8 - The only Demand Generation playbook you'll ever need (with Liam Bartholomew, Global Head of Demand Gen at Cognism)
Liam Bartholomew is the Global Head of Demand Gen at Cognism. During 2021 they made their big shift from traditional lead gen towards demand generation and in this episode he shares the secret recipe that made it so successful. Oh, and they just took in their Series C investment of $87,5M!We also talked about:How the discussion around demand gen started internallyHow they scaled their marketing team to fit the newly adopted strategyThe first 5 things they did to make this transition and how i...