Demand by Omni Lab

Hosted by Omni Lab

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Latest episode

Jun 2026

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EN-US

About the show

The Demand Podcast is for B2B SaaS marketers & demand gen marketers looking for practical advice without the fluff. Join us as we interview leaders in marketing from around the world to gain a deeper understanding of how other B2B SaaS brands are creating and capturing demand.

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55 recent

June 10, 2026Episode 5557 min

EP 55 - Why Your ABM Strategy Might Be Failing with Andrei Zinkevich @ Fullfunnel.io

ABM was supposed to fix the waste in B2B marketing. And when it's done right, it does. The problem is that most teams aren't doing it right, and deep down, they already know it.Lists of target accounts that sales never bought into. Intent data subscriptions that surface the same signals every competitor is already acting on. Coordinated campaigns that look impressive in a deck but never quite produce the pipeline they promised. These aren't signs that ABM doesn't work. There are signs that the strategy got watered down somewhere between the whiteboard and execution.Andrei Zinkevich has spent years working with B2B SaaS teams on full-funnel demand generation and ABM strategy. He's seen both ends of the spectrum: programs that quietly burn budget for months while leadership reverse-engineers metrics to justify the spend, and programs that get it right by making a few uncomfortable changes first. His view is clear: the strategy isn't the problem. The implementation usually is.In this episode, we get into the hard questions. Is intent data creating smarter outreach or just faster spam? Are companies confusing account volume with strategic focus? And if ABM requires true sales and marketing alignment, which most organizations don't have, what has to change before the rest of it can work?

September 22, 2025Episode 5443 min

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 discusses the challenges of aligning his team during the pivot, the stress of making bold strategic decisions, and the unexpected wins that followed. He reveals the moment they realized a pivot was necessary and the uncommon insights gained along the way.For B2B marketing leaders and growth professionals, this episode offers valuable lessons in:- Recognizing and acting on market signals that demand strategic shifts- Managing team dynamics during major pivots- Scaling growth through precise positioning and messaging- Leveraging AI trends to accelerate market penetration- Building and maintaining momentum after a successful pivot

June 26, 2025Episode 5350 min

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 delivers actionable insights on:- Building a standout personal brand that cuts through the noise- Leveraging AI tools without sacrificing authenticity- Tactics for maintaining engagement despite algorithm changes- Converting social presence into pipeline opportunities- Creating content that resonates with decision-makersAlex brings unique expertise as the founder of Aware, a LinkedIn engagement and analytics platform helping B2B brands grow with 70% less effort. He shares real examples of how top performers are adapting their strategies to thrive in today's LinkedIn environment.

June 23, 2025Episode 5236 min

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 navigating on-set challenges, you'll get an unfiltered look at what it takes to create content that resonates with B2B audiences.Key Discussion Points:- Strategic reasoning behind major brand investment- Campaign goal setting and messaging development- Essential pre-production preparation steps- Content distribution strategy across channels

May 5, 2025Episode 5154 min

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 leverage it.Throughout the conversation, Jonathan and Haley dive deep into surprising learnings from working with smaller B2B brands, the critical importance of marketing to future buyers, and practical strategies for getting on the coveted day-one consideration list. They explore creative approaches that help brands become memorable without breaking the bank.

April 2, 2025Episode 5052 min

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 strategies that move accounts from unaware to ready-to-buy.This no-nonsense conversation dives into:- The truth about ABM targeting myths that are holding you back- How to identify and engage cold accounts without being creepy- The content-led outbound approach that's revolutionizing sales engagement- Real talk about content mapping that actually drives pipeline- Practical strategies for sales and marketing alignment that close deals

February 28, 2025Episode 4951 min

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 might be lying to you- Who should be running incrementality test- What an incrementality test is and how to run one- Managing stakeholder expectations and how to communicate the resultsWhether managing million-dollar budgets or trying to justify your next campaign, you'll learn how to move beyond surface-level metrics to prove real business impact.

February 13, 2025Episode 4849 min

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 buyers and out-of-market buyers- How the rule be used in practice to determine budget splits- How this applies to ABM based strategies and the risks to be aware of

January 30, 2025Episode 4737 min

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 move beyond surface-level metrics to create campaigns that not only grab attention but convert it into pipeline opportunities. Drawing from his experience at VComply, a leading compliance and risk management platform, Eric provides practical frameworks for allocating resources between attention-grabbing content and conversion-focused initiatives.Tune in as Eric and Jonathan dive deep into:- The fundamental difference between capturing vs. converting attention- How to measure attention metrics that actually matter to revenue- Real-world examples of companies mastering both attention and conversion- Practical strategies for budget allocation between awareness and conversion campaigns- The evolution of B2B marketing from pure lead generation to sophisticated demand creation

January 3, 202552 min

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. You'll discover practical insights on budget allocation between sales activation and brand building, including perspectives on industry frameworks like the 60:40 rule and the 95:5 rule.