# Shifting From Lead To Demand Gen with Liam Bartholomew of Cognism

> In this episode of Confessions Of A B2B Marketer, I'm joined by B2B SEO and content wizard Brendan Hufford of Growth Sprints.

Source: https://www.fame.so/post/shifting-from-lead-to-demand-gen-with-liam-bartholomew-of-cognism  ·  Tom Hunt  ·  February 4, 2024

## Key takeaways

- Cognism pivoted from lead to demand generation by ungating content and utilizing paid social.
- The company has doubled down on content distribution as a key strategy.
- Running paid social has been a crucial aspect of Cognism's successful demand generation approach.

In this episode of Confessions Of A B2B Marketer, I'm joined by Global Head of [Demand Generation](https://learn.fame.so/glossary/demand-generation) Liam Bartholomew of Cognism.

We get Liam to explain how Cognism pivoted from lead to demand gen through ungating everything, running paid social and how/why they have doubled down on content distribution.‍

- Follow[Liam on LinkedIn](https://www.linkedin.com/in/liam-bartholomew-90004b83)
- Check out [Cognism](https://www.cognism.com)
- Join the [ALL IN Community](https://allinhouse.co)‍
- Check out our awesome sponsor [Ahrefs Webmaster Tools](https://ahrefs.com/webmaster-tools)[‍](https://ahrefs.com/webmaster-tools?utm_medium=podcast&utm_source=bcast&utm_campaign=confessions-of-a-b2b-marketer?utm_medium=podcast&utm_source=bcast&utm_campaign=confessions-of-a-b2b-marketer)

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