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PODCAST

House of Demand

Max van den Ingh, Jonas van de Poel

Marketing is changing faster than ever before. In each episode of the House of Demand podcast, Max van den Ingh and Jonas van de Poel show you what’s changed, and why you should care. This way, you can make sure your marketing roadmap stays right on track. Get ready for 30 weekly minutes of our B2B SaaS marketing POV.

business marketing

All Episodes

29:07

HoD S3E18 - Timing your positioning

House of Demand ·

2025/11/14

S3E18 - Timing your positioningPositioning means strategically choosing a position you want your company to hold in your target audience’s minds. This decides how your product will be perceived in relation to your wider industry. It’s a dynamic process that changes over time and should be revisited constantly. But when, and how? That timing matters.In this week's episode, Max and Jonas discuss the order of your positioning journey and why should nice first, then broaden later (not the other

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31:26

HoD S3E17 - Ads meet buying journey

House of Demand ·

2025/11/07

S3E17 - Ads meet buying journeyWhat do we mean with ads? Well, basically all forms of digital advertising, a.k.a. paid media. Which means running paid campaigns across platforms like LinkedIn, YouTube, Google, Reddit, and Meta, all with the goal of getting your brand and message in front of the right buyers, at the right time. And that last bit is crucial, because buying journeys, in B2B SaaS, are extremely complex.In this episode, Jonas and Max talk about the mindset it takes to succeed

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36:03

HoD S3E16 - When AI is not the right way

House of Demand ·

2025/10/31

S3E16 - When AI is not the right wayPeople are using AI for everything. For research, to draft articles, to brainstorm ideas, to analyse data. And many more things. It is starting to feel as if you can do everything with AI. But should you? That’s the question we keep asking ourselves as marketers. Because what makes us relevant as humans? And should we outsource to AI?In this week’s episode, Max and Jonas discuss how all good marketing, even when you use AI, should start with good

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26:48

HoD S3E15 - Pattern disrupt marketing

House of Demand ·

2025/10/24

S3E15 - Pattern disrupt marketingPeople are confronted with thousands of marketing assets every day. In the street, on the internet, on social media, on tv. Marketing formats tend to turn into best practices and patterns, which become familiar to audience, and in turn ignorable. By disrupting patterns with unexpected formats, you can win back attention. In this week’s episode, Max and Jonas dive into pattern disrupt marketing. How do you go about disrupting patterns in your marketing

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31:40

HoD S3E14 - The red tape trap

House of Demand ·

2025/10/17

S3E14 - The red tape trapRed tape: excessive bureaucratic processes. As organizations grow, the amount of red tape increases significantly and quickly turns into a massive handicap. Especially for marketers. Marketers need freedom in order to move fast and respond to changes in the market. Your mission as a marketer? Avoid the red tape trap at all costs. But how?In this week’s episode, Max and Jonas dive into how having zero red tape is actually a massive growth driver. They discuss which

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23:45

HoD S3E13 - Achieving thought leadership

House of Demand ·

2025/10/10

S3E13 - Achieving thought leadershipWhat is thought leadership? And when can you truly call yourself a thought leader? It’s a question many executives are asking today. And it’s no surprise. The world is constantly evolving, and people are always looking for leaders who can guide them. Leaders who share genuine insights about where their market is headed. For businesses, building a following isn’t just about influence. It’s an opportunity to turn that audience into loyal customers.In this

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0:28

HoD S3E12 - Things that actually work

House of Demand ·

2025/10/03

S3E12 - Things that actually workThings are wild out there. The AI revolution has gotten everyone riled up and doubting themselves. Basically, the changing way in which people buy things and navigate the internet, AI and communities plays a big role in this panic. 20 years ago people wanted physical brochures, now they want to binge watch your YouTube academy videos. But don't worry! There are a lot of things in B2B marketing that work right now. In this week’s episode, Max and Jonas get

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26:02

HoD S3E11 - Buying journey buy-in

House of Demand ·

2025/09/26

S3E11 - Buying journey buy-inThe buying journey isn’t linear. Try asking the people (non-marketers) you work with to think back to the last time they purchased B2B SaaS software. Ask follow-up questions about that buying journey. You’ll be surprised at how effective this is to make them realize how faulty their preconceptions about linear marketing funnels and buying journeys are. In this week’s episode, Max and Jonas discuss the non-linear B2B SaaS buying journey, how buying is messy in

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27:14

HoD S3E10 - The alignment myth

House of Demand ·

2025/09/12

S3E10 - The alignment mythSales & marketing alignment. Is it a myth? A lot of companies still try to align marketing & sales by making them become friends. Share desks in the office. Calling them a revenue team. Making them go for beers together. But this is not how you create actual alignment between your sales & marketing departments. Making these teams share the same goals (and drinks) often leads to failure.In this week’s episode, Max and Jonas discuss what marketing &

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28:55

HoD S3E9 - Distribution comes first

House of Demand ·

2025/09/05

S3E9 - Distribution comes firstDistribution, in essence, is the practice of reaching your target audience. In B2B SaaS marketing, you’d want to do that as directly as possible to prevent waste. You need to figure out where your buyers spend time and how you can meet them there. Distribution can range from paid media efforts to organic social and even search. Distribution, as a concept, is quite broad.In this week’s episode Max and Jonas discuss how, if you want to excel at distribution, you

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36:38

HoD S3E8 - AI search gold rush

House of Demand ·

2025/08/29

S3E8 - AI search gold rushYou can call it AI search optimization. Or, you can call it GEO, AEO, LLMO. The jury’s still out. Whatever. We’re basically talking about trying to get visibility in tools like ChatGPT, Claude, and Perplexity, around topics that matter to you. Essentially it’s a very similar strategy as trying to rank in Google’s search results. But different. Or not so much?In this week’s episode, Max and Jonas discuss how the way people search is changing significantly. How

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35:07

HoD S3E7 - Consistent CEO content

House of Demand ·

2025/08/22

S3E7 - Consistent CEO contentSocial media is the most powerful brand-building tool ever created. Hands down. And companies that invest in founder brands consistently are the most effective marketing organizations. Yet many founders and CEOs treat their LinkedIn presence as a burden instead of a goldmine.In this week’s episode, Max and Jonas discuss why you should invest in CEO content consistently, how to get started and how you can get the help you need to make this content marketing

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28:57

HoD S3E6 - Brand over acquisition

House of Demand ·

2025/08/15

S3E6 - Brand over acquisitionInvesting in brand and demand generation might seem scary. It’s a long-term marketing game that requires runway and strong conviction. The early stages can feel like you’re pouring effort and budget into a black box. But if you invest in brand and demand generation consistently, you maximize your chances at becoming market leader.In this episode of House of Demand, Max and Jonas discuss why it‘s crucial to consider investing in brand marketing early on, why you

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30:17

HoD S3E5 - Magic of the moment

House of Demand ·

2025/08/08

S3E5 - Magic of the moment‘The moment’ is the thing that is happening, right now. The thing that is relevant and urgent. There’s something magical about tapping into that moment in your B2B marketing campaigns. It's something you see happen at scale in consumer marketing. Call it trends. Call it the hype cycle. But we see these same trends happen in B2B marketing, too. Yet, more often than not, B2B marketers struggle to tap into ‘the moment’.In this episode of House of Demand, Max and Jonas

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26:58

HoD S3E4 - Employee-led growth

House of Demand ·

2025/08/01

S3E4 - Employee-led growthThere‘s a bunch of these terms in marketing, each with their own flavor and philosophy: product-led, sales-led, founder-led, etc. The latest buzzword: employee-led growth. What that means is pretty self-explanatory: businesses leaning into employees and those employees’ personal brands for growth. In this episode of House of Demand, Max and Jonas discuss what they consider ”employee-led growth”, what the benefits and downsides of this strategy are, and what you

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28:42

HoD S3E3 - The AI era marketing mix

House of Demand ·

2025/07/25

S3E3 - The AI era marketing mixThe mix of marketing channels you should invest in isn’t static. This mix is always changing. And right now, it's changing significantly, and fast, under the influence of AI tools being used for search and discovery. Some marketing channels are becoming more important than ever. Others are becoming less relevant, instead. In this episode of House of Demand, Max and Jonas discuss the AI era marketing mix in great detail. How much should you invest in

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32:07

HoD S3E2 - Focus on trust over traffic

House of Demand ·

2025/07/18

S3E2 - Focus on trust over trafficObsessing over traffic just incentivizes marketers to prioritize shady traffic generation tactics. Meanwhile, 44% of B2B buyers are highly relationship-oriented and ask peers for recommendations. And while executives think prospects trust their companies, only a small percentage actually do.In this episode of House of Demand, Max and Jonas discuss why you should focus on building trust, how you do it, and what programs you should focus on. But also how you

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30:15

HoD S3E1 - Attention vs. attribution

House of Demand ·

2025/07/11

S3E1 - Attention vs. attributionIn B2B SaaS marketing, attention could be interpreted as: getting in front of the right people with interesting stuff. Attribution could be interpreted as the process of identifying which marketing touch points or channels contributed to a desired business outcome.In this episode of House of Demand, Max and Jonas discuss how you should approach capturing your audience‘s attention, why you need a strong offer, and what the future of B2B SaaS marketing

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31:50

HoD S2E23 - De ROI van social content

House of Demand ·

2024/06/28

S2E23 - De ROI van social contentROI: je steekt ergens tijd en/of geld in, en daar wil je iets voor terug, het liefste omzet. Keiharde euros. Maar hoe zit het met de ROI van social content? Denk aan posts op je LinkedIn profiel of bedrijfspagina. Maar ook op YouTube Shorts, of TikTok. In deze aflevering van House of Demand behandelen Max en Jonas hoe je de ROI vraag met betrekking tot social content kan benaderen. Maar ook hoe jij intern het gesprek met management kunt voeren.Luister je

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39:51

HoD S2E22 - Moderne marketing metrics

House of Demand ·

2024/06/21

S2E22 - Moderne marketing metricsWe spenderen tijd en geld aan marketing en het idee is dat we het bedrijf vooruit bewegen. Om grip te krijgen op dit proces wil je het liefste aan de hand van een aantal datapunten kunnen vaststellen of je op de juiste weg zit, of moet bijsturen. Maar laat marketing zich überhaupt wel meten?In deze aflevering van House of Demand behandelen Max en Jonas welke metrics verouderd zijn, welke je moet laten varen, en waar je je in plaats daarvan op zou moeten

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74 results

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