Ep 128 – Logan Lyles, DemandShift – Build a Thought-Leadership Engine that Sells

Featuring: Logan Lyles, DemandShift In episode 128, I sit down with Logan Lyles, founder of DemandShift and longtime B2B sales and marketing pro. Logan’s career has spanned brand side, agency side, and now his own consultancy—giving him a unique perspective on what it really takes to grow pipeline. We unpack his journey from scaling Sweet Fish Media to Inc. 5000 status, building the Agency Life series at Teamwork, and leading growth at Business Builders. Most importantly, Logan shares how he turned disappointing webinar results into a repeatable framework that consistently converts registrations into booked sales calls. If you’ve ever run a webinar that felt like a win… until the dreaded “conversion cliff,” this episode gives you the practical, step-by-step fixes to turn those views into revenue. Key Bytes • Logan explains how most agencies fall into the “conversion cliff” trap—lots of registrants, little pipeline—and the two-part fix that changed everything. • He shares the importance of packaging your expertise into a clear framework that creates a natural next step. • We break down his two-step registration process that boosted webinar conversions by 5–10x. • We compare free vs. paid events, what impacts show-up rates, and which strategy works best for agencies.| • We talk about how webinars double as content engines for thought leadership and trust building. • Logan shares why solopreneurs and 20-person agencies alike can adapt this strategy with the right tech stack. • He opens up about lessons learned in sales—why not every “yes” is worth chasing. Chapters 00:02 Intro to Logan Lyles and Demand Shift 01:14 Logan’s meandering career path from journalism to sales to agency life 03:09 Lessons from scaling Sweet Fish Media and leading growth at Business Builders 06:44 Why referrals aren’t enough for agencies anymore 07:28 The “conversion cliff” of webinars and how Logan fixed it 09:48 The two-step registration process that boosted conversions 5–10x 12:59 Free vs. paid webinars: show rates, signups, and strategy 15:57 Webinars as thought-leadership engines and content machines 19:11 Blending demand gen with brand building for faster sales cycles 23:02 Rethinking webinars: live podcasts, polls, and engagement tactics 27:08 Sales lessons: why not every yes is worth chasing 27:50 Wrap-up and where to find Logan (demandshift.co) Logan Lyles has spent 17 years in B2B sales & marketing, drawing on his journalism background & working both agency- and brand-side in various roles. He has helped multiple agencies scale, including helping lead Sweet Fish Media onto the Inc 5,000 List 2 years in a row & increasing Business Builders monthly email list growth by 580% in 2024. Logan is the founder of DemandShift, a webinar-as-a-service agency, the co-host of the weekly podcast: The Marketing Max Show & a LinkedIn Top Voice. Contact Logan on his website or on LinkedIn.