Demand Gen Confidential

Logan Rivenes

🎙 Demand Gen Confidential is the marketing podcast where your host - Logan Rivenes - will be talking with some of the most progressive marketers out there. Diving deep into marketing tactics, and discovering what’s actually working, to help you become a better marketer. In each episode, you'll walk away with actionable insights and a new perspective.

Episodes

  1. 12/15/2025

    Why Your Demand Gen Engine Is Stalling w/ Tim Fitzpatrick

    Your demand gen engine isn’t broken. It’s stalling. In this episode of Demand Gen Confidential, I sit down with Tim Fitzpatrick, fractional CMO and marketing strategist, to diagnose why so many demand gen programs feel busy, but fail to create revenue impact. Marketing teams don’t have a tactics problem. They have a strategy gap. We break down the most common reasons demand gen engines stall, and how leaders can spot the warning signs early, before wasted spend, misaligned teams, and pipeline frustration set in. In this episode, you’ll learn: Why activity is often mistaken for progress in demand genThe three strategic inputs every demand gen engine needs to runHow unclear ICPs quietly sabotage campaignsWhy most messaging talks about the company instead of customer painHow strategy should connect to execution (and who needs to own it)What demand gen leaders must evolve as channels, teams, and expectations change If you’re launching campaigns, tracking metrics, and pushing volume, but still asking “Why isn’t this working?”, this episode will help you pinpoint exactly where your engine is stalling. Strategy before tactics. Always. Episode Chapters: 00:00 | Introduction to Demand Gen Confidential00:16 | Meet Tim Fitzpatrick: Marketing Strategist01:59 | The Importance of Marketing Strategy04:10 | Defining Your Ideal Client10:18 | Creating an Ideal Client GPS15:31 | Challenges in Targeting Specific Markets20:13 | Navigating Market Entry and Strategy Validation21:45 | The Importance of Testing in Marketing22:06 | Engaging with Prospects and Clients22:48 | Effective Messaging Strategies26:52 | Leveraging AI for Marketing Insights29:32 | Connecting Strategy to Tactics30:20 | The Role of Strategic Leadership in Marketing34:59 | Implementing and Executing Marketing Plans39:10 | Starting with Existing Clients40:49 | Final Thoughts and Closing Remarks Connect with Tim: https://www.linkedin.com/in/timpfitzpatrick/ Rialto Marketing: https://www.rialtomarketing.com/

    42 min
  2. 12/05/2025

    Attribution, AI & Authenticity: The Future of Marketing w/ Jenn Stein

    What do bread baking, brisket, and B2B marketing have in common? More than you think. In this episode of Demand Gen Confidential, Jenn Stein joins to talk about what’s working in modern marketing, from building trust with your audience to aligning attribution models that executives believe in. You’ll hear: Why “Content is King” doesn’t mean what it used to. How to move from behavior-level metrics to revenue-level attribution. The right way to use AI — as a creative accelerator, not a replacement. The importance of human connection and brand voice in an AI-driven world. Why the best marketers test fast, think long-term, and build internal buy-in first. Jenn brings a cross-industry perspective shaped by experience across SaaS, hospitality, and healthcare, with real examples. 🎧 Tune in for a mix of creative, strategic, and human insights on what it means to be a marketer today. Chapters 00:00 | Intro to Demand Gen Confidential00:15 | Bread Baking, Brisket & The Art of Patience 04:44 | Meet Jenn Stein: A Marketer Across Industries 07:16 | Why “Content is King” Is Evolving 11:48 | Standing Out in a Saturated Market 13:10 | Distribution > Creation: The Real Content Advantage16:17 | Quick Wins vs. Scalable Marketing Plays 18:00 | Attribution: The Million-Dollar Problem 18:56 | Getting Sales & Finance Aligned on Reporting 21:05 | Why One Attribution Model Never Fits All 24:08 | AI in Marketing: Tool, Not Savior 27:01 | Prompt Writing & Spotting AI Hallucinations 31:33 | Evolving Skill Sets in the Age of AI 33:45 | How to Balance Attribution, Content & AI 34:38 | Closing Thoughts & Where to Find Jenn Connect with Jenn on LinkedIn: https://www.linkedin.com/in/jzbailey/

    35 min
  3. 11/20/2025

    The ABM Long Game: Signals, Multithreading, and Cross-Functional Execution

    ABM isn’t a fancier way to run targeted demand gen. If you treat it that way, it fails. In this episode, Kristina Jaramillo of Personal ABM breaks down what true one-to-one looks like, when you’re actually ready to go up-market, and why ABM should start with customers to drive expansion before net-new.  We get into lagging “intent” signals, how to avoid tool-led strategy, what to measure, and the cross-functional rhythms Sales, Marketing, and CS need to progress deals and embed your solution across the account.  If you’ve said “we’re doing ABM” but meant “we uploaded a list,” this one’s for you. We discuss: 00:00 | Welcome + Meet Kristina: A passion for French culture03:28 | ABM strategies: Is your “ABM” just targeted Demand Gen?06:24 | The importance of one-to-one ABM and what’s required11:01 | Start with customers & implementing ABM for expansion and retention17:05 | ABM for new logos: strategies and considerations18:46 | Becoming Embedded: Must-have strategies19:26 | Long-term commitment to ABM20:40 | Cross-functional alignment for success21:13 | What to measure and the importance of NRR and GRR23:01 | Ensuring a consistent customer experience24:59 | How to facilitate effective team collaboration26:53 | Benchmark metrics and internal change management30:26 | Avoiding pitfalls in ABM implementation33:30 | Final thoughts and recommendations Connect with Kristina on LinkedIn: https://www.linkedin.com/in/kristinajaramillo/ or Personal ABM: https://www.personalabm.com/ If you enjoyed this episode, click subscribe below.

    37 min
  4. 09/24/2025

    The marketing squeeze: balancing brand & pipeline w/ Brianna Ruiz

    Marketers are being asked to do more with less and still hit the same (or bigger) goals. In this episode, Brianna Ruiz (Director of Digital Advertising, Closed Loop) lays out how to balance brand and performance when budgets are tight, how to actually measure brand’s lift without magical thinking, and how to use AI as an enhancer, not a replacement for human judgment. We cover: The “big squeeze” and why consistency beats one-off brand bursts. A practical 40/60 split (brand/direct) and when to ratchet up or down. Geo holdouts, blended CAC, and MMM as directional signals—not gospel. Mental availability & the 95/5 rule for staying in the consideration set. Why video outperforms static for storytelling and social discovery. Real-world AI workflows (like building an agent per client) that actually help. What to track when direct traffic declines: branded search & engagement. Chapters 00:00 – Welcome to Demand Gen Confidential 00:15 – Golf, Scholarships, and Career Lessons 04:18 – From the Fairway to Funnels: Shifting Into Marketing 05:03 – The Big Squeeze: Today’s Marketing Challenges 06:30 – The 40/60 Split: Balancing Brand & Performance 22:22 – Beyond the Hype: Where AI Really Fits in Marketing 25:32 – Why Human Connection Still Wins in a Digital-First World 38:54 – Closing Playbook: Brianna’s Key Takeaways Connect with Brianna on LinkedIn (https://www.linkedin.com/in/bri-ruiz/). Or Closed Loop (https://www.closedloop.com/). If this episode helped, subscribe to Demand Gen Confidential and share it with a teammate who owns pipeline this quarter.

    41 min

Ratings & Reviews

5
out of 5
2 Ratings

About

🎙 Demand Gen Confidential is the marketing podcast where your host - Logan Rivenes - will be talking with some of the most progressive marketers out there. Diving deep into marketing tactics, and discovering what’s actually working, to help you become a better marketer. In each episode, you'll walk away with actionable insights and a new perspective.