Ungated Demand Generation for B2B with Liam Bartholomew

What's Working in B2B

In this episode, Gabriel and Liam Bartholomew, VP of Marketing at Cognism, explore the company's bold transition to an ungated demand generation model. Liam reveals the strategic thinking behind the shift, the challenges they faced in execution, and how the company is driving greater inbound traffic and engagement by integrating subject matter experts and influencers into their content strategy.

Tune in for expert insights on marketing innovation and leadership.

• The strategic shift to ungated demand generation at Cognism
• Overcoming internal buy-in and implementation challenges
• Integrating subject matter experts and influencers into content strategy
• Adapting marketing tactics for different segments and industries
• Balancing data-driven insights with intuitive marketing decisions

In this episode, Liam Bartholomew shares how Cognism shifted to an ungated demand generation model in 2022 and the strategic rationale behind the decision. He highlights the challenges encountered in getting internal buy-in and navigating the complexities of implementation. Liam discusses how content strategy, which includes subject matter experts and influencers, has transformed their inbound traffic and engagement. He also explores the evolution of advertising and demand generation tactics to better align with different market segments and the ongoing challenges in measuring content influence without direct attribution. Lastly, Liam talks about the importance of leveraging the right marketing tools and technologies to stay competitive and offers his recommendations on thought leaders to follow in the B2B space.

About The Guest:

Liam Bartholomew is the VP of Marketing at Cognism, and he has been instrumental in steering the company's marketing strategy toward a more customer-centric and demand-driven model. With extensive experience in B2B marketing, Liam is known for his innovative approach to content strategy, lead generation, and leadership development. His expertise lies in creating impactful marketing campaigns that resonate with audiences across different industries and sectors.

Time Stamps:

• 00:00 – Introduction to Liam Bartholomew
• 00:26 – Shifting to Ungated Demand Generation
• 02:19 – Challenges and Buy-In for New Strategies
• 05:10 – Initial Testing and Results
• 06:43 – Content Strategy and Execution
• 16:05 – Adapting to Market Changes
• 18:09 – Challenges in Enterprise Marketing
• 19:21 – Measuring Pipeline Creation Without Direct Attribution
• 23:09 – Thought Leader Ads: Effective or Not?
• 25:56 – Exploring Document Ads and Interactive Web Pages
• 27:44 – Transition from Campaign Manager to Leadership
• 30:35 – Current Tools and Technologies in Use
• 33:44 – Final Thoughts and Recommendations

Links for the Guest:

Connect with Liam Bartholomew on LinkedIn:

https://www.linkedin.com/in/liam-bartholomew-90004b83/

Visit Liam Bartholomew’s website:

https://www.cognism.com/

Call to Action:

Ready to rethink your B2B marketing strategies?

Tune in to the full episode for valuable insights on how to drive engagement and adapt to the ever-changing landscape of demand generation.