Supermetrics is one of the most successful software companies to come out of the Nordics, growing profitably and quickly to over 50 million euros in ARR (annual recurring revenue). We sat down with Demand Gen Director Edward Ford to discuss how they did it. Learn more: https://generogrowth.com https://www.linkedin.com/in/fordedward/ https://supermetrics.com/ (0:00) Introduction (0:50) Joining Supermetrics (4:20) Why Supermetrics has always focused on profitability (5:33) What is demand generation? (14:02) The business case for long-term marketing investments (19:02) Elevating the Supermetrics brand (24:55) Thought leadership making a strategic shift from product to brand (32:50) Why they launched a podcast (39:38) Rapid fire questions: stop launching new campaigns, building hype internally, and why data-driven marketing can go wrong