Frenemies - Where growth meets reality
Welcome to Frenemies - the podcast where growth meets reality. Julia Hartwig believes that the B2B system is broken and that strategy and execution don't have to be disconnected. At the center of Frenemies stands one goal: uncovering the alignment trap most SaaS companies face within their go-to-market functions.
That's why Julia sits down with a guest every second week to uncover the key topics driving alignment and industry news.
Frenemies - Where growth meets reality
#39 Signal Over Noise with Jillian Als, Leadfeeder
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Most B2B companies are drowning in signals right now. The question is whether they can tell which ones actually matter.
In this episode of Frenemies, Julia sits down with Jillian Als, CMO of Leadfeeder: a platform that identifies who is visiting your website before a buyer has raised their hand. Jillian recently led Leadfeeder through a full rebrand from Dealfront back to Leadfeeder, published a major study on AI adoption across Europe, and is navigating the shift in B2B buyer behavior in real time.
This is one of the most commercially honest conversations we've had on Frenemies. No fluff; just what's actually working and where reality is falling short.
Topics covered in this episode:
- Denmark leads Europe in AI adoption: what that means commercially for B2B companies
- Why the dark funnel is getting darker as buyers research through LLMs
- How Leadfeeder rebuilt its go-to-market motion around PLG
- What Jillian learned leading a full rebrand across multiple markets and languages
- Why Germany wants the demo even when you're trying to run a product-led motion
- Events strategy: glow sticks, gamification, and thought leadership
- Who owns the intent signal: marketing, sales or RevOps?
- Why indecision is the biggest barrier to growth right now
- "Signal over noise": what that means in practice for every B2B GTM team
European AI Adoption Rankings 2026
