In this episode, we get into what demand gen actually looks like at true enterprise scale — the organizational structure, the metrics that matter to leadership, and why the playbook that worked two years ago is quietly falling apart.

We cover:

• How Salesforce's V2MOM framework created alignment from Marc Benioff all the way down to the front line
• The "STEAM" model SAP uses to run programmatic outbound at scale
• Why a Swiss insurance company complained that they didn't know who to talk to at SAP anymore — and what that broke open internally
• Why email-heavy sequences are dying, especially in Europe, and what's replacing them
• The "dairy farmer in Istanbul" — Korstiaan's shorthand for what great personalization actually requires
• Where AI is genuinely moving the needle in demand gen, and where it's still more hype than reality
• The three things that have stayed constant about great demand gen across every era, company, and channel

If you want to understand what it takes to build a demand gen machine that holds up at real scale, this one's worth your time.

Find Korstiaan on LinkedIn: https://www.linkedin.com/in/korstiaanhardam/

Beyond the Dashboard is a Yirla podcast. Yirla is an AI platform that unifies your paid campaigns, finds wasted budget, and tells you exactly where to move it. Try it out at http://yirla.com

In this episode, Yirla founder Scott Schnaars sits down with Jason Seeba, CMO of OneSignal, to talk about what's actually changing in B2B go-to-market — and what most marketing leaders are getting wrong about it.

Jason has built growth engines at Bloomreach, Eightfold, MParticle, and Session AI, and advised companies like Clari, OfferFit, and LeadSpace. This conversation covers AI-driven GTM, the death of MQLs, why mass outreach is a losing strategy, and where human judgment still wins in an agent-powered world.

If you're a demand gen leader, CMO, or founder trying to build a modern marketing engine — this one's for you.

What You'll Learn

• Why the traditional B2B marketing playbook is no longer enough
• How AI agents are replacing SDR workflows — and what that means for your team
• Why MQLs are just a notification threshold — and what to measure instead
• How the CMO/CRO relationship directly drives revenue
• What the best first marketing hire looks like today
• How product discovery is shifting from Google to LLMs

Timestamps

• 00:00 — Introduction & Jason's background
• 01:32 — Lessons from Dynamic Signal: product-market fit and pipeline
• 03:36 — Moving beyond MQLs to revenue accountability
• 04:54 — Being an early adopter: from high school radio to AI workflows
• 07:37 — Why personalization at scale is breaking outbound
• 09:47 — How to evaluate early-stage MarTech for real value
• 13:08 — What Jason looks for before joining a new company
• 15:45 — How to uncover true customer pain as a marketer
• 18:13 — What's actually changing with AI — vs. what people think
• 21:13 — GTM mistakes Jason sees most often at startups
• 24:22 — Who to hire first: brand, demand gen, or ops?
• 27:08 — Volume outreach vs. hyper-personalization
• 33:08 — Where human judgment still wins
• 39:55 — Building a great CMO/CRO relationship
• 42:20 — The hardest part of being a CMO right now
• 47:00 — What Jason wishes he knew earlier in his career

Connect with Jason Seeba onesignal.com | LinkedIn | seeba.net

Connect with Scott & Yirla yirla.com | LinkedIn

Beyond the Dashboard is for B2B demand gen professionals who want real talk on paid media, pipeline, and go-to-market strategy. Hosted by Scott Schnaars, founder of Yirla — the AI platform that consolidates your paid campaigns, finds wasted budget, and tells you exactly where to move it.

Want to see your paid campaign data in one place? Visit yirla.com.

Dots shares insights on leveraging LinkedIn for marketing, common mistakes in demand generation, and the impact of AI on marketing strategies. He emphasizes the need for alignment within marketing teams and the significance of closed one revenue as a key performance indicator.

Key Takeaways

• Dots Oyebolu transitioned from computer science to marketing, driven by a passion for connecting with people.
• The StrategyMaker framework integrates market intelligence, brand positioning, and growth strategies.
• A fractional CMO should bridge the gap between demand generation and brand strategy.
• Understanding the job to be done is crucial for effective marketing.
• B2B and B2C marketing strategies are increasingly overlapping.
• 90 days is a critical timeframe for assessing marketing strategies' effectiveness.
• Digital maturity is often low in organizations, impacting marketing effectiveness.
• LinkedIn can provide better ROI when focusing on closed deals rather than leads.
• AI can enhance marketing efficiency but requires careful parameter management.

Closed one revenue should be prioritized over pipeline metrics in marketing.

Chapters

00:00 Introduction to Marketing and AI

01:20 Dots Oyebolu's Journey into Marketing

04:32 The Role of a Fractional CMO

07:59 Navigating Marketing Opinions and Strategies

10:36 The Blurring Lines of B2B and B2C Marketing

13:59 Understanding the StrategyMaker Framework

19:26 The 90-Day Transformation as a Fractional CMO

22:17 Identifying Opportunities in Marketing Audits

26:09 Understanding the Job to Be Done

27:01 The Power of Specificity in Marketing

29:28 The Importance of Alignment in Teams

30:44 Understanding LinkedIn Advertising

33:17 The Evolution of Video Marketing

36:07 Common Mistakes in Demand Generation

38:18 Shifts in B2B Marketing Strategies

41:15 The Role of Revenue Operations

45:01 AI's Impact on Marketing Practices

47:29 Insights from Top Marketers

49:39 Lessons Learned in Marketing

Summary

In this episode of Beyond the Dashboard, Scott Schnaars interviews Katerina Fotiadi, Head of Demand Gen at SE Ranking. They discuss the nuances of demand generation, the importance of quick adaptation in marketing campaigns, and the role of AI in reshaping marketing strategies. Katerina shares insights on measuring campaign success, engaging with communities for feedback, and the evolving landscape of content strategy in the age of AI. The conversation also touches on regional differences in PPC strategies and the importance of personalized best practices in demand generation.

Chapters

00:00 Introduction to Demand Generation and PPC Background

02:54 Successful Campaign Strategies and Quick Adaptation

05:41 Measuring Campaign Success and Metrics

08:45 Community Engagement and Customer Feedback

11:40 Sales Alignment and Communication

14:21 Creative Fatigue and Ad Refresh Strategies

17:06 The Impact of AI on Demand Generation

20:08 Navigating Regional Differences in PPC

22:42 The Evolution of Content Strategy

25:45 AI's Role in Speeding Up Demand Generation

28:20 Best Practices in Demand Generation

In this episode of Beyond the Dashboard, Scott Schnaars interviews Divya Giritharan, a demand generation leader at Appen. They discuss the evolution of marketing metrics from lead volume to pipeline ownership, the importance of integrated campaigns, and how to effectively communicate marketing impact to executives.

Divya shares her insights on creating measurable and repeatable marketing strategies, balancing top-of-funnel activities with revenue goals, and the significance of alignment between sales and marketing teams. The conversation emphasizes the need for clarity in communication and the importance of focusing on outcomes rather than vanity metrics.

Takeaways

• Engineering trains me to reject anything unmeasurable.
• Leads are not the same as progress.
• Pipeline ownership makes marketing feel like the main character.
• Focus on quality of leads over quantity.
• Integrated campaigns create coordinated pressure inside accounts.
• Attribution fails in handoffs, not in execution.
• Keep executive updates simple and focused on outcomes.
• Treat performance shifts like weather, not identity.
• Avoid drowning executives in dashboards.
• Systems compound; marketing is about probability engineering.

Chapters

00:00 Introduction to Demand Generation and Marketing Accountability

02:46 The Importance of Measurable and Repeatable Marketing

05:38 Shifting Focus from Leads to Pipeline Ownership

08:47 Balancing Top of Funnel and Revenue Metrics

11:36 Integrated Campaigns: A Strategic Approach

14:22 Navigating Challenges in Integrated Campaigns

17:30 Attribution and Proving Impact to Leadership

20:09 Simplifying Executive Updates

22:55 Managing Performance Conversations with Executives

26:08 Teaching Demand Generation: Key Insights

28:28 Evolving Perspectives on Demand Generation

In this episode of Beyond the Dashboard, Scott Schnaars interviews Sherry Prescott-Willis, a seasoned B2B marketing executive, about the evolving landscape of demand generation and growth marketing.

They discuss the importance of planning and metrics, the challenges of managing sales cycles, and the need for effective communication between sales and marketing teams. Sherry shares insights on creative fatigue in campaigns, the significance of sales feedback, and a successful case study of an ABM strategy that significantly increased pipeline.

The conversation also touches on the future of demand generation with AI integration and the potential pitfalls of overestimating AI's capabilities. Sherry emphasizes the importance of trust and engagement in marketing and the necessity of having a backup plan for campaigns.

Takeaways

• Planning and metrics are essential for demand generation success.
• Sales cycles can significantly impact revenue timing.
• Creative fatigue can hinder campaign effectiveness.
• Sales feedback is crucial for refining marketing strategies.
• Ineffective advertising can lead to wasted budget and missed opportunities.
• Integrating sales and marketing efforts can drive better results.
• ABM can lead to substantial increases in pipeline when executed well.
• AI will play a central role in future demand generation strategies.
• Trust and engagement will become key metrics in marketing.
• Having a backup plan is vital for adapting to changing market conditions.

Takeaways

• AI in advertising
• Manual reporting process
• Creative fatigue

Chapters

• 00:00 Introduction to B2B Marketing
• 05:21 Audience Shift and Campaign Performance
• 11:18 Handling Campaign Failures
• 17:28 Expensive Lessons in Budget Allocation
• 22:39 Need for Comprehensive Ad Channel Tool