Jonas Terning is the founder of a B2B marketing agency called Scaale.io. Jonas has an unusual backround as he first worked in the media industry and then joined Planhat to help build their brand. In this episode we talk about: - how big vs. small companies approach their marketing and brand - how AI changes B2B marketing and where - what should b2b…

Ling Koay started as the first marketer at Oneflow and has been with the company for 7 years, during which Oneflow went public while Ling built the marketing function. Ling has a strong passion for brand and that's what this episode is all about! On this episode we talk about: - When should B2B companies invest in brand? - Is there a scenario where…

Yulia Olennikova started out as the first marketing hire at N.Rich and before that she did 7 years at SEMrush. She's deeply passionate about ABM and is currently documenting their journey of building the go-to-market motion for an ABM platform. On this episode we talk about: - How do you start building out an ABM program? - How do you define your I…

In this episode we give you a deep-dive on how to transition from Lead Generation to Demand Generation. I will give you the ins and outs on how we did this journey at GetAccept and the results we've seen from it. You will learn about: Understand where your audience consume content Split your funnel into high-intent and low-intent Understand the dar…

Tara Robertson is the Head of Demand Generation at Chili Piper, one of the most badass SaaS companies around. In this episode, she talks about how to use podcasts as your main content piece and how to tie it back to revenue. On this episode we talk about: - What to think about when creating your own podcast as a company - How to tie your podcasting…

Pasha Irshad is one of these marketers on LinkedIn that have a really clear niche and expertise, HubSpot and how marketers can excel at using it. Around 1,5 years ago he decided to create a B2B agency with this unique perspective and have since experienced massive growth. On this episode we talk about: - Most common faults marketers do when using H…

James Sutton has been working at two of the fastest growing SaaS companies in the UK for the last 4 years, Cognism & Jiminny. In this episode he shares openly why playbooks need to be different dependent on the company you work for and how to make it work regardless. On this episode we talk about: - How to grow revenue through subject matter expert…

What should you prioritize first when you get back after your vacation? In this episode, we talk about how and why you should evaluate H1 in order to crush your marketing targets in H2. 🌍 Join our community of 600+ European B2B Marketers on drivingdemand.io. This episode is brought to you by our great partners GetAccept, Sway & N.Rich.…

Andrew Davies is the CMO at one of the coolest SaaS companies out there, Paddle. During 2022 they took in their Series D investment of $200m and are now over 300 employees. In this episode, Andrew shares openly how they think about growing during a recession and why marketers should get back to the fundamentals. On this episode we talk about: - Wha…

Justin Rowe is one of the brightest stars when it comes to LinkedIn Ads for B2B. One thing that's so great about Justin is the fact that he openly shares the playbooks and frameworks he is running for his clients and in this episode he deep-dives into how you could use them for yourselves. On this episode we talk about: - Most common LinkedIn Ads m…

Q1 is done and dusted: How did we achieve our highest paid pipeline ever? Adam Holmgren (Global Demand Gen Leader at GetAccept) and Canberk Beker (Head of Paid Acq at Cognism) give you their secrets on how they crushed their paid pipeline during the first quarter of 2023. Find out: How to succeed with LinkedIn Ads in a Demand Gen setting Why Lead G…

We've never seen so much chatter about ABM as in the last few months. Marketing teams have been forced to niche down their marketing efforts and focus on high-value accounts. But executing on ABM can mean so many things. In this episode we run through a pilot program anyone could start doing if you are looking to do more ABM. On this episode we tal…

During the last few years Cognism have been a real success story in their shift from Lead Gen to Demand Gen. A little over 6 months ago, Canberk Beker joined the company as their Global Head of Paid Acquisition and managed to double the ROI from their paid pipeline during these months. In this episode he shares how he did it: - How they generated a…

Laura Erdem is a Senior Account Executive at Dreamdata. During this episode she gives us an in-depth look into how Dreamdata (and herself) became extremely successful with Social Selling. On this episode we talk about: - Their playbook for social selling on LinkedIn - Main success metrics? - How to get everyone to buy into it? - 3 most important th…

Viktor Carlsson is the co-founder at Albacross. During this episode he shares how they have grown Albacross during the last 8 years and why intent data is really what has set them up for success. On this episode we talk about: - What does cost-efficient growth mean for us as marketers? - What is intent data? - Is there different types of intent dat…

Roman Krs is the performance marketer at Easygenerator. He is also a freelancer within the paid ads domain and focuses especially on Google Ads and LinkedIn Ads within B2B SaaS. On this episode we talk about: - How to set your Google Ads account up for success? - How to find and decide what keywords to focus on? - How to think around bidding? - Doe…

Emir Atlı is the Co-Founder and CRO at HockeyStack. He is also the podcast host of his own show "SaaS Marketing & Growth Chats" where he has interviewed some of the best marketing people in the business. On this episode we talk about: - Why attribution matters for marketers and how you can use it to win - How HockeyStack position themselves in the …

Gabriel Ehrlich is the CEO at Remotion, a LinkedIn Ads agency for B2B. They have helped some really cool companies scale their LinkedIn efforts... Does Gong and Monday.com ring any bells? In this episode we talked about: The most common errors they encounter and how to fix them How to actually drive demo requests from LinkedIn Ads How to create a s…

Many companies are experiencing uncertain times, especially in B2B. The marketing department is usually one of the first to get hit in some way. BUT, there are ways you can actually use uncertain times to come out even stronger. In this episode of we cover everything you need to think about in your marketing work to come out on top: 👉 Why you need …

The SaaS Nordic Community is a really beautiful story. Starting with getting to know each other at a previous workplace, creating a joint podcast, developing it into a community from scratch and finally quitting their day jobs to monetize it all. In this episode we talked about: Learnings from 50 podcast interviews with SaaS leaders Creating a comm…

Jonna Ekman is the Marketing Director at Storykit. Not only has she been a big Demand Gen fan for many years but with a background as a journalist she is deeply passionate about telling great stories. And stories is the backbone of any successful marketing program. In this episode we talked about: Storytelling? What is is and how to nail it? What k…

LinkedIn Ads is one of the most important channels within a demand generation strategy. It’s the place where we can almost guarantee that our ICP are present, no matter who we are targeting in B2B. In this episode we cover everything you’ll need to get success in your paid LinkedIn efforts: How to think about cold/retargeting layers How to nail you…

Ognjen Bošković is the Growth Lead at CXL. He is super passionate about Growth Marketing, Growth Loops, Product-Led Growth and everything else related to how your product/service can grow with the help of your customers. In this episode we talked about: What is the difference between Demand Generation and Growth Marketing? Can all SaaS companies wo…

Nick Bennet is the Director of Evangelism & Customer Marketing at Alyce and also the host of the Rep Your Brand podcast. If you don't know Nick, you probably haven't been on LinkedIn for a long time. He is a superstar when it comes to Social Content, Dark Social, Field Marketing, Customer Marketing and all those goodies. In this episode we talked a…

Myles Madden is the Sr. Demand Generation Manager at Observe.AI and previously Performance Marketing Manager at Refine Labs. In this episode we focus on everything you need to know to become successful with paid social and paid search in a demand generation environment. The B2B buyer journey is changing and performance marketing need to change with…

Sam Dunning is the Sales Director and Co-Owner at Web Choice and also host of the Business Growth Show. Sam is currently all over the LinkedIn feed talking about how to build out your SEO efforts and how it fits with your overall demand generation strategy. In this episode we talked about: What is the difference between on- and off-page SEO? How to…

The average tenure for a B2B SaaS CMO is below 2 years. Johanna Fagerstedt has been the CMO at Quinyx for the last 9 years and in this episode she shares some of her biggest learnings. In this episode we talked about: Making the transition from a Lead Machine to a Revenue Team. How do you successfully sell to the enterprise segment? What is most im…

Frida joined GetAccept in late 2019 when they had just closed on their Series A investment. At the time they where 3 marketers focusing mainly on organic/events. She was tasked with building a world class marketing team and to create an inbound machinery to rapidly scale GetAccept's growth. In this episode we talked about: Strategy to scale a marke…

Paula Molinar is the Senior Manager, Demand Generation at Paddle. Paula started at the company in 2019 when they where just 90 people. A few weeks ago they took in their series D investment of $200M and in this episode Paula share their biggest learnings and also marketing successes. In this episode we talked about: Moving from capturing to creatin…

For the first time ever i had two guests joining me, both working at Optimere - a Copenhagen based SaaS company. Jillian Als is the VP of Marketing and Jasmine de Guzman is the Manager, Revenue Marketing. In this episode we talk about: What is Revenue Marketing at Optimere? Focusing on capturing vs creating demand when there already is a lot of exi…

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 de…

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 …

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 produc…

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 read…

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 th…

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 …

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 ag…

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 P…

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 …

Hey and welcome to the Driving Demand podcast.Von Adam Holmgren