Uncut B2B Marketing

Chapter 1: How demand gen actually works

Unmuted — Mon, 19 Jan 2026 02:46:27 -0800

Before you touch channels, content, or campaigns, you need a foundation that doesn’t collapse after the first quarter. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down what demand generation actually is (and isn’t), why the LinkedIn “wins” are rarely plug-and-play, and why most teams get stuck in the messy middle with no idea where to start. Think principles, not playbooks. Because slapping “demand gen” on lead gen and obsessing over spreadsheet metrics is still just expensive experimentation.

Chapter 2: What a strong ICP actually looks like

Unmuted — Mon, 19 Jan 2026 02:46:49 -0800

We can sell to everyone”… famous last words. On this episode of Uncut, Jasper Degreef, Jasper Hissink and Ted van den Berg unpack what an ICP actually is (spoiler: it’s a company profile, not a persona), why it’s the fastest way to create focus across marketing, sales and product, and how to translate it into a target account list that everyone can agree on. No vague firmographics. Just a disciplined approach that prevents shiny object syndrome, product sprawl and churn disguised as “growth.

Chapter 3: How to choose the right market to compete in

Unmuted — Mon, 19 Jan 2026 02:46:58 -0800

Great demand gen starts with understanding the playing field, not default expansion plans or surface-level competitor scans. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down how to assess categories, competitors, buying power and white space, and how to tell if there’s actually room for you to win. Because skipping market research doesn’t make you faster, it just makes your mistakes more expensive.

Chapter 4: From assumptions to real customer insight

Unmuted — Thu, 29 Jan 2026 11:25:20 -0800

Your customers are already telling you what to do. Most teams just aren’t listening. In this episode, Jasper Degreef, Jasper Hissink, and Ted van den Berg break down how to get real intel on pains, buying triggers, decision psychology, and the language customers actually use. We cover how to make customer research a continuous habit (not a one-off project) and why skipping it leads to vanilla messaging, wasted channels and marketing the wrong problem… then acting surprised when nobody cares.

Chapter 5: How to position your product so buyers choose you

Unmuted — Fri, 13 Feb 2026 07:12:11 -0800

If buyers keep comparing you on features and price, you haven’t claimed a market position. In this episode, Jasper de Greef, Jasper Hissink and Ted van den Berg break down what positioning really is (and what it’s not), how to define who you’re for / what you replace / why you win and how to turn that into messaging your whole company can consistently repeat. Plus, we’ll cover the common traps like hiding behind “increase revenue” goals, mistaking a tagline for strategy or turning positioning into a never-ending exercise.

Chapter 6: The anatomy of a high-converting B2B SaaS website

Unmuted — Thu, 19 Feb 2026 23:34:18 -0800

Your website isn’t a brochure. It’s your 24/7 sales rep and the place where all your “demand gen work” gets tested. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg break down what a B2B SaaS website is actually supposed to do (capture demand, educate buyers and qualify you as much as them), why “optimize for conversions” often backfires, and how to build a V1 that ships fast without turning into a 6-month rebrand project. We cover homepage essentials, how social proof should look in 2026, and when Webflow vs. HubSpot CMS vs. Framer actually makes sense.

Chapter 7: What account-based intelligence looks like in practice

Unmuted — Mon, 09 Mar 2026 02:54:45 -0700

Marketing reports on traffic and MQLs. Sales counts deals. Leadership wants a forecast. Nobody's looking at the same number. In this episode, Jasper Degreef, Jasper Hissink and Ted van den Berg dig into account-based intelligence: one view of where your target accounts sit in the buying journey, built on behavior, not form fills. We cover how to define stages, what signals to track, the tooling stack that makes it work, and why rallying marketing, sales and leadership around a single metric rewires how your go-to-market team operates.