Demand by Omni Lab

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Demand by Omni Lab

Omni Lab

54 episodes

1 month ago

In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that's revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding. Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly...

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Entrepreneurship

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In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that's revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding. Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly...

Show more...

Entrepreneurship

Episodes (20/54)

Demand by Omni Lab

EP 54 - How Spellbook Pivoted and 20x'd since Q1 2023 with Kurt Dunphy @ Spellbook

In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that's revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding. Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly...

1 month ago

43 minutes

Demand by Omni Lab

EP 53 - How B2B Brand Can Grow on LinkedIn with Alex Boyd @ Aware

In this episode of Demand, host Jonathan Bland sits down with Alex Boyd, founder of Aware, to tackle the evolving landscape of LinkedIn growth for B2B brands. As organic reach continues to decline and AI-generated content floods feeds, Alex shares battle-tested strategies for maintaining authenticity and driving meaningful engagement. Whether you're a Marketing Manager trying to scale your company's presence or a CMO looking to maximize your team's social selling efforts, this episode deliver...

4 months ago

50 minutes

Demand by Omni Lab

EP 52 - How to Launch a Brand Marketing Campaign with Alex Mospanyuk @ Luminous

Join Jonathan Bland on this episode of Demand as he sits down with Alex Mospanyuk from Luminous to unpack their $250k brand marketing campaign. As the inventory management space becomes increasingly crowded, discover how Luminous broke through the noise with a strategic approach to brand storytelling. In this value-packed conversation, Alex reveals the behind-the-scenes journey of conceptualizing and executing a high-impact brand campaign. From establishing clear messaging objectives to navig...

4 months ago

36 minutes

Demand by Omni Lab

EP 51 - Don’t Over-Index on Performance Marketing with Haley Pierce @ The B2B Institute

In this episode of Demand, host Jonathan Bland sits down with Haley Pierce from The B2B Institute to tackle one of the biggest challenges facing small B2B SaaS brands today: striking the perfect balance between brand building and performance marketing. Jonathan discusses how emerging SaaS companies can compete effectively against larger players. He challenges conventional wisdom about B2B marketing, exploring why the 95-5 rule matters for companies of all sizes and how small brands can levera...

6 months ago

54 minutes

Demand by Omni Lab

EP 50: How to Run a Proper ABM Strategy with Mason Cosby @ Scrappy ABM

Join Jonathan Bland on this episode of Demand as he sits down with Mason Cosby, the mastermind behind Scrappy ABM, to demystify account-based marketing strategies that actually work without breaking the bank. If you're tired of the same old ABM playbook that requires enterprise-level budgets and complex tech stacks, this episode is your wake-up call. Mason, who has helped companies generate over $12M with a 15X ROI using lean ABM programs, breaks down how to build effective targeting strategi...

7 months ago

52 minutes

Demand by Omni Lab

EP 49: How to Run an Incrementality Test with Pranav Piyush @ Paramark

Every marketer wants to have more confidence that the experiments they run have a causal impact on the business. In this episode of Demand, Jonathan Bland, Co-Founder of Omni Lab, sits down with Pranav Piyush, founder of Paramark, to cut through the noise around incrementality testing and get real about measuring marketing impact. For B2B marketers tired of questionable attribution models and vanity metrics, this episode delivers actionable insights on: - Why traditional attribution methods m...

8 months ago

51 minutes

Demand by Omni Lab

EP 48: The 95:5 Rule: In-Market vs. Out-of-Market Buyers with John Dawes @ Ehrenberg-Bass Institute

We have always known that everyone is not in-market for what we are selling, but we haven’t had a create heuristic to estimate how many are in-market and out-of-market. In this episode of Demand, Jonathan Bland sits down with John Dawes from the Ehrenberg-Bass Institute to unpack the 95:5 rule that has been trending on LinkedIn over the last year. In this episode, we’ll dive into: - How John Dawes came up with the 95:5 rule - How to calculate it to estimate the number of in-market...

8 months ago

49 minutes

Demand by Omni Lab

EP 47: Capturing Attention vs. Converting Attention with Eric Dates @ VComply

In this episode of Demand, host Jonathan Bland sits down with Eric Dates from VComply to unpack the critical difference between capturing attention and converting it in B2B marketing. As the marketing landscape becomes increasingly noisy, Eric shares invaluable insights on why many marketers struggle with the distinction between getting eyeballs and turning those views into meaningful engagement. Eric breaks down his strategic approach to attention economics, exploring how B2B companies can m...

9 months ago

37 minutes

Demand by Omni Lab

Ep 45: How "Short-termism" is Hurting Your Brand with Deirdre Mahon @ super{set}

In this episode of Demand, Jonathan Bland sits down with Deirdre Mahon from super{set} to tackle the pressing issue of short-termism in B2B marketing. As marketing teams face increasing pressure to demonstrate immediate ROI, the balance between long-term brand building and short-term performance metrics has become increasingly skewed. Drawing from her experience at super{set}, a data+AI startup studio that has successfully launched and scaled numerous tech companies. Deirdre shares candid ins...

10 months ago

45 minutes

Demand by Omni Lab

Ep 46: Measuring Brand Marketing with Elizabeth Hague @ Stealth Startup

Stop chasing vanity metrics and start understanding how brand marketing truly impacts your bottom line. In this episode of The Demand Show, host Jonathan Bland sits down with Elizabeth Hague from Very, a leading end-to-end IoT development company, to unpack the complex world of measuring brand marketing impact. Elizabeth shares her expertise in distinguishing between brand marketing, demand generation, and performance marketing - helping you understand where each fits in your growth strategy....

10 months ago

52 minutes

Demand by Omni Lab

Ep: 44: Navigating the Messy Middle of the Buyer Journey with Justyna Ciecierska @ The Marketing Waiting Room

When it comes to marketing, there’s a chaotic, uncomfortable space between brand discovery and purchase—the messy middle we call “The Marketing Waiting Room.” In this episode, Jonathan, the Co-Founder of Omni Lab sits down with Justyna Ciecierska at Marketing Waiting Room to discuss how B2B SaaS brands could develop paid media strategies that keep brands top of mind without the hard sell. We’ll discuss: The balance between brand building and activationHow to design strategies f...

10 months ago

44 minutes

Demand by Omni Lab

Ep 43: Not All Channels Are Dead with Sam Kuehnle @ Loxo

Why do marketers call channels “dead”? Is it the channel or the way we are executing in the channel? In this podcast, Jonathan Bland, Co-Founder of Omni Lab sits down with Sam Kuehnle, the VP of Marketing at Loxo, to dig deep into the myths and truths behind channel performance. They'll discuss: - Why Loxo choose to pause their Google Ads campaigns- Why it's usually the playbook and not the channel's fault- And some plays that they are finding effective

11 months ago

51 minutes

Demand by Omni Lab

Ep 42: How to Create Product Marketing Messaging That Resonates with Justine Wares @ UserGems

Most spend all their money on gated content, but it’s solid product marketing messaging that helps people understand how the product works and how it solves a buyer's problems. Join Jonathan Bland, the Co-Founder of Omni Lab, and Justine Wares, the Senior Product Marketing Manager at UserGems as they dive into everything from the role product marketing has, to common misconceptions people have about it, to how you can organize product marketing messaging and create successful campaigns on var...

1 year ago

45 minutes

Demand by Omni Lab

Ep 41: The PDF is Dead with Nick Mason @ Turtl

Are you still using PDFs to distribute content? If so, it’s time to change your ways. Join Jonathan Bland, the Co-Founder of Omni Lab, and Nick Mason, the CEO & Founder of Turtl, for a conversation centered around content. What does it take to create engaging content that resonates with your audience? What are the biggest issues with PDF-based content? How have content trends changed over the last 5 years? Discover what it takes to stay ahead of the curve and make sure you’re not missing ...

1 year ago

40 minutes

Demand by Omni Lab

Ep 40: Attribution 2.0 with Emir Atli @ HockeyStack

Many marketing teams still apply credit based on last touch attribution. So, what? Times are changing and it’s time to change our mentality when it comes to attribution too. Join Jonathan Bland, the Co-Founder of Omni Lab, and Emir Atli, the Co-Founder of HockeyStack, for a discussion about how attribution is changing. Learn why attribution is no longer solely about ROI and is more about the customer journey. Get their take on self-reporting attribution, dive into the different metrics you ca...

1 year ago

41 minutes

Demand by Omni Lab

Ep 39: Outbound Email is Not Dead with Evan Huck @ UserEvidence

Outbound email isn’t dead. Join Jonathan Bland, the Co-Founder of Omni Lab, and Evan Huck, the CEO & Co-Founder of UserEvidence, as they discuss what works and what doesn’t when it comes to outbound strategies – from personalization, to targeting, the right way to follow up, what tech you need, and more. Listen in to see how UserEvidence drove millions of dollars of net new pipeline with cold email.

1 year ago

41 minutes

Demand by Omni Lab

Ep 38: What You Should Do When Your Marketing Budget Gets Cut with Tania Saez an ABM Advisor

When your marketing budget gets cut, it can be important to bring it back to the basics. Does your team know what can get cut and what needs to stay? Join Jonathan Bland, the Co-Founder of Omni Lab, and Tania Seaz, a growth consultant & freelancer an ABM Advisor, as they discuss how to deploy a modern demand gen playbook in the midst of budget cuts. Discover why it’s so important to bring it back to the basics and why the customer and buyer journey should always be your north star.

2 years ago

46 minutes

Demand by Omni Lab

Ep 37: The Modern Content Marketing Strategy for B2B SaaS Brands with Obaid Durrani @ HockeyStack

What does creating “good” content mean? Should all content have the same goal? How do you measure the performance of content? Join Jonathan Bland, the Co-Founder of Omni Lab, and Obaid Durrani, the Head of Content at HockeyStack, for a conversation focused not only on how Obaid thinks about content at HockeyStack, but also walk through the Easy Mode Framework in detail.

2 years ago

58 minutes

Demand by Omni Lab

Ep 36: How to Align How Buyers Want to Buy with Vlad Blagojević @ FullFunnel.io

The buyer journey has changed drastically over the years. As startups boomed and information became more readily available, companies have had to adjust and realign their marketing and sales strategies. On today’s episode, Jonathan Bland, the Co-Founder of Omni Lab, and Vlad Blagojević, the Co-Founder of FullFunnel.io discuss the various routes different buyer journeys can take and how businesses can better align their strategies with how buyers want to buy.

2 years ago

1 hour 1 minute

Demand by Omni Lab

Ep 35: How to Allocate Your Marketing Budget Across Different Channels with Karen Sage @ Shipwell

Attributing success to specific marketing channels can present major challenges. On this episode, Jonathan Bland, the Co-Founder of Omni Lab, and Karen Sage, the CMO at Shipwell, explore common challenges marketing attribution can bring to light and address how you can tackle them head on. Learn how to allocate your marketing budget and align resources in a way that yields measurable results and drives sustainable growth for your business.

2 years ago

35 minutes