Your demand gen engine isn’t broken.

It’s stalling.

In this episode of Demand Gen Confidential, I sit down with Tim Fitzpatrick, fractional CMO and marketing strategist, to diagnose why so many demand gen programs feel busy, but fail to create revenue impact.

Marketing teams don’t have a tactics problem.

They have a strategy gap.

We break down the most common reasons demand gen engines stall, and how leaders can spot the warning signs early, before wasted spend, misaligned teams, and pipeline frustration set in.

In this episode, you’ll learn:

• Why activity is often mistaken for progress in demand gen
• The three strategic inputs every demand gen engine needs to run
• How unclear ICPs quietly sabotage campaigns
• Why most messaging talks about the company instead of customer pain
• How strategy should connect to execution (and who needs to own it)
• What demand gen leaders must evolve as channels, teams, and expectations change

If you’re launching campaigns, tracking metrics, and pushing volume, but still asking “Why isn’t this working?”, this episode will help you pinpoint exactly where your engine is stalling.

Strategy before tactics. Always.

Episode Chapters:

• 00:00 | Introduction to Demand Gen Confidential
• 00:16 | Meet Tim Fitzpatrick: Marketing Strategist
• 01:59 | The Importance of Marketing Strategy
• 04:10 | Defining Your Ideal Client
• 10:18 | Creating an Ideal Client GPS
• 15:31 | Challenges in Targeting Specific Markets
• 20:13 | Navigating Market Entry and Strategy Validation
• 21:45 | The Importance of Testing in Marketing
• 22:06 | Engaging with Prospects and Clients
• 22:48 | Effective Messaging Strategies
• 26:52 | Leveraging AI for Marketing Insights
• 29:32 | Connecting Strategy to Tactics
• 30:20 | The Role of Strategic Leadership in Marketing
• 34:59 | Implementing and Executing Marketing Plans
• 39:10 | Starting with Existing Clients
• 40:49 | Final Thoughts and Closing Remarks

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Connect with Tim: https://www.linkedin.com/in/timpfitzpatrick/

Rialto Marketing: https://www.rialtomarketing.com/

What do bread baking, brisket, and B2B marketing have in common?

More than you think.

In this episode of Demand Gen Confidential, Jenn Stein joins to talk about what’s working in modern marketing, from building trust with your audience to aligning attribution models that executives believe in.

You’ll hear:

• Why “Content is King” doesn’t mean what it used to.

• How to move from behavior-level metrics to revenue-level attribution.

• The right way to use AI — as a creative accelerator, not a replacement.

• The importance of human connection and brand voice in an AI-driven world.

• Why the best marketers test fast, think long-term, and build internal buy-in first.

Jenn brings a cross-industry perspective shaped by experience across SaaS, hospitality, and healthcare, with real examples.

🎧 Tune in for a mix of creative, strategic, and human insights on what it means to be a marketer today.

Chapters

• 00:00 | Intro to Demand Gen Confidential
• 00:15 | Bread Baking, Brisket & The Art of Patience
• 04:44 | Meet Jenn Stein: A Marketer Across Industries
• 07:16 | Why “Content is King” Is Evolving
• 11:48 | Standing Out in a Saturated Market
• 13:10 | Distribution > Creation: The Real Content Advantage
• 16:17 | Quick Wins vs. Scalable Marketing Plays
• 18:00 | Attribution: The Million-Dollar Problem
• 18:56 | Getting Sales & Finance Aligned on Reporting
• 21:05 | Why One Attribution Model Never Fits All
• 24:08 | AI in Marketing: Tool, Not Savior
• 27:01 | Prompt Writing & Spotting AI Hallucinations
• 31:33 | Evolving Skill Sets in the Age of AI
• 33:45 | How to Balance Attribution, Content & AI
• 34:38 | Closing Thoughts & Where to Find Jenn

Connect with Jenn on LinkedIn: https://www.linkedin.com/in/jzbailey/

ABM isn’t a fancier way to run targeted demand gen. If you treat it that way, it fails.

In this episode, Kristina Jaramillo of Personal ABM breaks down what true one-to-one looks like, when you’re actually ready to go up-market, and why ABM should start with customers to drive expansion before net-new.

We get into lagging “intent” signals, how to avoid tool-led strategy, what to measure, and the cross-functional rhythms Sales, Marketing, and CS need to progress deals and embed your solution across the account.

If you’ve said “we’re doing ABM” but meant “we uploaded a list,” this one’s for you.

We discuss:

• 00:00 | Welcome + Meet Kristina: A passion for French culture
• 03:28 | ABM strategies: Is your “ABM” just targeted Demand Gen?
• 06:24 | The importance of one-to-one ABM and what’s required
• 11:01 | Start with customers & implementing ABM for expansion and retention
• 17:05 | ABM for new logos: strategies and considerations
• 18:46 | Becoming Embedded: Must-have strategies
• 19:26 | Long-term commitment to ABM
• 20:40 | Cross-functional alignment for success
• 21:13 | What to measure and the importance of NRR and GRR
• 23:01 | Ensuring a consistent customer experience
• 24:59 | How to facilitate effective team collaboration
• 26:53 | Benchmark metrics and internal change management
• 30:26 | Avoiding pitfalls in ABM implementation
• 33:30 | Final thoughts and recommendations

Connect with Kristina on LinkedIn: https://www.linkedin.com/in/kristinajaramillo/ or Personal ABM: https://www.personalabm.com/

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