should invest in isn’t static. This mix is always changing. And right now, it's changing significantly, and fast, under the influence of AI tools being used for search and discovery. Some marketing channels are becoming more important than ever. Others are becoming less relevant, instead.   

In this episode of House of Demand, Max and Jonas discuss the AI era marketing mix in great detail. How much should you invest in traditional SEO, for instance? And how do channels like LinkedIn, Reddit, X and even Wikipedia come into play? They'll tell you all about it.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E2 - Focus on trust over traffic

Obsessing over traffic just incentivizes marketers to prioritize shady traffic generation tactics. Meanwhile, 44% of B2B buyers are highly relationship-oriented and ask peers for recommendations. And while executives think prospects trust their companies, only a small percentage actually do.

In this episode of House of Demand, Max and Jonas discuss why you should focus on building trust, how you do it, and what programs you should focus on. But also how you burn trust, and what you definitely shouldn’t be doing. Time to start obsessing over trust instead of traffic.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S3E1 - Attention vs. attribution

In B2B SaaS marketing, attention could be interpreted as: getting in front of the right people with interesting stuff. Attribution could be interpreted as the process of identifying which marketing touch points or channels contributed to a desired business outcome.

In this episode of House of Demand, Max and Jonas discuss how you should approach capturing your audience‘s attention, why you need a strong offer, and what the future of B2B SaaS marketing attribution looks like.  

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S2E23 - De ROI van social content

ROI: je steekt ergens tijd en/of geld in, en daar wil je iets voor terug, het liefste omzet. Keiharde euros. Maar hoe zit het met de ROI van social content? Denk aan posts op je LinkedIn profiel of bedrijfspagina. Maar ook op YouTube Shorts, of TikTok. 

In deze aflevering van House of Demand behandelen Max en Jonas hoe je de ROI vraag met betrekking tot social content kan benaderen. Maar ook hoe jij intern het gesprek met management kunt voeren.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

S2E22 - Moderne marketing metrics

We spenderen tijd en geld aan marketing en het idee is dat we het bedrijf vooruit bewegen. Om grip te krijgen op dit proces wil je het liefste aan de hand van een aantal datapunten kunnen vaststellen of je op de juiste weg zit, of moet bijsturen. Maar laat marketing zich überhaupt wel meten?

In deze aflevering van House of Demand behandelen Max en Jonas welke metrics verouderd zijn, welke je moet laten varen, en waar je je in plaats daarvan op zou moeten focussen in de volgende marketing meeting.

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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel