Grow with the Flow by The Growth Syndicate

#006 Max van den Ingh: on creating demand and keeping up with changing behaviours

Jul 9, 2024

Max van den Ingh, Founder of Unmuted, shares insights on b2b marketing, setting up a lean GTM motion, keeping up with content consumption changes, brand value, non-linear buyer's journey, and AI in demand generation. The podcast touches on early investment in brand, personal interactions in B2B sales, lean marketing for startups, targeting ideal customers, controversial opinions in SaaS, favorite tools, and social media platform kudos and face palms.

01:14:14

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Episode guests

Max van den Ingh

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Quick takeaways

Invest in brand early to reduce acquisition costs over time.

Tailor marketing strategies to changing content consumption preferences.

Prioritize brand consistency and affinity for long-term success in marketing.

Deep dives

Building a Brand from Scratch

Starting a business during COVID, Max Fundening shares his journey of building a brand from the start, focusing on brand development early on rather than starting with products, emphasizing the importance of investing in brand and affinity to avoid increased acquisition costs over time.

Spending Wisely on Marketing Tactics

01:26

Efficiency in B2B Sales Process

01:20

Learning through Struggle and Chaos in Business Growth

00:47

Focus on Outcomes and Early Signals in Strategic Exercises

01:39

Intro

2min

Journey from Sales to Marketing to Product Leadership in Tech

25min

Strategic Support for Startups and Scale-ups in Marketing Strategies

2min

Targeting and Segmenting Ideal Customers for Marketing Success

26min

Controversial Opinions in the SaaS Industry and Costly Failures

3min

Exploring Learning Sources, Favorite Tools, and a Successful April Fools Prank

5min

Social Media Platform Kudos and Face Palms

12min

In this episode, we speak to Max van den Ingh, founder of Unmuted, a leading Amsterdam-based b2b marketing agency.

Max is one of our favourite marketing minds and an old friend, so we were really excited to pick his brain on all things b2b marketing. We talked about everything, including:

* Why the world of b2b is invisible and how marketing to b2b differs from b2c

* How he started his agency in the middle of COVID

* How to set up a lean GTM motion as an earlier-stage business

* Why you need to keep up with changes in how people consume content

* The value of brand as a force multiplier for all marketing efforts

* The fact that the buyer’s journey isn’t as linear as ‘funnels’ suggest

* The role of AI in content and demand generation

And as always, we shared a “kudos” and a “facepalm” of the week, dove into a popular social post from our guest and asked some rapid-fire questions.

Whether you’re a b2b founder or a professional, this episode was packed to the brim with learnings, inspiration and some laughs. Don’t miss it!

And make sure follow Max on LinkedIn and check out Unmuted!

If you enjoyed this episode, please subscribe, like, share and rate wherever you listen — it really helps us grow and get found!

Stay tuned for more!

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit thegrowthsyndicate.substack.com

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