In Demand

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...

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 fo...

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...

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 st...