B2B marketing and recruitment – what can they learn from each other? | S02E05

What do a recruiter and a B2B marketer have in common? Well, quite a lot! This episode features guests Jildert Huitema and Rogier van Hamburg of ImpactWork. With them, we talk about the latest going on in recruitment marketing, and from that, it turns out it’s pretty similar to B2B marketing! This is what we […]

How do you apply ChatGPT/AI to B2B Marketing? | S02E04

It won’t have escaped your notice – ChatGPT is huge! This software is the best-known example of a set of AI tools that allow all sorts of things to be generated automatically by a machine. But how useful is this for the average B2B marketer? Can you have all your blogs written by ChatGPT from […]

A peek inside the head of a Hubspot Super Admin (EN) | S02E03

In this episode, Bob is the guest of Grant Carlile of the Sprocketeer community. This community was created for and by Hubspot Super Admins around the world. Bob shares his take on marketing automation, how he got into this world and what he finds interesting and fun about it.

Gradient’s Demand Gen Process | S02E01

This is a recording of a meeting between Bob and colleague Mark, about the Demand Gen process that Gradient provides to its clients. Topics covered include: How did we develop this? What’s the thinking behind it? How exactly does it work? What have been our experiences so far? This ‘Fly on the wall’ experience is […]

What’s demand gen: a recap of all of season 1 – Season finale! | S01E10

Happy holidays and a happy new year! In this episode of The Secret inGradient, we summarize everything we have discussed in the past episodes on demand gene. Of course, we will do so in cozy Christmas spirit! We discuss, among other things: We also give you an inside look at our podcast. How do we […]

How do you build a demand engine and keep it running? | S01E09

Essential to a good demand gen strategy is a well-run demand “engine,” an engine that continuously fuels you with fresh, current, educational and valuable content. In this episode, Bob and Jeff discuss what it takes to set up such an engine and keep it running using some cases from our own portfolio. They discuss, among […]

RevOps – The Role of Marketing Automation in Demand Gen | S01E08

Marketing automation has been around for years in the world of B2B marketing. But does it really work as well as once promised? What is the role of marketing automation within demand gen? And how will it change in the future? Bob and Jeff discuss, among other things: This episode is part of a series […]

Changing Search Behavior: Demand Gen and the Role of SEO | S01E07

In this episode, our guest Jerrel Arkes, freelance SEO specialist and host of podcast Inbound4cast, gives his take on the evolution of SEO. We also look at what the role of SEO is within a demand gen strategy, and what the trends in SEO are, such as: This episode is part of a series in […]

Creating the Demand Engine How to come up with a creative concept | S01E06

How do you come up with a creative concept for your #demandgen strategy? A format or capstone within which to convey your message over a longer period of time? We talked about it with one of Gradient’s creatives: Fabian Bijman. Topics covered include: This episode is part of a series of videos in which we […]

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