GTM News Desk

Network Development Reps, Google Ads, and Demand Gen

We explore headlines from NDR reps to recent trends in Google Ads. And Justin Keller share his insights on building people-first demand generation strategies.

Why B2B Marketing Is Still Boring (And How to Fix It)

In this GTM NewsDesk edition, Mark and Nick unpack how marketers can finally break through the noise—starting with Google’s latest insights on ad trends. The TL;DR? Self-expression wins. Creators like Tim Davidson are building brand affinity not with budget, but bananas and signs. That’s your playbook: Stop selling, start standing for something. Great B2B ads now require personality, cultural hooks, UGC, and yes—humor. Brand storytelling is shifting from “look at us” to “look at our people.”

Then they decode Commsor’s NDR Playbook: a new model where Network Development Reps drive growth by tapping into customer, employee, and partner networks. The play? Layer social selling, evangelism, and creator strategies into your GTM motion. But beware: execution is the bottleneck. Without enablement, it’s just a rebranded SDR.

Finally, demand gen veteran Justin Keller calls out what’s broken: short-termism, spreadsheet addiction, and boring, bottom-funnel creative. His remedy? Treat demand gen like art. Build movements, not just MQLs. Empower your team to play with bad ideas until they spark magic. And most importantly, stop isolating marketing—go-to-market is a team sport, and the CEO sets the tone.

“Successful demand gen has a soul. It’s not just ops—it’s craft.”

EXCLUSIVE CONTENT

Mark Kilens

Mark Kilens is VP of Marketing at EasyLlama and Founder of TACK. TACK modernizes how businesses go-to-market using its proprietary People-first GTM Model. He previously was CMO of Airmeet, VP of Content and Community at Drift, and VP of Marketing and founder of HubSpot Academy. When he’s not working, Mark enjoys plenty of steak and lobster, a round of golf or two, and loves being on snow or in the ocean.