Demand Gen is NOT Dead: The Role of DG in B2B Marketing [Video]

In this episode, we’re joined by Adam Holmgren, co-founder of Fibber and head of demand generation at Rillion. Together, we tackle the common myths surrounding demand generation, especially the idea that demand gen is simply lead gen in disguise. Spoiler: it’s not!

We discuss how demand generation plays an essential role in bridging the gap between brand and sales, offering sustainable B2B marketing practices that drive real results. From the misconceptions about “creating demand” to the role of personal branding, we explore it all.

Tune in and learn:

+ The critical differences between demand gen and lead gen
+ How to build brand awareness that’s sustainable and effective
+ Why demand gen is the missing link between sales and marketing

This episode is a must-watch for any B2B marketer who wants to understand how to use demand generation to elevate their brand and drive revenue.

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00:00:00 Introduction: Debunking Demand Gen Myths
00:03:00 Demand Gen vs. Lead Gen: Clearing Up Confusion
00:06:30 Building Brand with Demand Gen
00:09:50 The 5 Stages of Awareness Explained
00:13:10 Personal Branding in B2B Marketing
00:17:00 The Role of Signals in Demand Gen
00:20:30 Demand Gen as the Glue Between Sales and Marketing
00:23:40 Beyond Attribution: Marketing Without Limits
00:27:20 Capturing Existing Demand vs. Creating New Demand
00:30:00 Addressing Criticism: Is Demand Gen Bad Marketing?
00:32:30 Visualizing Marketing Touchpoints for Better Results
00:34:00 Data-Informed Decisions in Modern Marketing
00:36:50 Performance Marketing vs. Demand Gen Approaches
00:39:10 Adopting a Consultative Go-To-Market Strategy
00:41:40 Final Thoughts and Takeaways

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S06 E161 – The B2B Playbook
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