What’s really happening in the B2B marketing world right now? We pull back the cover in this episode of Demand Gen U, featuring Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, with a brand new job title – Head of Product Innovation at Metadata. Silvio and Mark chat about what’s changing in the B2B marketing space, the challenges of promoting free trials, what type of content goes viral, and design tips for ads. Find out: How to measure marketing success in the B2B worldWhy many brands take the wrong approach with their content Why authentic content is king right now For more insights into how the B2B marketing world is changing, tune in to the full episode. 0:00 – 0:38 Intro 0:38 – 5:09 Silvio reveals his new role at Metadata 5:09 – 8:06 Why brands are moving towards awareness-based advertising 8:06 – 12:33 The biggest mistake brands make when shifting to awareness-based advertising 12:33 – 16:35 How to measure the impact of awareness-based advertising 16:35 – 21:09 Why it’s so hard to drive free trials 21:10 – 28:13 Should you use incentivized demos? 28:13 – 35:47 Why authentic advertising is king 35:47 – 38:04 Silvio’s design tips for social media advertising 38:05 – 41:57 Why Metadata decided to launch a demand gen community 41:57 – 43:04 Outro