Why Long-Term Growth Requires More Than Demand

Episode #342: Jan Willem Doornbos, Chief Marketing Officer at Nomentia, explains why sustainable B2B growth starts with strong foundations. He shares how customer outcomes can align sales and marketing around a common direction. Jan Willem also outlines why companies must build trust with future buyers and create distinctive marketing before demand becomes visible. “Our job as marketers is to earn a place on that shortlist before a buyer even raises their hand. We are not just capturing demand; we are creating future demand. It’s tempting to focus only on the 5% who are buying today, but ignoring the 95% is one of the fastest ways to limit your long-term growth.” - Jan Willem Doornbos Jan Willem explains why B2B leaders must build the foundations for growth before attempting to accelerate. He shares practical perspectives on defining the ICP, connecting sales and marketing around customer outcomes, identifying patterns in customer feedback, and building relevance with future buyers. The conversation also explores why bold ideas and a clear point of view help companies stand out before buyers begin evaluating solutions. Follow Jan Willem Doornbos on LinkedIn -   / janwillemdoornbos   Follow Steve MacDonald on LinkedIn -   / stevensmacdonald