This episode of Paris Talks Marketing delves into the strategies behind demand generation versus lead generation, particularly in the competitive SaaS market with Liam Bartholomew, the VP of Marketing at Cognism.  Having been there for the last 4.5 years, he helped the company grow its marketing team from 4 to now over 40 people! Liam is passionate about demand generation and shaking up B2B marketing to move it away from traditional lead gen. Demonstrating how we can all do more fun, advanced and buyer centric marketing. In his conversation with Paris he shares his thoughts on ungating content, targeting specific bottom-of-funnel keywords and utilizing competitor comparisons to capture high-intent traffic. The two also discuss the evolving landscape of content marketing in the face of AI and strategies to adapt and thrive in a crowded and competitive digital market. -- Links: https://www.linkedin.com/in/liam-bartholomew-90004b83/ https://www.cognism.com More about: Explore: https://hop.online/ Connect with Paris Childress, the Host: https://www.linkedin.com/in/parischildress/ Subscribe for more insightful episodes: https://paristalksmarketing.transistor.fm/ -- Timestamps: 00:00 Introduction 02:40 The Evolution of Cognism's Marketing Team 05:27 Cognism's Unique Position in the Sales Intelligence Market 07:29 Navigating GDPR and Data Utilization Strategies 09:25 Why You Should Ungate Content and Its Impact 13:20 The Future of Content Marketing in the AI Era 20:57 Demand Gen vs. Lead Gen 27:23 Capturing High-Intent Traffic and Leveraging Competitor Analysis 36:01 Final Thoughts