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.
S3E18 - Timing your positioning
Positioning 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 way around). But also how you should deal with stakeholders, like VCs, managers, customers, your uncle. Additionally, they unpack some examples of positioning, both good and bad.
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Follow us on LinkedIn:
🔊 Unmuted | B2B Marketing (https://www.linkedin.com/company/unmuted-b2b-saas-marketing/)
🚀 Max van den Ingh (https://www.linkedin.com/in/maxvandeningh/)
🖋 Jonas van de Poel (http://www.linkedin.com/comm/mynetwork/discovery-see-all?usecase=PEOPLE_FOLLOWS&followMember=jonas-van-de-poel)
7 Nov 2025
HoD S3E17 - Ads meet buying journey
S3E17 - Ads meet buying journey
What 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 with advertising in B2B SaaS, from planting the seeds early with your “day one” list, to building brand before pipeline, so that when prospects finally show up, they come in as fans. They also share tips, tricks and anecdotes that will help you set up your next ad campaign in a way that respects the modern B2B buying journey.
Are you tuning in?
Follow us on LinkedIn:
🔊 Unmuted | B2B Marketing (https://www.linkedin.com/company/unmuted-b2b-saas-marketing/)
🚀 Max van den Ingh (https://www.linkedin.com/in/maxvandeningh/)
🖋 Jonas van de Poel (http://www.linkedin.com/comm/mynetwork/discovery-see-all?usecase=PEOPLE_FOLLOWS&followMember=jonas-van-de-poel)
31 Oct 2025
HoD S3E16 - When AI is not the right way
S3E16 - When AI is not the right way
People 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 marketing fundamentals like your understanding of the market, and how good taste comes into play. They also list some clear examples of when you should be using AI and examples of when you definitely shouldn’t.
Are you tuning in?
Follow us on LinkedIn:
🔊 Unmuted | B2B Marketing (https://www.linkedin.com/company/unmuted-b2b-saas-marketing/)
🚀 Max van den Ingh (https://www.linkedin.com/in/maxvandeningh/)
🖋 Jonas van de Poel (http://www.linkedin.com/comm/mynetwork/discovery-see-all?usecase=PEOPLE_FOLLOWS&followMember=jonas-van-de-poel)
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