In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that&apos;s revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding.Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly discusses the challenges of aligning his team during the pivot, the stress of making bold strategic decisions, and the unexpected wins that followed. He reveals the moment they realized a pivot was necessary and the uncommon insights gained along the way.For B2B marketing leaders and growth professionals, this episode offers valuable lessons in:- Recognizing and acting on market signals that demand strategic shifts- Managing team dynamics during major pivots- Scaling growth through precise positioning and messaging- Leveraging AI trends to accelerate market penetration- Building and maintaining momentum after a successful pivot

<description>&lt;p&gt;In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that&amp;apos;s revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding.&lt;/p&gt;&lt;p&gt;Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly discusses the challenges of aligning his team during the pivot, the stress of making bold strategic decisions, and the unexpected wins that followed. He reveals the moment they realized a pivot was necessary and the uncommon insights gained along the way.&lt;/p&gt;&lt;p&gt;For B2B marketing leaders and growth professionals, this episode offers valuable lessons in:&lt;/p&gt;&lt;p&gt;- Recognizing and acting on market signals that demand strategic shifts&lt;/p&gt;&lt;p&gt;- Managing team dynamics during major pivots&lt;/p&gt;&lt;p&gt;- Scaling growth through precise positioning and messaging&lt;/p&gt;&lt;p&gt;- Leveraging AI trends to accelerate market penetration&lt;/p&gt;&lt;p&gt;- Building and maintaining momentum after a successful pivot&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

In this episode of Demand, host Jonathan Bland sits down with Kurt Dunphy, the driving force behind Spellbook - the AI-powered legal companion that's revolutionizing how commercial lawyers work. Kurt shares the remarkable story of how Spellbook achieved 20x growth since Q1 2023 through a strategic pivot in their approach to AI and branding. Discover how Spellbook transformed from a promising legal tech solution into an indispensable AI companion for commercial lawyers worldwide. Kurt candidly...

EP 54 - How Spellbook Pivoted and 20x'd since Q1 2023 with Kurt Dunphy @ Spellbook

In this episode of Demand, host Jonathan Bland sits down with Alex Boyd, founder of Aware, to tackle the evolving landscape of LinkedIn growth for B2B brands. As organic reach continues to decline and AI-generated content floods feeds, Alex shares battle-tested strategies for maintaining authenticity and driving meaningful engagement.Whether you&apos;re a Marketing Manager trying to scale your company&apos;s presence or a CMO looking to maximize your team&apos;s social selling efforts, this episode delivers actionable insights on:- Building a standout personal brand that cuts through the noise- Leveraging AI tools without sacrificing authenticity- Tactics for maintaining engagement despite algorithm changes- Converting social presence into pipeline opportunities- Creating content that resonates with decision-makersAlex brings unique expertise as the founder of Aware, a LinkedIn engagement and analytics platform helping B2B brands grow with 70% less effort. He shares real examples of how top performers are adapting their strategies to thrive in today&apos;s LinkedIn environment.

<description>&lt;p&gt;In this episode of Demand, host Jonathan Bland sits down with Alex Boyd, founder of Aware, to tackle the evolving landscape of LinkedIn growth for B2B brands. As organic reach continues to decline and AI-generated content floods feeds, Alex shares battle-tested strategies for maintaining authenticity and driving meaningful engagement.&lt;/p&gt;&lt;p&gt;Whether you&amp;apos;re a Marketing Manager trying to scale your company&amp;apos;s presence or a CMO looking to maximize your team&amp;apos;s social selling efforts, this episode delivers actionable insights on:&lt;/p&gt;&lt;p&gt;- Building a standout personal brand that cuts through the noise&lt;/p&gt;&lt;p&gt;- Leveraging AI tools without sacrificing authenticity&lt;/p&gt;&lt;p&gt;- Tactics for maintaining engagement despite algorithm changes&lt;/p&gt;&lt;p&gt;- Converting social presence into pipeline opportunities&lt;/p&gt;&lt;p&gt;- Creating content that resonates with decision-makers&lt;/p&gt;&lt;p&gt;Alex brings unique expertise as the founder of Aware, a LinkedIn engagement and analytics platform helping B2B brands grow with 70% less effort. He shares real examples of how top performers are adapting their strategies to thrive in today&amp;apos;s LinkedIn environment.&lt;/p&gt;</description>

In this episode of Demand, host Jonathan Bland sits down with Alex Boyd, founder of Aware, to tackle the evolving landscape of LinkedIn growth for B2B brands. As organic reach continues to decline and AI-generated content floods feeds, Alex shares battle-tested strategies for maintaining authenticity and driving meaningful engagement. Whether you're a Marketing Manager trying to scale your company's presence or a CMO looking to maximize your team's social selling efforts, this episode deliver...

EP 53 - How B2B Brand Can Grow on LinkedIn with Alex Boyd @ Aware

Join Jonathan Bland on this episode of Demand as he sits down with Alex Mospanyuk from Luminous to unpack their $250k brand marketing campaign. As the inventory management space becomes increasingly crowded, discover how Luminous broke through the noise with a strategic approach to brand storytelling.In this value-packed conversation, Alex reveals the behind-the-scenes journey of conceptualizing and executing a high-impact brand campaign. From establishing clear messaging objectives to navigating on-set challenges, you&apos;ll get an unfiltered look at what it takes to create content that resonates with B2B audiences.Key Discussion Points:- Strategic reasoning behind major brand investment- Campaign goal setting and messaging development- Essential pre-production preparation steps- Content distribution strategy across channels

<description>&lt;p&gt;Join Jonathan Bland on this episode of Demand as he sits down with Alex Mospanyuk from Luminous to unpack their $250k brand marketing campaign. As the inventory management space becomes increasingly crowded, discover how Luminous broke through the noise with a strategic approach to brand storytelling.&lt;/p&gt;&lt;p&gt;In this value-packed conversation, Alex reveals the behind-the-scenes journey of conceptualizing and executing a high-impact brand campaign. From establishing clear messaging objectives to navigating on-set challenges, you&amp;apos;ll get an unfiltered look at what it takes to create content that resonates with B2B audiences.&lt;/p&gt;&lt;p&gt;Key Discussion Points:&lt;/p&gt;&lt;p&gt;- Strategic reasoning behind major brand investment&lt;/p&gt;&lt;p&gt;- Campaign goal setting and messaging development&lt;/p&gt;&lt;p&gt;- Essential pre-production preparation steps&lt;/p&gt;&lt;p&gt;- Content distribution strategy across channels&lt;/p&gt;</description>

Join Jonathan Bland on this episode of Demand as he sits down with Alex Mospanyuk from Luminous to unpack their $250k brand marketing campaign. As the inventory management space becomes increasingly crowded, discover how Luminous broke through the noise with a strategic approach to brand storytelling. In this value-packed conversation, Alex reveals the behind-the-scenes journey of conceptualizing and executing a high-impact brand campaign. From establishing clear messaging objectives to navig...

EP 52 - How to Launch a Brand Marketing Campaign with Alex Mospanyuk @ Luminous

In this episode of Demand, host Jonathan Bland sits down with Haley Pierce from The B2B Institute to tackle one of the biggest challenges facing small B2B SaaS brands today: striking the perfect balance between brand building and performance marketing.Jonathan discusses how emerging SaaS companies can compete effectively against larger players. He challenges conventional wisdom about B2B marketing, exploring why the 95-5 rule matters for companies of all sizes and how small brands can leverage it.Throughout the conversation, Jonathan and Haley dive deep into surprising learnings from working with smaller B2B brands, the critical importance of marketing to future buyers, and practical strategies for getting on the coveted day-one consideration list. They explore creative approaches that help brands become memorable without breaking the bank.

<description>&lt;p&gt;In this episode of Demand, host Jonathan Bland sits down with Haley Pierce from The B2B Institute to tackle one of the biggest challenges facing small B2B SaaS brands today: striking the perfect balance between brand building and performance marketing.&lt;/p&gt;&lt;p&gt;Jonathan discusses how emerging SaaS companies can compete effectively against larger players. He challenges conventional wisdom about B2B marketing, exploring why the 95-5 rule matters for companies of all sizes and how small brands can leverage it.&lt;/p&gt;&lt;p&gt;Throughout the conversation, Jonathan and Haley dive deep into surprising learnings from working with smaller B2B brands, the critical importance of marketing to future buyers, and practical strategies for getting on the coveted day-one consideration list. They explore creative approaches that help brands become memorable without breaking the bank.&lt;/p&gt;</description>

In this episode of Demand, host Jonathan Bland sits down with Haley Pierce from The B2B Institute to tackle one of the biggest challenges facing small B2B SaaS brands today: striking the perfect balance between brand building and performance marketing. Jonathan discusses how emerging SaaS companies can compete effectively against larger players. He challenges conventional wisdom about B2B marketing, exploring why the 95-5 rule matters for companies of all sizes and how small brands can levera...

EP 51 - Don’t Over-Index on Performance Marketing with Haley Pierce @ The B2B Institute

Join Jonathan Bland on this episode of Demand as he sits down with Mason Cosby, the mastermind behind Scrappy ABM, to demystify account-based marketing strategies that actually work without breaking the bank.If you&apos;re tired of the same old ABM playbook that requires enterprise-level budgets and complex tech stacks, this episode is your wake-up call. Mason, who has helped companies generate over $12M with a 15X ROI using lean ABM programs, breaks down how to build effective targeting strategies that move accounts from unaware to ready-to-buy.This no-nonsense conversation dives into: - The truth about ABM targeting myths that are holding you back - How to identify and engage cold accounts without being creepy - The content-led outbound approach that&apos;s revolutionizing sales engagement - Real talk about content mapping that actually drives pipeline - Practical strategies for sales and marketing alignment that close deals

<description>&lt;p&gt;Join Jonathan Bland on this episode of Demand as he sits down with Mason Cosby, the mastermind behind Scrappy ABM, to demystify account-based marketing strategies that actually work without breaking the bank.&lt;/p&gt;&lt;p&gt;If you&amp;apos;re tired of the same old ABM playbook that requires enterprise-level budgets and complex tech stacks, this episode is your wake-up call. Mason, who has helped companies generate over $12M with a 15X ROI using lean ABM programs, breaks down how to build effective targeting strategies that move accounts from unaware to ready-to-buy.&lt;/p&gt;&lt;p&gt;This no-nonsense conversation dives into:&lt;br/&gt;- The truth about ABM targeting myths that are holding you back&lt;br/&gt;- How to identify and engage cold accounts without being creepy&lt;br/&gt;- The content-led outbound approach that&amp;apos;s revolutionizing sales engagement&lt;br/&gt;- Real talk about content mapping that actually drives pipeline&lt;br/&gt;- Practical strategies for sales and marketing alignment that close deals&lt;/p&gt;&lt;p&gt;&lt;br/&gt;&lt;/p&gt;</description>

Join Jonathan Bland on this episode of Demand as he sits down with Mason Cosby, the mastermind behind Scrappy ABM, to demystify account-based marketing strategies that actually work without breaking the bank. If you're tired of the same old ABM playbook that requires enterprise-level budgets and complex tech stacks, this episode is your wake-up call. Mason, who has helped companies generate over $12M with a 15X ROI using lean ABM programs, breaks down how to build effective targeting strategi...

EP 50: How to Run a Proper ABM Strategy with Mason Cosby @ Scrappy ABM

The Demand Podcast is for B2B SaaS marketers &amp; demand gen marketers looking for practical advice without the fluff. Join us as we interview leaders in marketing from around the world to gain a deeper understanding of how other B2B SaaS brands are creating and capturing demand.&nbsp;

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