Matt Egan

In Demand

Business EN ↓ 4 episodes

In Demand by Demand AI brings you straight-talking conversations with B2B marketing leaders and AI insiders. No hype, no jargon - just real insight into what’s working, what isn’t, and what needs to change. From data and demand generation to buyer behaviour and AI’s real impact, we explore how modern marketing is evolving - and what it takes to stay ahead.

Author

Matt Egan

Episodes

Demand Generation in the Channel 27.05.2026 21:18

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...

AI in B2B Marketing 13.05.2026 17:02

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...

The Future of Lead Generation - What’s Changing, What’s Broken, What Comes Next 23.04.2026 21:58

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 - From Signals to Strategy 01.04.2026 25:29

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...