House of Demand

S3E18 - Timing your positioning Positioning means strategically choosing a position you want your company to hold in your target audience’s minds. This decides how your product will be perceived in relation to your wider industry. It’s a dynamic process that changes over time and should be revisited constantly. But when, and how? That timing matters. In this week's episode, Max and Jonas discuss t...

S3E17 - Ads meet buying journey What do we mean with ads? Well, basically all forms of digital advertising, a.k.a. paid media. Which means running paid campaigns across platforms like LinkedIn, YouTube, Google, Reddit, and Meta, all with the goal of getting your brand and message in front of the right buyers, at the right time. And that last bit is crucial, because buying journeys, in B2B SaaS, ar...

S3E16 - When AI is not the right way People are using AI for everything. For research, to draft articles, to brainstorm ideas, to analyse data. And many more things. It is starting to feel as if you can do everything with AI. But should you? That’s the question we keep asking ourselves as marketers. Because what makes us relevant as humans? And should we outsource to AI? In this week’s episode, Ma...

S3E15 - Pattern disrupt marketing People are confronted with thousands of marketing assets every day. In the street, on the internet, on social media, on tv. Marketing formats tend to turn into best practices and patterns, which become familiar to audience, and in turn ignorable. By disrupting patterns with unexpected formats, you can win back attention.  In this week’s episode, Max and Jonas dive...

S3E14 - The red tape trap Red tape: excessive bureaucratic processes. As organizations grow, the amount of red tape increases significantly and quickly turns into a massive handicap. Especially for marketers. Marketers need freedom in order to move fast and respond to changes in the market. Your mission as a marketer? Avoid the red tape trap at all costs. But how? In this week’s episode, Max and J...

S3E13 - Achieving thought leadership What is thought leadership? And when can you truly call yourself a thought leader? It’s a question many executives are asking today. And it’s no surprise. The world is constantly evolving, and people are always looking for leaders who can guide them. Leaders who share genuine insights about where their market is headed. For businesses, building a following isn’...

S3E12 - Things that actually work Things are wild out there. The AI revolution has gotten everyone riled up and doubting themselves. Basically, the changing way in which people buy things and navigate the internet, AI and communities plays a big role in this panic. 20 years ago people wanted physical brochures, now they want to binge watch your YouTube academy videos. But don't worry! There are a...

S3E11 - Buying journey buy-in The buying journey isn’t linear. Try asking the people (non-marketers) you work with to think back to the last time they purchased B2B SaaS software. Ask follow-up questions about that buying journey. You’ll be surprised at how effective this is to make them realize how faulty their preconceptions about linear marketing funnels and buying journeys are.     In this wee...

S3E10 - The alignment myth Sales & marketing alignment. Is it a myth? A lot of companies still try to align marketing & sales by making them become friends. Share desks in the office. Calling them a revenue team. Making them go for beers together. But this is not how you create actual alignment between your sales & marketing departments. Making these teams share the same goals (and dri...

S3E9 - Distribution comes first Distribution, in essence, is the practice of reaching your target audience. In B2B SaaS marketing, you’d want to do that as directly as possible to prevent waste. You need to figure out where your buyers spend time and how you can meet them there. Distribution can range from paid media efforts to organic social and even search. Distribution, as a concept, is quite b...

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 wee...

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 consistent...

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, M...

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, B...

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 cons...

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 a...

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...

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 audi...

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 con...

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 metr...

S2E21 - Processen, planning en productie balanceren Uiteraard heb je in B2B SaaS marketing goede processen nodig. Het helpt je te definiëren hoe je werkt en daar moet een bepaalde efficiëntie uit ontstaan. Planning is simpelweg wanneer je iets doet. En productie is het aspect waarbij je dingen gaat maken, zoals content, social posts, het opnemen van een podcast. Noem maar op. Maar hoeveel tijd ste...

S2E20 - Versterk je GTM met media-content Tuurlijk moet je aan de slag met wat meer traditionele B2B SaaS marketing tactieken. Je website moet goed staan, je demand capture machine moet goed geolied zijn. Maar het is 2024, en als je je go-to-market strategie wilt versterken, moet je ook inzetten op media-content. In deze aflevering van House of Demand leggen Max en Jonas aan de hand van een aantal...

S2E19 - ABX bovenop jouw ABM Account-based marketing (ABM) is één ding. Maar je kan nog een stapje verder gaan in jouw gerichte marketing aanpak met account-based experiences (ABX). Goed om te weten: beide concepten zijn meer een prioritering- dan een GTM-strategie. In deze aflevering van House of Demand leggen Max en Jonas uit hoe zij ABM en ABX voor zich zien, hoe je het uitgevoerd krijgt (spoil...

S2E18 - Uitblinken met eigenaardige content Als je hetzelfde doet als al jouw concurrenten, sta je eigenlijk meteen al 1 - 0 achter. Wil je écht uitblinken? Dan moet je risico’s nemen en overwegen in te zetten op wat meer eigenaardige, unieke content. In deze aflevering van House of Demand leggen Max en Jonas uit wat zij precies bedoelen met ‘eigenaardige’ content, hoe je er je voordeel mee kunt d...

S02E17 - Koopangst voorkomen in B2B B2B aankopen vinden niet plaats zoals B2C aankopen. De B2B aankoopreis is complex, met veel verschillende invloeden vanuit eindgebruikers en een eindelijk besluit van ‘key decision makers’. Wat blijkt: die eindbevoegden zijn nog wel eens angstig om de verkeerde beslissing te nemen. Van grote aankopen kan nogal wat afhangen. Zeker als het mis gaat. In deze afleve...