Brewing Success with Tony Uphoff: The Future of Marketing with Demand-as-a-Service

On this very special episode of Pipeline Brew, Matt welcomes Tony Uphoff, CEO of Pipeline 360. Their conversation spans topics such as Tony’s extensive career in tech & media, the transformational potential of Gen AI, and why we might be witnessing a shift away from SaaS orgs as buyers work to untangle themselves from platform overload.

Tony’s experience leading organizations like Thomasnet.com, UBM TechWeb, and Business.com offer the conversation a unique lens on how disruptive technologies reshape industries. This perspective helps him draw parallels between Gen AI and the early days of the internet. Both technologies experienced rapid adoption with their fair share of critics early on. 

Additionally, Matt and Tony discuss critical shifts in business models driven by the millennial workforce and the digital first purchase process. We may no longer be living in a SaaS era as companies begin to lean into simpler service offerings, with Tony advocating for “demand as a service,” or outsourcing marketing complexity to achieve better outcomes. 

Stick around to “What’s On Tap” to hear Tony’s experiences as a grandparent and his first impressions of Matt during a memorable snowy encounter in Boulder. 

—

Guest Bio

Tony Uphoff is Chief Executive Officer of Pipeline360. He also serves as an analyst at Cloud Wars, a technology analyst firm that covers the latest trends and best practices in digital transformation. He additionally serves as an advisor and mentor to several tech and digital media companies. Prior to joining Pipeline360, Uphoff served as President and CEO at Thomasnet.com, where he led the turn around, growth and successful sale of the company to Xometry, a publicly traded, on-demand manufacturing marketplace for $300M in December 2021.

Uphoff has a strong track record of building, growing, and leading tech, data, media, and marketing services companies, with other notable leadership roles at UBM TechWeb, VNU Media, The Hollywood Reporter, InformationWeek and Business.com. 

—

Guest Quotes

“On its own, the internet is just a compute layer. Artificial intelligence is simply a compute layer. It's how you use it. And interestingly enough, one of the things that we've been tracking is that as the mainstreaming of AI takes over. And particularly through Gen AI, you've seen this resurgence of channel partners. Because what a channel partner can often do is, they understand your domain. It's the domain expertise of being able to say, ‘Oh, I know how to apply Gen AI to a demand gen business. Here's how you would do it.’”

“We believe that there's an interesting from/to shift that's taking place here that companies are gonna start to move away from licensed platforms. They wanna strip out the complexity and what they're looking for is really outcomes. They want a service. 'I don't want to license another platform. I want the outcome of what that platform should be delivering for me.’ In our part of the world, demand generation, we think of this as ‘demand as a service.’”

“There's a high degree of risk in a B2B purchase. Very different than most consumers, most retail products. There's not that much risk if I end up buying the wrong shirt or I end up buying the wrong soda, right? If I sign up for the wrong B2B service and I make a decision on behalf of my company that's wrong, I could be risking my job. So understanding the type of content that is going to not just engage somebody, but to give them the confidence to take the next step. To give them an understanding of both your brand and your offering simultaneously. That I think is really where content needs to go.”

—

Time Stamps 

00:00 - Episode Start

01:14 - Ice Breaker

02:29 Tony's Career Journey

04:47 The Impact of Technology on Business

07:07 The Rise of Gen AI

13:35 The Future of B2B Digital Marketing

20:36 Evolution of Software as a Service

21:18 Service as Software: A New Paradigm

21:34 Demand as a Service and AI Integration

24:37 The Role of Content in B2B Marketing

30:51 Balancing Efficiency and Effectiveness in Marketing

35:37 What’s On Tap

—

Links

• Connect with Tony Uphoff on LinkedIn
• Connect with Matt Hummel on LinkedIn
• Check out Pipeline360