In this episode, Gabriel and Liam Bartholomew, VP of Marketing at Cognism, explore the company's bold transition to an ungated demand generation model. Liam reveals the strategic thinking behind the shift, the challenges they faced in execution, and how the company is driving greater inbound traffic and engagement by integrating subject matter experts and influencers into their content strategy.

Tune in for expert insights on marketing innovation and leadership.

• The strategic shift to ungated demand generation at Cognism
• Overcoming internal buy-in and implementation challenges
• Integrating subject matter experts and influencers into content strategy
• Adapting marketing tactics for different segments and industries
• Balancing data-driven insights with intuitive marketing decisions

In this episode, Liam Bartholomew shares how Cognism shifted to an ungated demand generation model in 2022 and the strategic rationale behind the decision. He highlights the challenges encountered in getting internal buy-in and navigating the complexities of implementation. Liam discusses how content strategy, which includes subject matter experts and influencers, has transformed their inbound traffic and engagement. He also explores the evolution of advertising and demand generation tactics to better align with different market segments and the ongoing challenges in measuring content influence without direct attribution. Lastly, Liam talks about the importance of leveraging the right marketing tools and technologies to stay competitive and offers his recommendations on thought leaders to follow in the B2B space.

About The Guest:

Liam Bartholomew is the VP of Marketing at Cognism, and he has been instrumental in steering the company's marketing strategy toward a more customer-centric and demand-driven model. With extensive experience in B2B marketing, Liam is known for his innovative approach to content strategy, lead generation, and leadership development. His expertise lies in creating impactful marketing campaigns that resonate with audiences across different industries and sectors.

Time Stamps:

• 00:00 – Introduction to Liam Bartholomew
• 00:26 – Shifting to Ungated Demand Generation
• 02:19 – Challenges and Buy-In for New Strategies
• 05:10 – Initial Testing and Results
• 06:43 – Content Strategy and Execution
• 16:05 – Adapting to Market Changes
• 18:09 – Challenges in Enterprise Marketing
• 19:21 – Measuring Pipeline Creation Without Direct Attribution
• 23:09 – Thought Leader Ads: Effective or Not?
• 25:56 – Exploring Document Ads and Interactive Web Pages
• 27:44 – Transition from Campaign Manager to Leadership
• 30:35 – Current Tools and Technologies in Use
• 33:44 – Final Thoughts and Recommendations

Links for the Guest:

Connect with Liam Bartholomew on LinkedIn:

https://www.linkedin.com/in/liam-bartholomew-90004b83/

Visit Liam Bartholomew’s website:

https://www.cognism.com/

Call to Action:

Ready to rethink your B2B marketing strategies?

Tune in to the full episode for valuable insights on how to drive engagement and adapt to the ever-changing landscape of demand generation.

How can B2B companies track their marketing efforts and understand customer journeys?

In this episode, Gabriel sits down with Steffen Hedebrandt, CMO and co-founder of Dreamdata, to discuss the complexities of B2B marketing attribution and how businesses can navigate these challenges.

Discussion Points:

• Understanding B2B Attribution Challenges
• Defining Your Ideal Customer Profile
• The Decline of Google Search Ads
• Effective LinkedIn Ad Strategies
• Sales and Marketing Alignment
• Philosophy of Attribution

Summary of the Conversation:

In this conversation, Gabriel and Steffen explore the nuances of B2B marketing attribution. Steffen discusses Dreamdata's mission to address the main attribution challenges faced by B2B companies and why they are dead set on understanding their customer journeys and ideal customer profiles. He critiques traditional attribution models and advocates for a data-driven-first approach prioritizing revenue generation. The episode also highlights effective strategies for leveraging LinkedIn over Google for targeted ad campaigns, the importance of sales alignment, and tools that can enhance marketing efforts.

About The Guest:

Steffen Hedebrandt is the CMO and co-founder of Dreamdata, a company dedicated to resolving attribution challenges in the B2B landscape. With extensive experience in marketing, Steffen brings valuable insights into customer journey analysis and effective advertising strategies.

Key Takeaways:

1. Understand and define your ideal customer profile to enhance targeting efforts.
2. Shift focus from traditional attribution models to a data-driven approach prioritizing revenue.
3. Utilize LinkedIn for more effective ad campaigns, especially with intent-based signals.
4. Embrace sales and marketing alignment to improve overall strategy and execution.
5. Critique existing marketing strategies and tools regularly to ensure effectiveness.

Time Stamps:

• 00:00 Introduction to Steffen Hedebrandt and Dreamdata
• 00:39 Understanding B2B Attribution Challenges
• 02:13 Defining Your Ideal Customer Profile
• 06:22 Focusing on Core Competencies
• 09:34 The Decline of Google Search Ads
• 14:18 Effective LinkedIn Ad Strategies
• 18:12 Sales and Marketing Alignment
• 21:47 Philosophy of Attribution
• 31:55 Recommended Tools and Resources
• 35:11 Final Thoughts and Farewell

Links for the Guest:

Connect with Steffen Hedebrandt on LinkedIn:

Steffen Hedebrandt LinkedIn

Visit Dreamdata's website:

Dream Data

Ready to transform your understanding of B2B marketing attribution?

Tune in to the full episode for valuable insights that can reshape your marketing strategies.

Does your marketing stand out?

Does it "stop the scroll"?

In this episode, we sit down with Andy Mewborn, founder of Distribute and former early employee at Outreach, to discuss his successful cold email campaigns and the importance of a strong brand identity in today's market.

Discussion Points:

• Cold email in B2B marketing
• Challenges with traditional marketing methods
• Brand identity
• Experimenting with marketing strategies

Andy Mewborn shares his deep insights into the ever-changing world of B2B marketing.

He emphasizes the effectiveness of cold emails when treated like performance marketing, offering practical advice on inbox rotation and message testing.

Andy also discusses the importance of strong brand identity, particularly in a saturated market, and how Distribute's unique branding has set them apart.

Andy’s journey and problem-solving approach underscore the value of continuous experimentation in achieving marketing success.

About The Guest:

Andy Mewborn is the founder of Distribute, a cutting-edge company in the B2B marketing space, and was an early employee at Outreach.

With a wealth of experience in cold email strategies and brand building, Andy has a unique perspective on what it takes to succeed in the competitive world of B2B marketing.

Key Takeaways:

1. Treat cold email like performance marketing to maximize effectiveness.
2. Building a solid brand identity is essential in a crowded market.
3. Continuous experimentation is key to staying ahead in B2B marketing.
4. Unconventional strategies can offer unique brand-building opportunities.
5. Following industry experts like Adam Robinson can provide valuable insights.

Time Stamps:

• 00:28 The Power of Cold Email in B2B
• 01:26 Evolving Strategies for Cold Email
• 07:59 Importance of Brand in Business
• 12:44 Exciting Plans for Guerrilla Marketing
• 13:50 The Journey to Success: Personal Stories
• 15:16 Building Solutions for Real Problems
• 19:50 Adapting Strategies in a Changing Landscape
• 23:26 The Importance of Experimentation

Connect with Andy Mewborn on LinkedIn: https://www.linkedin.com/in/amewborn/

Visit Distribute’s website: https://www.distribute.so/

Ready to revolutionize your B2B marketing approach? Tune in to the full episode for valuable insights and practical tips from Andy Mewborn!