This episode we’re tackling a part of B2B marketing that doesn’t always get the attention it deserves, but probably should: demand generation in the channel. Because if 70% or more of enterprise tech revenue is increasingly influenced or transacted through partners, then a big question follows: Is traditional demand generation built for that reality? How should partner marketers be thinking about generating demand in a world of ecosystems, marketplaces, hyperscalers and increasingly complex buying groups? We discuss all these and more in this episode of the In Demand podcast.

How is AI really impacting B2B marketing right now? How should it be used in the future? Tommy and Matt get to the truth behind the hype, sharing insights learnt in conversation with marketing leaders the world over. We find out how marketers are using in their outreach to customers - if they are doing so at all. Where AI isn't being used, what are the barriers? What do we see in the future for AI and marketing? What can go wrong? All this and more in this insightful, fun episode.

Lead generation has been at the heart of B2B marketing for decades - but right now, it’s under more scrutiny than ever.

In this episode of In Demand, Matt Egan (Chief Content Officer) and Tommy Heffernan (Chief Revenue Officer) take a direct and honest look at how lead generation is evolving - and why so many organisations are questioning whether the traditional model still works.

Because despite more tools, more channels, and more data than ever before, many teams are still facing the same challenge:

Generating leads that actually turn into pipeline.

Matt and Tommy explore what’s fundamentally changing in lead generation today - from shifting buyer behaviour to the growing influence of AI on how prospects discover, research, and evaluate vendors. They unpack why the old model of volume-first lead generation is increasingly being challenged, and whether the industry is truly moving toward a focus on quality - or simply talking about it.

A key theme throughout the conversation is the gap between data and decision-making.

Marketers now have access to vast amounts of information, yet many still struggle to answer a basic question: who should we be targeting right now? The episode dives into why prioritisation remains so difficult, and whether current approaches to lead scoring and intent are helping - or just adding complexity.

The role of content also comes under the spotlight.

Is content still primarily a tool for capturing leads? Or is it becoming something more - a way to engage buyers, answer their questions, and create meaningful interactions that drive demand over time?

Matt and Tommy also take a critical look at how AI is being applied in lead generation strategies today. While there’s no doubt AI is reshaping the landscape, they question whether it’s being used to genuinely improve outcomes - or simply to scale existing tactics faster.

Throughout the episode, the focus remains practical and grounded:

• Are we really moving from lead volume to lead quality?
• Why is targeting still such a persistent challenge?
• How should marketers think about content in a modern demand strategy?
• Where are organisations getting AI wrong in lead generation?
• And what would a lead generation strategy built for 2026 actually look like?

Looking ahead, the conversation points toward a clear shift: away from volume-driven activity, and toward more focused, insight-led approaches that prioritise relevance, timing, and engagement.

Because in today’s B2B environment, success isn’t about generating more leads.

It’s about generating the right ones - and knowing what to do next.

Buyer intent data has become one of the most talked-about - and misunderstood - concepts in modern B2B marketing. But are we really any closer to understanding who is ready to buy, or are we just surrounding ourselves with more noise?

In this episode of In Demand, Matt Egan (Chief Content Officer) and Tommy Heffernan (Chief Revenue Officer) unpack the evolution of buyer intent data - where it started, where it stands today, and where it’s heading next.

They explore how early intent models were built on broad, often unreliable signals - page views, content downloads, third-party tracking - and why those approaches created more volume than value. As the B2B landscape has evolved, so too has buyer behaviour. Today’s buyers are more self-directed, more informed, and increasingly supported by AI tools that help them research, compare, and shortlist vendors long before engaging with sales.

So what does “intent” actually mean in that context?

Matt and Tommy dive into the difference between inferred intent and observed intent - and why that distinction matters more than ever. They discuss how many organisations are still drowning in data but lacking direction, relying on fragmented signals that fail to capture real buyer readiness.

The conversation also tackles the current state of the market: the explosion of intent data providers, the growing reliance on AI, and the persistent challenge of separating meaningful insight from background noise. They ask the hard questions - is more data really helping? Are scoring models keeping up with how buyers actually behave? And why are sales teams still struggling to prioritise effectively despite having more information than ever before?

Looking ahead, the episode explores what the future of buyer intent data should look like. A shift away from passive tracking and toward active engagement. A move from guesswork to clarity. And a renewed focus on understanding not just who is in market, but why.

At its core, this episode is about rethinking the role of data in demand generation - and why the real opportunity isn’t collecting more signals, but creating better conversations.

If you’re a B2B marketer or revenue leader trying to make sense of intent data - and turn it into something actionable - this is a conversation you won’t want to miss.