Demand by Omni Lab
Omni Lab
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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.
Available episodes
Newest first
Oldest first
Nov 14, 2023
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.
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Oct 9, 2023
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.
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Sep 25, 2023
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.
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Aug 23, 2023
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.
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Aug 10, 2023
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.
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Jul 28, 2023
Ep 34: How to Build a Community with Philip Lakin @ NoCodeOps
Most marketing experts know you need two things to sell a product: a product and a relationship with the buyer. On this episode, Jonathan Bland, the Co-Founder of Omni Lab, is joined by Philip Lakin, the Co-Founder and CEO of NoCodeOps, for a discussion about the value of SaaS brands building communities to get closer with their audiences. Learn why Philip built a community before building a product and get his thoughts around what makes a community successful & how you can measure the ROI of a community.
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Jul 7, 2023
Ep 33: How to Build a Scalable Content Strategy with Stewart Hillhouse @ Mutiny
What does your content strategy look like? What are your goals? How do you distribute and repurpose content? How do you measure its success? Join Jonathan Bland, the Co-Founder of Omni Lab, and Stewart Hillhouse, the Head of Content at Mutiny, for an episode with an emphasis on content creation & strategy. Discover the key points you should include in your strategy and learn about some of the biggest mistakes they see SaaS brands making with content – and how you can avoid those pitfalls.
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Jun 27, 2023
Ep 32: B2B SaaS Brand Increases Marketing Sourced Pipeline by 170%
Are you a Demand Marketer? Have you ever wondered how to increase marketing sourced opportunities? On this week’s episode, Omni Lab co-founders Jason Steele and Jonathan Bland were invited to present to a new community called the Demand Collective to share how they helped a Series B B2B SaaS brand increase marketing sourced pipeline by 170%. They dive into everything from establishing goals, to paid strategy, audience targeting, core messaging themes, and more.
*A slideshow outlining everything discussed in today’s episode can be found on YouTube in the Demand Podcast Playlist (Ep 32).
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Jun 8, 2023
Ep 31: What Sustainable Growth Looks Like for SaaS Companies with Kevin O’Connor @ ScOp
Growth at all costs is over. Capital is expensive so B2B SaaS brands need to make sure they are spending their money efficiently. What can SaaS companies do today to continue driving growth while remaining efficient? What are common mistakes they’re making when it comes to growth? Why was growth at all costs a model pushed by VCs for so long? Get answers to all of these questions and more as Jonathan Bland, the Co-Founder of Omni Lab, and Kevin O’Connor, the Managing Partner at ScOp Venture Capital, discuss what sustainable growth looks like for SaaS companies in 2023.
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May 25, 2023
Ep 30: Building a Sustainable ABM Strategy with Jennifer Sego @ Wyng
There is a lot of confusion about what ABM is and what it isn’t. Join Jonathan Bland, the Co-Founder of Omni Lab, and Jennifer Sego, the Director of Marketing at Wyng, as they break down ABM strategies, discuss who these strategies are right for, and how to measure the success of an ABM campaign.
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May 15, 2023
Ep 29: How to Tie Your Product Marketing with Your Marketing Strategy with Talar Malakian @ Phonexa
Join Jonathan Bland, the Co-Founder of Omni Lab, and Talar Malakian, the CMO at Phonexa, for a conversation all about marketing. Learn why most marketing problems start with product marketing problems – and how to get ahead of them – and how you can tie your product marketing goals into your larger marketing strategy.
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May 3, 2023
Ep 28: Why Creating a Product Marketing Strategy Should be a Top Priority with Robert Kaminski @ Headway
Have you ever felt lost when it comes to product marketing or your GTM messaging? Ever wonder why product marketing is so important or if you’re investing enough in it? On this episode of The Demand Podcast, Omni Lab’s Co-Founder, Jonathan Bland, and Robert Kaminski, the Director of Product Marketing at Headway, dive into all things product marketing. They touch on everything from the importance of unified messaging, to the different stages of awareness, to why data is so important for product marketing and how to obtain the data you need.
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Apr 25, 2023
Ep 27: How to Create a Targeting Strategy That Converts with Zach Short @ Gravitee
Have you ever felt overwhelmed when it comes to creating a targeting strategy? If so, you’re not alone. When you create a targeting strategy, you don’t need to jump in head first with a ton of money. On this episode of The Demand Podcast, Omni Lab’s Co-Founder, Jonathan Bland, and Zachary Short, the Sr. Manager of Demand Gen at Gravitee discuss how to layer content across warm and cold layers and allocate budget, how to optimize for in-channel consumption, and how to create a long-term targeting strategy that will pay off.
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Mar 31, 2023
Ep 26: How to Create Content That Resonates & Define Goals for Paid Ads with Niv Frishman @ ClickCease
What are your goals when it comes to paid ads? Do you think all campaigns should have the same goal? Answer these questions & so much more when you tune into Ep 26 of The Demand Podcast with Jonathan Bland, the Co-Founder of Omni Lab, and Niv Frishman, Head of Acquisition at ClickCease. Join us for a conversation about all things related to ads – from the thought process that we put into content creation, to how you can strategize & prove success for different ad sets.
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Mar 15, 2023
Ep 25: How to Create Messaging Alignment Across Campaigns with Perla Virgen-Silva @ Mixpanel
Are your campaigns aligned with a central theme/message? Or are you just throwing stuff at the wall? Join Jonathan Bland, the Co-Founder of Omni Lab, and Perla Virgen-Silva, the Senior Global Demand Generation Manager at Mixpanel, on this week’s episode of The Demand Podcast to discuss a framework for helping you align targeting, theme, messaging, content, and channels to a broader marketing strategy.
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Mar 7, 2023
Ep 24: How to Create a Successful Content Marketing Strategy with Yaag Ganesh @ Avoma
Are you struggling with content marketing? You’re not alone. Measuring success when it comes to content marketing is tricky. On this episode of The Demand Podcast, Jonathan Bland, the Co-Founder of Omni Lab, is joined by Yaag Ganesh, Director of Content & Product Marketing at Avoma – to discuss how to create, distribute, and repurpose content to help you successfully take your content marketing strategy to the next level.
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Feb 23, 2023
Ep 23: The Content & Channels B2B SaaS Companies Should Focus on in 2023 with Natalie Marcotullio @ Navattic
The market is flooded with different options to advertise your product/service. How does your company determine which channels to focus on when it comes to advertising and creating brand awareness? What’s the best way to show people your product is the right product for them? On this episode of The Demand Podcast, Jonathan Bland, the Co-Founder of Omni Lab, is joined by Natalie Marcotullio, Head of Growth and Operations at Navattic – she shares three channels she is NOT investing in for 2023 and discusses how using product tours can reduce friction in the sales process.
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Feb 9, 2023
Ep 22: How to Allocate Budget Across Channels with Cristina Daroca @ Riverbed
Allocating budget across many different channels is not easy. On this episode of The Demand Podcast, Jonathan Bland, the Co-Founder of Omni Lab, and Cristina Daroca, the Senior Director of Global Demand at Riverbed Technology, discuss the importance of looking beyond pipeline to see what’s working, where a marketer’s focus should lie, and how to allocate budget across channels.
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Jan 23, 2023
Ep 21: How B2B SaaS Companies Can Optimize for Pipeline with Blake Strozyk @ Transfix
Optimizing pipeline is essential for B2B SaaS companies, but that does NOT mean that everything should be measured against pipeline. On this episode of The Demand Podcast, Jonathan Bland, the Co-Founder of Omni Lab, and Blake Strozyk, the Sr. Demand Gen Manager at Transfix, chat about how to optimize for pipeline, whether or not all campaigns should drive pipeline, and how to measure success when attribution isn’t straightforward.
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Jan 6, 2023
Ep 20: Metadata Demand 2022: How to Build the Highest Performing Ad Creative
*Did you know you see around 10,000 ads every day? Which means you need to stand out when you start advertising. Join **Omni Lab’s** co-founder **Jonathan Bland** as he discusses the 5 prerequisites to building great ad creative and how to optimize your ads for the 99% of people that don’t click. *
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Jan 3, 2023
Ep 19: How Omni Lab Helped a B2B SaaS Scale Paid Ads to Reach a $1B Valuation in Less Than 1 Year
*Listen as **Omni Lab’s** co-founders **Jonathan Bland** and **Jason Steele** discuss how they’ve helped a company scale paid ads to reach a $1B valuation since January 2022. Tune in to the conversation!*
*View the slideshow and presentation referenced in this podcast on YouTube: **https://youtu.be/dGnOJWoX5QA** *
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Dec 22, 2022
Ep 18: Content Strategy, Distribution, and Capturing Demand with Allyson Havener @ TrustRadius
*Join **Jonathan Bland**, the Co-Founder of **Omni Lab**, and **Allyson Havener**, the VP of Marketing at **TrustRadius** for a conversation about content strategy, how to decide whether or not gated content is the best way to share your content, and how to incorporate capturing demand into your bottom line.*
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Sep 22, 2022
Ep 17: Omni Lab Joins Metrics & Chill by Databox: How to Increase Lead to Opportunity Conversion Rates
*Do you know how to increase your lead to opportunity conversion rates? In this week’s episode, **Omni Lab’s** co-founder **Jonathan Bland** is answering questions rather than asking them. Jonathan dropped in for a conversation on “Metrics & Chill” – a podcast by Databox – to share how marketers can help clients grow lead opportunities by as much as 74%. Learn how to analyze your client’s past performance, how to improve messaging, and how to micro-test what works and what doesn’t. *
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Sep 20, 2022
Ep 16: 5 Core Things You Should Consider to get to Your Series A with Brett Queener @ Bonfire Ventures
*What should marketing teams be doing with their budgets with a looming recession on the way? Join **Jonathan Bland**, the Co-Founder of **Omni Lab**, and **Brett Queener**, the Managing Director at **Bonfire Ventures** as they discuss how companies should manage their marketing budgets during downturns, why attribution isn’t everything, and the key metrics you should be tracking on a weekly basis. *
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Sep 13, 2022
Ep 15: How to Drive Brand Awareness with Digital Billboards Christian Dion @ Broadsign
*On this episode of The Demand Podcast, **Jonathan Bland**, the Co-Founder of **Omni Lab**, and **Christian Dion**, the Marketing Director at **Broadsign** discuss how digital billboards are enabling marketers to target their audiences based on location, time, weather, and more. Join them and learn how to maximize the success of a digital billboard.*
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Sep 13, 2022
Ep 14: How to measure the success of a webinar with Nicole Gates @ Mongoose
*How do you measure the success of a webinar? Join **Jonathan Bland**, the Co-Founder of **Omni Lab**, and **Nicole Gates**, the Director of Marketing at **Mongoose**, as they dive into everything from the metrics they look at when it comes to the success of a webinar, to how they prep for a webinar, to how they handle post distribution & audience engagement. *
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Aug 10, 2022
Ep 13: The difference between PQLs and MQLs with Breezy Beaumont @ Correlated
Can MQLs and PQLs both exist at the same time? How do you avoid one from cannibalizing the other? Join Jonathan Bland, the Co-Founder of Omni Lab, and Breezy Beaumont, the Head of Growth at Correlated as they discuss how pursuing both forms of leads can increase pipeline, and what strategies they’re using to drive interactions right now.
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May 24, 2022
Ep 12: Transitioning from Lead Gen to Demand Gen with Fran Langham @ Cognism
Making the transition from Lead Gen to Demand Gen takes careful consideration and an appetite for experimentation. Join Jonathan Bland, the Co-Founder of Omni Lab, and Fran Langham, the Head of Enterprise Marketing at Cognism as they dive into the details about how to make the jump from Lead Gen to Demand Gen. On this episode, they’ll discuss results they’ve seen since making the switch, the kinds of campaigns they’re running now, and opportunities they are always looking out for.
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May 13, 2022
Ep 11: The Future of the Demo with Andy Binkley @ Tourial
What is the future of the demo? Join Jonathan Bland, the Co-Founder of Omni Lab, and Andy Binkley, the Co-Founder and CRO at Tourial, as they discuss how the demo motion is changing, what self-guided tours are, and if self-guided tours cannibalize demo requests. Tune in to find out!
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May 3, 2022
Ep 10: How to Map Out Your Marketing Plan for Next Quarter with Mari Luke, Head of Growth @ Accord
Join Jonathan Bland, the Co-Founder of Omni Lab, and Mari Luke, the Head of Growth at Accord, as they discuss how they plan marketing quarter to quarter. From how to hit SQL goals, to why there is so much focus on driving leads, to the funnel versus aligning pipeline, what metrics are important, and how to present this data to your boss.
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Apr 15, 2022
Ep 9: How To Do Customer Interviews with Lilly Alberz, Head of Global Marketing @ Assignar
Customers sell better than your inhouse sales and marketing teams. Yes, you read that right. Customers are your biggest asset when it comes to sales and marketing. Join Jonathan Bland, the Co-Founder of Omni Lab, and Lilly Alberz, the Head of Global Marketing at Assignar, as they discuss why customer interviews are so important. Why do you need a face-to-face with your customers? What kinds of questions should you ask them? What should you do with the data you collect? Tune in and listen to how Jonathan and Lily approach customers and what they think we can learn from them.
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Apr 4, 2022
Ep 8: B2B Marketing Doesn’t Have to Be Boring with Marketing Expert Chantelle Marcelle
Join Jonathan Bland, the Co-Founder of Omni Lab, and Chantelle Marcelle, who has served a number of different marketing roles at various companies, as they discuss B2B marketing on this episode of the Demand Podcast. How should marketers allocate resources? Are buying lists a thing of the past? Do you think B2B marketing is always boring? If so, think again (and tune in to find out why it’s not)!
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Mar 25, 2022
Ep 7: How to Create Engaging Creative on Facebook and LinkedIn with Colin White, Head of Demand Gen @ Clearbit
How do you create amazing ad creative? Join Jonathan Bland, the Co-Founder of Omni Lab, and Colin White, the Head of Demand Gen at Clearbit, as they break down Clearbit’s creative strategy. They’ll discuss the different types of creative you can use on Facebook and LinkedIn, what ad formats work well on social media, how you can evaluate if your creative is driving strong engagement, and why so many SaaS companies use blue as their primary color.
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Mar 17, 2022
Ep 6: How to Create, Distribute, and Repurpose Content with Nate Turner, CEO & Co-Founder @ Ten Speed
Not all content is created equal. In this week’s episode of The Demand Podcast, listen to host Jonathan Bland, the Co-Founder of Omni Lab, and Nate Turner, the CEO & Co-Founder of Ten Speed, as they share their thoughts on content marketing. Do you expect all of your content to generate leads? Does all of your content have a goal? Do you know what you’re spending on content creation? Jonathan and Nate address all of these questions and dive deeper into how marketers can create valuable content that helps companies accomplish their goals.
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Mar 10, 2022
Ep 5: Driving Demand via Paid Media with Silvio Perez, Head of Performance Marketing @ Metadata
Join Jonathan Bland, the Co-Founder of Omni Lab, and Silvio Perez, the Head of Performance Marketing at Metadata, as they discuss everything from campaign execution to what it takes to create a strong paid media strategy. How do you target your audiences on paid channels? How do you distribute content on paid channels? How do you track and attribute your leads? Jonathan & Silvio answer these questions, and many more, in this week’s episode!
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Mar 1, 2022
Ep 4: Gated vs Ungated Content with Liam Barnes, Head of Demand Gen @ Bionic
Does gated content still have a place in the marketing world? Jonathan Bland, the Co-Founder of Omni Lab, and Liam Barnes, the Head of Demand Gen at Bionic, break down gated vs ungated content and discuss when/where gated content is necessary. They also chat about incentives for demos and touch on when to use them, how to think about them, and how they can help garner results.
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Feb 22, 2022
Ep 3: Gauging the Success of Marketing & the Importance of Brand Marketing with Kate Terry, Head of Demand Gen @ Turtl
Join Jonathan Bland, the Co-Founder of Omni Lab, and Kate Terry, the Head of Demand Gen at Turtl. Discover how Jonathan and Kate gauge the success of marketing and where they stand when it comes to gated content. Throughout the episode they chat about everything from the immense pressure Series A Startups are under to immediately deliver results, to how companies can balance short-term and long-term marketing goals, to why companies are concerned with generating leads and why brand marketing has become so important.
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Feb 14, 2022
Ep 2: The Difference Between Lead Gen vs. Demand Gen with Jesse McFarland, Director of Demand Gen @ VITAC
Join Jonathan Bland, the Co-Founder of Omni Lab, and Jesse McFarland, the Director of Demand Gen at VITAC. During this episode, they discuss the differences between Lead Gen and Demand Gen and dive into why companies are more concerned with generating leads & why brand marketing has become so important. They also touch on how to gauge the success of marketing, what metrics to track, how to optimize marketing, and what makes an effective campaign.
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Feb 3, 2022
Ep 1: How to measure marketing and define your ICP with Sarah Breathnach, Head of Demand Gen @ Hunters.ai
Marketing is always changing. Join Jonathan Bland, the Co-Founder of Omni Lab, and Sarah Breathnach, the Head of Demand Gen at Hunters.ai, as they dive into everything from how to segment your audiences, to whether or not we need different messages for different clients, to why gated content guides aren’t working anymore and what marketers should create instead, on this episode of Demand.
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