House of Demand

Hosted by Max van den Ingh, Jonas van de Poel

Business Marketing

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Nov 2025

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About the show

Marketing is changing faster than ever before. In each episode of the House of Demand podcast, Max van den Ingh and Jonas van de Poel show you what’s changed, and why you should care. This way, you can make sure your marketing roadmap stays right on track. Get ready for 30 weekly minutes of our B2B SaaS marketing POV.

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60 recent

November 14, 2025Episode 1829 min

HoD S3E18 - Timing your positioning

S3E18 - Timing your positioningPositioning means strategically choosing a position you want your company to hold in your target audience’s minds. This decides how your product will be perceived in relation to your wider industry. It’s a dynamic process that changes over time and should be revisited constantly. But when, and how? That timing matters.In this week's episode, Max and Jonas discuss the order of your positioning journey and why should nice first, then broaden later (not the other way around). But also how you should deal with stakeholders, like VCs, managers, customers, your uncle. Additionally, they unpack some examples of positioning, both good and bad.Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

November 7, 2025Episode 1731 min

HoD S3E17 - Ads meet buying journey

S3E17 - Ads meet buying journeyWhat do we mean with ads? Well, basically all forms of digital advertising, a.k.a. paid media. Which means running paid campaigns across platforms like LinkedIn, YouTube, Google, Reddit, and Meta, all with the goal of getting your brand and message in front of the right buyers, at the right time. And that last bit is crucial, because buying journeys, in B2B SaaS, are extremely complex.In this episode, Jonas and Max talk about the mindset it takes to succeed with advertising in B2B SaaS, from planting the seeds early with your “day one” list, to building brand before pipeline, so that when prospects finally show up, they come in as fans. They also share tips, tricks and anecdotes that will help you set up your next ad campaign in a way that respects the modern B2B buying journey.Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

October 31, 2025Episode 1636 min

HoD S3E16 - When AI is not the right way

S3E16 - When AI is not the right wayPeople 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. Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

October 24, 2025Episode 1526 min

HoD S3E15 - Pattern disrupt marketing

S3E15 - Pattern disrupt marketingPeople 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. Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

October 17, 2025Episode 1431 min

HoD S3E14 - The red tape trap

S3E14 - The red tape trapRed 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.Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

October 10, 2025Episode 1323 min

HoD S3E13 - Achieving thought leadership

S3E13 - Achieving thought leadershipWhat 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.Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

October 3, 2025Episode 120 min

HoD S3E12 - Things that actually work

S3E12 - Things that actually workThings 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. Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

September 26, 2025Episode 1126 min

HoD S3E11 - Buying journey buy-in

S3E11 - Buying journey buy-inThe 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. Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

September 12, 2025Episode 1027 min

HoD S3E10 - The alignment myth

S3E10 - The alignment mythSales & 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.Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel

September 5, 2025Episode 928 min

HoD S3E9 - Distribution comes first

S3E9 - Distribution comes firstDistribution, 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. Are you tuning in?Follow us on LinkedIn:🔊 Unmuted | B2B Marketing🚀 Max van den Ingh🖋 Jonas van de Poel