33 - Growing revenue organically through subject matter experts (SMEs) (with James Sutton, Senior Demand Generation Manager at Jiminny)

James Sutton has been working at two of the fastest growing SaaS companies in the UK for the last 4 years, Cognism & Jiminny. In this episode he shares openly why playbooks need to be different dependent on the company you work for and how to make it work regardless. On this episode we talk about:- How to grow revenue through subject matter experts (SMEs)- How to build a paid ads playbook focusing on engagement- Why shifting from lead gen to demand gen too fast might hurt you- What's James biggest learnings from working at both Cognism & Jiminny?🌍 Join our community of 600+ European B2B Marketers on drivingdemand.io.This episode is brought to you by our great partners GetAccept, Sway & N.Rich.