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In part two of our deep-dive with Liam Bartholomew from Cognism, we go beyond theory and unpack how brand and demand gen can (and must) work together — especially in high-growth environments.

We explore:

Why most teams get the sequence wrong: building the brand after capturing leads
How Cognism structures brand ownership across content, product marketing and leadership
The difference between scaling broad awareness and going deep with the right audience
Why treating SEO and LinkedIn as brand—not performance—channels is now critical
How to use a content engine and messaging hierarchy to stay aligned and avoid “random acts of content”
Measurement frameworks that tie content and demand back to revenue impact

Liam also shares hard-earned lessons from Cognism’s journey from 50 to 500 people, and why brand reach without relevance is a fast track to burnout and missed goals.

This one is a must-listen for any startup marketer trying to turn theory into execution — and make brand actually drive pipeline.

Check out the ungated Demand Gen Playbook from Cognism for more.