#167: Why Predictable Revenue Is Killing Your Future Deals (plus how to fix with real Demand Gen) - with VP of Marketing Sam Kuehnle

In this episode, we sat down with Sam Kuehnle, VP of Marketing at Loxo, to uncover why predictable revenue models might be holding your business back. We dive deep into the pitfalls of outdated sales tactics and explore how Loxo's approach to demand generation is driving real results.If you're a B2B marketer looking to align sales and marketing, create meaningful demand, and build lasting relationships with your audience, this episode is for you.Tune in and learn:+ Why churn and burn sales tactics are unsustainable+ How to align marketing and sales around shared goals+ The difference between being data-driven vs. data-informedThis episode is a must-watch for marketers ready to ditch old playbooks and embrace strategies that actually work.-----------------------------------------------------SUBSCRIBE to our channel: https://www.youtube.com/@theb2bplaybookSUBSCRIBE to our newsletter: https://theb2bplaybook.com/newsletter/GET the latest CONTENT: https://theb2bplaybook.com/-----------------------------------------------------00:00:00 The Problem with Predictable Revenue00:01:27 Meet Sam Kuehnle: VP of Marketing at Loxo00:02:37 What is Loxo? Revolutionizing Talent Intelligence00:05:01 Why Loxo Needed Brand Awareness, Not Just Demand00:07:18 The Difference Between Brand Awareness and Demand Creation00:09:23 The Obsession with Quantity Growth Strategies00:12:06 Negative Touch Points: The Hidden Cost of Cold Outreach00:16:10 Why Churn and Burn Tactics Are Unsustainable00:18:20 Building a Consultative Marketing-Sales Relationship00:22:03 Aligning ICPs and Segments Across Teams00:25:20 Sharing Goals: The Secret to Team Collaboration00:30:22 Data-Informed, Not Data-Driven: Shifting the Marketing Mindset00:36:01 How Podcasts and Content Build Brand Affinity00:42:12 Cutting Paid Search: Why Loxo Focused on Efficiency00:47:17 The Power of Speaking to Problems, Not Products-----------------------------------------------------👥 Are you a B2B marketer in a small team??💰 Need to bring in more revenue for your company (so sales and your boss love you??)Get the:🔹 strategy🔹 templates🔹 toolsSo you have everything you need to drive more revenue for your brand.See why other B2B marketers like you love The B2B IncubatorCheck out: https://theb2bplaybook.com/demand-generation-courseS06 E167 - The B2B Playbook#b2b #b2bmarketing #demandgeneration #demandgen #outbound #b2bsaas #revenuemarketing #MarketingStrategy #leadgeneration #b2bcontentmarketing #salesandmarketing