Every marketer wants to have more confidence that the experiments they run have a causal impact on the business. In this episode of Demand, Jonathan Bland, Co-Founder of Omni Lab, sits down with Pranav Piyush, founder of Paramark, to cut through the noise around incrementality testing and get real about measuring marketing impact. For B2B marketers tired of questionable attribution models and vanity metrics, this episode delivers actionable insights on: - Why traditional attribution methods migh...
Feb 28, 2025•51 min•Ep 49•Transcript available on Metacast We have always known that everyone is not in-market for what we are selling, but we haven’t had a create heuristic to estimate how many are in-market and out-of-market. In this episode of Demand, Jonathan Bland sits down with John Dawes from the Ehrenberg-Bass Institute to unpack the 95:5 rule that has been trending on LinkedIn over the last year. In this episode, we’ll dive into: - How John Dawes came up with the 95:5 rule - How to calculate it to estimate the number of in-market buyers and out...
Feb 13, 2025•50 min•Ep 48•Transcript available on Metacast In this episode of Demand, host Jonathan Bland sits down with Eric Dates from VComply to unpack the critical difference between capturing attention and converting it in B2B marketing. As the marketing landscape becomes increasingly noisy, Eric shares invaluable insights on why many marketers struggle with the distinction between getting eyeballs and turning those views into meaningful engagement. Eric breaks down his strategic approach to attention economics, exploring how B2B companies can move...
Jan 30, 2025•38 min•Ep 47•Transcript available on Metacast Stop chasing vanity metrics and start understanding how brand marketing truly impacts your bottom line. In this episode of The Demand Show, host Jonathan Bland sits down with Elizabeth Hague from Very, a leading end-to-end IoT development company, to unpack the complex world of measuring brand marketing impact. Elizabeth shares her expertise in distinguishing between brand marketing, demand generation, and performance marketing - helping you understand where each fits in your growth strategy. Yo...
Jan 03, 2025•52 min•Transcript available on Metacast In this episode of Demand, Jonathan Bland sits down with Deirdre Mahon from super{set} to tackle the pressing issue of short-termism in B2B marketing. As marketing teams face increasing pressure to demonstrate immediate ROI, the balance between long-term brand building and short-term performance metrics has become increasingly skewed. Drawing from her experience at super{set}, a data+AI startup studio that has successfully launched and scaled numerous tech companies. Deirdre shares candid insigh...
Jan 03, 2025•45 min•Ep 45•Transcript available on Metacast When it comes to marketing, there’s a chaotic, uncomfortable space between brand discovery and purchase—the messy middle we call “The Marketing Waiting Room.” In this episode, Jonathan, the Co-Founder of Omni Lab sits down with Justyna Ciecierska at Marketing Waiting Room to discuss how B2B SaaS brands could develop paid media strategies that keep brands top of mind without the hard sell. We’ll discuss: The balance between brand building and activation How to design strategies for scrappy startu...
Dec 09, 2024•45 min•Ep 44•Transcript available on Metacast Why do marketers call channels “dead”? Is it the channel or the way we are executing in the channel? In this podcast, Jonathan Bland, Co-Founder of Omni Lab sits down with Sam Kuehnle, the VP of Marketing at Loxo, to dig deep into the myths and truths behind channel performance. They'll discuss: - Why Loxo choose to pause their Google Ads campaigns - Why it's usually the playbook and not the channel's fault - And some plays that they are finding effective...
Nov 25, 2024•52 min•Ep 43•Transcript available on Metacast Most spend all their money on gated content, but it’s solid product marketing messaging that helps people understand how the product works and how it solves a buyer's problems. Join Jonathan Bland , the Co-Founder of Omni Lab, and Justine Wares , the Senior Product Marketing Manager at UserGems as they dive into everything from the role product marketing has, to common misconceptions people have about it, to how you can organize product marketing messaging and create successful campaigns on...
Jan 22, 2024•46 min•Ep 42•Transcript available on Metacast Are you still using PDFs to distribute content? If so, it’s time to change your ways. Join Jonathan Bland , the Co-Founder of Omni Lab, and Nick Mason , the CEO & Founder of Turtl, for a conversation centered around content. What does it take to create engaging content that resonates with your audience? What are the biggest issues with PDF-based content? How have content trends changed over the last 5 years? Discover what it takes to stay ahead of the curve and make sure you’re not missing o...
Dec 13, 2023•41 min•Ep 41•Transcript available on Metacast Many marketing teams still apply credit based on last touch attribution. So, what? Times are changing and it’s time to change our mentality when it comes to attribution too. Join Jonathan Bland , the Co-Founder of Omni Lab, and Emir Atli , the Co-Founder of HockeyStack, for a discussion about how attribution is changing. Learn why attribution is no longer solely about ROI and is more about the customer journey. Get their take on self-reporting attribution, dive into the different metrics you can...
Dec 07, 2023•42 min•Ep 40•Transcript available on Metacast 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....
Nov 14, 2023•41 min•Ep 39•Transcript available on Metacast 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....
Oct 10, 2023•47 min•Ep 38•Transcript available on Metacast 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....
Sep 25, 2023•58 min•Ep 37•Transcript available on Metacast 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....
Aug 23, 2023•1 hr 2 min•Ep 36•Transcript available on Metacast 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....
Aug 11, 2023•36 min•Ep 35•Transcript available on Metacast 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 R...
Jul 28, 2023•38 min•Ep 34•Transcript available on Metacast 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...
Jul 07, 2023•54 min•Ep 33•Transcript available on Metacast 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 ...
Jun 27, 2023•35 min•Ep 32•Transcript available on Metacast 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 C...
Jun 09, 2023•45 min•Ep 31•Transcript available on Metacast 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....
May 26, 2023•41 min•Ep 30•Transcript available on Metacast 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....
May 15, 2023•35 min•Ep 29•Transcript available on Metacast 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 produ...
May 03, 2023•45 min•Ep 28•Transcript available on Metacast 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 target...
Apr 26, 2023•43 min•Ep 27•Transcript available on Metacast 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....
Mar 31, 2023•39 min•Ep 26•Transcript available on Metacast 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....
Mar 16, 2023•45 min•Ep 25•Transcript available on Metacast 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....
Mar 08, 2023•42 min•Ep 24•Transcript available on Metacast 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 ...
Feb 24, 2023•42 min•Ep 23•Transcript available on Metacast 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....
Feb 10, 2023•37 min•Ep 22•Transcript available on Metacast 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....
Jan 24, 2023•35 min•Ep 21•Transcript available on Metacast 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.
Jan 06, 2023•26 min•Ep 20•Transcript available on Metacast 
