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, Max and Jonas discuss how all good marketing, even when you use AI, should start with good marketing fundamentals like your understanding of the market, and how good taste comes into play. They also list some clear examples of when you should be using AI and examples of when you definitely shouldn’t.
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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 into pattern disrupt marketing. How do you go about disrupting patterns in your marketing tactics? Where could you best apply it? They also discuss some specific examples of what pattern disruption looks like on specific channels like LinkedIn, YouTube or your website.
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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 Jonas dive into how having zero red tape is actually a massive growth driver. They discuss which red flags signal that your potential to move fast at risk. Additionally, they outline how you create a culture of marketing autonomy and give examples of the costs of red tape.
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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’t just about influence. It’s an opportunity to turn that audience into loyal customers.
In this week’s episode, Max and Jonas explore what it really takes to achieve thought leadership. They discuss why true thought leadership requires original thinking (not just AI-generated content), how your employees can play a role, which platforms deserve your attention, and how to build the habits that make thought leadership sustainable.
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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 lot of things in B2B marketing that work right now.
In this week’s episode, Max and Jonas get very tactical and give a bunch of examples of things that are actually effective in B2B SaaS marketing at the moment. Things like showing up to actual conferences and events, to give you but an example. They explain why these tactics work, and how they put them into practice over at Unmuted.
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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 week’s episode, Max and Jonas discuss the non-linear B2B SaaS buying journey, how buying is messy in practice, why you need to get buy-in on it from your non-marketer colleagues, and how this facilitates better marketing and sales alignment. They also talk about how this will lead to more relevant marketing tactics and get you better ideas from your team.
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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 drinks) often leads to failure.
In this week’s episode, Max and Jonas discuss what marketing & sales alignment is not about, how messaging consistency is crucial for proper alignment, and why focusing on signals is more important than generating leads. With the right feedback loops and continuous conversations and (some) shared metrics, you can turn the sales & marketing alignment myth into reality.
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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 broad.
In this week’s episode Max and Jonas discuss how, if you want to excel at distribution, you need to tackle a few things. You first need to understand how your audience makes purchases, and plan your distribution accordingly. Aside from that, you’ll want to consider repurposing existing content, keeping content fresh to perform well in AI search, and set up a multichannel distribution strategy.
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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 week’s episode, Max and Jonas discuss how the way people search is changing significantly. How quality content is still what matters most. But also how off-page SEO is equally important, and which hacks, scams and fraudulent tools you need to avoid.
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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 consistently, how to get started and how you can get the help you need to make this content marketing playbook work. Because building relationships means you have to show up again and again and again.
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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, Max and Jonas discuss why it‘s crucial to consider investing in brand marketing early on, why you should first analyze your industry maturity and nail your positioning strategy, and whether it matters if you’re investor-backed or bootstrapped (spoiler: it does).
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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, B2B marketers struggle to tap into ‘the moment’.
In this episode of House of Demand, Max and Jonas discuss what‘s holding B2B marketers when it comes to tapping into the magic of the moment: the sign-off culture, the incessant internal meetings, the extremely strict brand guidelines. But also what you should do instead.
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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 consider ”employee-led growth”, what the benefits and downsides of this strategy are, and what you need to do to make it work.
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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 and Jonas discuss the AI era marketing mix in great detail. How much should you invest in traditional SEO, for instance? And how do channels like LinkedIn, Reddit, X and even Wikipedia come into play? They'll tell you all about it.
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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 focus on building trust, how you do it, and what programs you should focus on. But also how you burn trust, and what you definitely shouldn’t be doing. Time to start obsessing over trust instead of traffic.
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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 audience‘s attention, why you need a strong offer, and what the future of B2B SaaS marketing attribution looks like.
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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 content kan benaderen. Maar ook hoe jij intern het gesprek met management kunt voeren.
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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 metrics verouderd zijn, welke je moet laten varen, en waar je je in plaats daarvan op zou moeten focussen in de volgende marketing meeting.
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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 steek je nou in het een en in het ander? In deze aflevering van House of Demand delen Max en Jonas hun ervaringen met het uitvoeren en plannen van producties, en hoe je de juiste balans vindt tussen deze drie aspecten van marketing.
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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 voorbeelden uit hoe media-content er in B2B uit kan zien. Ze bespreken hoe je de afweging tussen gelikt en scrappy content maakt, en hoe dit alles zal zorgen voor grote hoeveelheden aandacht voor jouw bedrijf en propositie.
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