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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
[00:00:00]
[00:00:10] Rachel Elsts Downey: Marketers everywhere are thinking about what it takes to drive demand because digital fatigue is real. Decision making is harder. There's more information coming at us every single day. It feels like a cacophony of just constant noise. So the brands that are winning, they're showing up offline, not just online.
[00:00:30] So I called my friend Charlie Riley, because I had a question in mind. He's the head of marketing at OneScreen, and he's got a front row seat to how out of home advertising and in-person events are changing the game. They're helping brands build relationships, shorten sales cycles, and create demand that sticks.
[00:00:51] His perspective is a timely reminder. 'Cause growth doesn't just happen online. It happens when you meet your audience where they are. So I called him when I was curious about the smartest way to drive demand in B2B. Here's what he had to say.
[00:01:06]
[00:01:16] Charlie Riley: Hey Rachel, I got your voicemail about what's driving demand in B2B? Great question. Happy to chat more on that when you call me back, but two things that we've seen driving demand so far in 2025, and they all revolve around being three dimensional.
[00:01:30] Events are having their moment. Everyone's talking about, you know, getting out in the real world, seeing people, but we've seen true value from that and actual business coming from when we show up in person.
[00:01:41] So you've got the big events, it's now event season. You've got Inbound, you've got Salesforce events, you've got all these different huge, large events. But then there's the smaller ones, the drives, winter, spring, all these different smaller ones that are probably 250 marketers or less. You see 'em niche down too in other industries. We work with a lot of companies that wanna wrap some out-of-home inventory around an event, and they see really great interaction with that. But just seeing people in person and having the conversations with someone you may have known on LinkedIn forever, but you've never seen in person. It adds a layer of touch there. We've seen shorter sales cycles. We've just had great conversations with other marketers when we get to talk with 'em in person.
[00:02:20] The other thing that we've seen really great demand drive from is what we do at OneScreen which is helping brands use out-of-home advertising to compliment their digital marketing.
[00:02:29] You can't turn out-of-home ads off people. You know, digital fatigue is real, we've seen really great activity when marketers are utilizing out-of-home as a compliment to that in the real world. It's a unique way to have a cool canvas to tell your story visually.
[00:02:44] So those are two things that I think we've seen the most opportunities with from a demand standpoint in 2025, obviously using other channels as well, but from an ROI standpoint, out-of-home advertising and events by showing up, by running our own events, we've just seen great response from those.
[00:03:00] So, Rachel, gimme a call back or text me back. Happy to talk more about this, but those are the two things that I've seen the most demand from in 2025. I'm really excited to hear more about what you're seeing.