Stop doing what every marketer thinks they’re supposed to do. And start thinking really hard about what actually works.

In this episode of Demand Gen Confidential, I talk with Austin Sandmeyer of Sendoso about breaking out of the B2B marketing status quo. They killed MQLs, ditched traditional trade shows, and took a risk running a Severance-themed campaign. Austin is a heavy user of AI to empower - not replace - humans. Get the blueprint for intentional, high-impact marketing in today’s profitability era.

If you're a marketer navigating internal buy-in, metrics overload, or the pressure to be everywhere at once, this episode’s for you.

In this episode, we discussed:

• 00:00 - The Joys of Contact Naps
• 07:36 - Meet Austin from Sendoso
• 09:13 - B2B vs B2C: Why Austin Chose Relationships Over Transactions
• 13:27 - Keeping Marketing Weird: Campaigns That Break the Mold
• 17:23 - Innies vs Outties: A Severance-Inspired Strategy
• 20:24 - Getting Campaign Buy-In: Telling the Right Internal Story
• 24:58 - Thinking Hard About Metrics: Ditching MQLs
• 30:02 - Events Reinvented: Ditching Trade Shows for Real Relationships
• 42:19 - AI in Marketing: Automate the Mundane, Human the Valuable

Connect with Austin on LinkedIn.

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