In this episode, Liam is joined by Steffen, CMO and co-founder of DreamData, to unpack one of B2B marketing’s trickiest challenges: how to bridge the gap between awareness and sales readiness without jumping the gun.

They dive into the dilemma of where marketing should focus its energy in the funnel - top, middle, or bottom - and explore what it really takes to turn passive awareness into high-intent engagement.

From AI-led outreach to benchmark reports and one-to-one dinners, it’s a conversation about timing, touchpoints, and finding the sweet spot before the demo.