Brand-Demand Synergy and Rethinking MQLs with Matt Lyman, LeanData

The Content Cocktail Hour

"It's that fun balancing act of which one do we want to succeed versus which one is succeeding? And then taking a look and saying, do we need to promote more the one that we want to succeed?" says Matt Lyman, VP of Demand Generation at LeanData

In this episode of The Content Cocktail Hour, Matt Lyman, VP of Demand Generation at LeanData, draws from his diverse background in marketing, project management, and theater to enhance his demand generation and brand-building strategies. We talk about his controversial views on Marketing Qualified Leads (MQLs), discussing why they shouldn’t be the primary KPI, and the role of actionable playbooks in event management. Matt also share his insights on balancing demand generation with brand integration, highlighting effective content strategies, repurposing, and customer engagement.

In this episode, you’ll learn:

• Use MQLs as signals, not primary KPIs. Focus on leads, account interactions, pipeline, and revenue for better performance tracking.
• Efficient demand generation boosts brand visibility, and strong branding enhances demand efforts. Both should work together seamlessly.
• Continuous iteration and repurposing of content, informed by data, can significantly improve engagement. Try different formats to see what resonates best.

Resources:

Connect with Jonathan on LinkedIn: https://www.linkedin.com/in/jonathan-gandolf/

Check out The Juice HQ: https://www.thejuicehq.com/

Connect with Matt on LinkedIn: https://www.linkedin.com/in/mattlyman/

Check out LeanData’s website: https://www.leandata.com/

Timestamps:

(00:00) How brand and demand gen work together for business growth

(03:25) LeanData's approach to efficient marketing

(13:43) The synergy between brand and demand generation

(18:22) The importance of content in deal cycles

(19:28) How to repurpose content for better engagement

(23:24) Leveraging playbooks for strategic positioning

(25:13) Why MQLs aren't dead in B2B marketing