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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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel

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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🔊 Unmuted | B2B Marketing

🚀 Max van den Ingh

🖋 Jonas van de Poel