About Demand Geniuses: Revenue-Driven B2B Marketing
Demand-Geniuses is the podcast for revenue-focused B2B Marketers. We bring you the latest insights and expert tips, interviewing geniuses of the B2B Marketing world to bring you actionable advice that you can implement to accelerate growth and progress you career. The role of Marketing in B2B go-to-market strategy has changed drastically. It's more important to revenue generation than ever as buyer engagement becomes more digital. We equip you with the information you need to thrive in this new, revenue-critical role.
Jess Cook is the VP of Marketing at Vector, the contact-level advertising platform that helps B2B teams reach the specific people inside their target accounts who are actually in market. She joins the show to trace her path from 15 years of B2C copywriting on brands like McDonald's, Pop Tarts, and Frosted Flakes into B2B marketing leadership. She makes the case for brand as the thing that actually drives demand, sharing how Vector ran its first year almost entirely on organic and inbound, why the team optimizes for likability and shareability, and how brand now shapes everything from wild CTV ads to how the company shows up in AI answers.
Tune in to this episode as we explore:
(00:53) Jess Cook's path from B2C copywriting to B2B marketing leadership
(03:19) What to learn and unlearn stepping into a VP of Marketing role
(06:52) Contact-level advertising explained: getting a level deeper than ABM
(09:51) Re-education over category creation: optimizing for likability and shareability
(15:19) Turning CEO one-on-ones into a podcast and sarcastic LinkedIn personas
(22:06) Data-driven sameness, AI, and hiring people who want to stand out
(31:26) The surround sound campaign and 40% lifts in traffic and pipeline
(38:19) Why brand permeates every customer touchpoint
(40:08) Showing up in AI answers with positive sentiment
(43:43) Quickfire: AI tools, the video-production edge, and a community pick
Links mentioned in this episode:
Jess Cook on LinkedIn: https://www.linkedin.com/in/jesscook-contentmarketing/ (https://www.linkedin.com/in/jesscook-contentmarketing/)
Vector: https://www.vector.co/ (https://www.vector.co/)
This Meeting Could Have Been a Podcast: https://open.spotify.com/show/2sB6JDR0wQOYT0XLEwaQrS (https://open.spotify.com/show/2sB6JDR0wQOYT0XLEwaQrS)
Ogilvy on Advertising by David Ogilvy: https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X (https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X)
Dreamdata: https://dreamdata.io/ (https://dreamdata.io/)
Exit Five: https://exitfive.com/ (https://exitfive.com/)
23 Jun 2026
Neil Patel: $20M Super Bowl Spend, Little Growth (Minisode)
Neil Patel, Co-Founder at Neil Patel Digital explains why most marketers are spending time and money on the wrong things. From Super Bowl ads that move the needle for almost no one, to AI tools that look impressive but drive zero revenue, Neil cuts through the noise and gets to what actually grows a business.
In this minisode, we explore:
(00:00) The uncomfortable truth about AI adoption - everyone uses it, almost no one profits from it
(01:15) Vanity traffic vs. revenue traffic: why 600K monthly visitors can be completely worthless
(04:30) The content shift that took NP Digital from 5M to 36M+ in revenue
(08:11) Super Bowl ads, Olympic spots, 20M+ in spend
(10:19) What actually drives word of mouth
Listen to the full episode here: https://open.spotify.com/episode/50KwaYQgQOEquNjXnKWGtS (https://open.spotify.com/episode/50KwaYQgQOEquNjXnKWGtS)
16 Jun 2026
CMO Jillian Als: Rebranding in the age of AI
Jillian Als is the CMO at Leadfeeder, the website visitor identification platform that recently consolidated its brand away from Dealfront. She joins the show to walk through what it actually takes to pull off a rebrand in a single quarter, why purpose work matters more than colours and fonts, and how she's rethinking paid search, AI's role in marketing, and what marketers should own in a world where every channel feels noisier. Along the way she shares hard-won lessons from a startup bankruptcy, why she banned AI from her team's early narrative work, and where she thinks human judgment still beats the machines.
Tune in to this episode as we explore:
(03:05) Inside a startup bankruptcy and the early warning signs Jillian missed
(09:07) Why Leadfeeder dropped the Dealfront name and rebranded in a single quarter
(14:39) Defining mission, purpose, and vision from the outside as a new CMO
(18:31) Getting brand narrative to seep through the organisation
(20:30) Why she banned AI from the early narrative work
(23:10) The manual / AI-assist / fully agentic spectrum for marketing tasks
(25:36) Advice for marketers feeling pressure from above to deliver AI's promises
(26:57) Building the new website for LLMs and an MCP server in the works
(32:03) Paid search scepticism and why "be everywhere" prevents compounding
(39:10) Retention as a team sport and marketing's role beyond closed-won
(40:39) Quickfire: AI for slides, problem-solving as a career skill, and a PR-shaped big bet
Links:
Jillian Als on LinkedIn: https://www.linkedin.com/in/jillianals/ (https://www.linkedin.com/in/jillianals/)
Leadfeeder: https://www.leadfeeder.com/ (https://www.leadfeeder.com/)
Unreasonable Hospitality by Will Guidara: https://www.penguin.co.uk/books/462487/unreasonable-hospitality-by-guidara-will/9781529146837 (https://www.penguin.co.uk/books/462487/unreasonable-hospitality-by-guidara-will/9781529146837)
Who has been a guest on Demand Geniuses: Revenue-Driven B2B Marketing
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Liam Bartholomew
Esther Dawson
Lee Densmer
Dave Boyce
Stefan Maritz
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