Welcome to the first episode of the Paid Media Lab podcast, where we're kicking things off by speaking to the 'Demand Gen whisperer' himself, Thomas Eccel.
Thomas is one of the most respected and recognised voices on LinkedIn, often breaking major Google updates and discussing optimal strategy with his thousands of followers, and 20,000+ strong audience of PPC newsletter subscribers.
We spoke to Thomas about all things Demand Gen in 2025, including his step-by-step strategy for seeding high-performing Demand Gen Lookalike Audiences using Meta lead gen campaigns.
00:00 - Intro
03:10 - How Thomas became the ‘Demand Gen whisperer’
05:39 - What DemandGen campaigns are, and what goals they achieve
08:38 - Lookalike audiences and their significance for Demand Gen
11:50 - Rundown of all audience targeting options for Demand Gen
13:25 - Thomas’ step-by-step strategy for seeding a Demand Gen lookalike audience via a Meta lead gen list
16:55 - The difference between narrow, balanced, and broad audience options
17:49 - The feedback received from people who have tried Thomas’ lookalike audience strategy
19:04 - Specific instances where Thomas would recommend a lookalike-only approach
20:55 - Potential downsides of a lookalike audience strategy
22:40 - Additional resources Thomas recommends for those interested in learning more about Demand Gen campaignsPrefer watching over listening? Subscribe to Lunio's YouTube channel to get full-length video episodes: @lunio_ai
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