Sam Kuehnle, VP of Demand Gen at Refine Labs, discusses the crucial shift from lead generation to demand creation. He shares insights on overcoming the challenges of implementing this strategy, emphasizing executive alignment and innovative practices. Kuehnle highlights how to craft effective demand creation strategies that resonate with target audiences and adapt to a rapidly changing marketing landscape. He also delves into the use of creative ad formats and the evolving role of AI in shaping future marketing trends.

Sam Kuehnle, B2B marketing expert, and Chris discuss optimizing Google Ads for B2B companies, focusing on ROI analysis and budget reallocation. They explore the value of paid search, maximizing revenue with targeted keywords, and emerging marketing opportunities like AI.

Sam Kuehnle, VP of Marketing at Loxo, leads innovative marketing in a competitive talent intelligence space. He shares his '95% content' philosophy, focusing on building buyer trust through informative content rather than traditional ads. Discover how Loxo's unique LinkedIn strategy and their podcasting approach have driven record growth. Sam also discusses the importance of authentic leadership on social media and adapting to consumer behavior, offering insights on measuring content success and the power of a well-structured content ecosystem.

Mark Huber from UserEvidence, Liam Moroney of Storybook Marketing, Sydney Sloan at G2, and Sam Kuehnle from Loxo dive into the nuances of brand awareness versus demand creation. They emphasize that understanding customer problems fosters authentic connections. The podcast highlights the critical need for clear messaging over jargon and using evidence to build trust. Moreover, the guests stress targeting genuine demand creation while avoiding the trap of confusing it with mere brand awareness for sustained growth.

Previous guests of various popular podcasts come together to discuss the value of B2B podcasting, building a SAS company in the podcasting industry, criteria for funding from investors, and optimizing tags for discoverability and attracting listeners. They also touch on the advantages of having a co-founder with coding skills and the importance of building relationships and incentives for successful partnerships.