About Rethink Demand

We’re experts in B2B lead generation

Rethink Demand was founded in 2023 by former agency leaders, to bring fresh thinking to traditional B2B lead generation.

James and Mark have over 35 years experience leading award winning agencies and delivering complex global lead generation programmes for enterprise B2B brands.

Mark Mills Rethink Demand Co-Founder

  • Co-Founder, Chief Operations Officer.

    Mark began his career in B2B media after graduating with a degree in marketing, and joined Kingpin Communications in 2007.

    After a decade in client-facing roles, Mark pivoted to become Head of Strategy and then Head of Product Development, devising innovative inhouse solutions to meet changing client needs, whilst becoming a member of the leadership team which guided the agency to point of sale in 2022.

    With his in-depth knowledge of the b2b space, Mark Co-Founded Rethink Demand and is our Chief Operations Officer, in charge of building the solutions that will deliver the most value for our clients.

James Taylor Rethink Demand Co-Founder

  • Co-Founder, Chief Client Officer

    James Taylor (JT) has worked in the B2B technology space for almost 25 years. After starting his journey in media sales, he moved to become Sales Director at a telemarketing agency, before starting his agency journey with Kingpin Communications 20 years ago.

    He became Commercial Director and a member of the senior leadership team which grew the agency to point of sale in 2022. His main commercial skillsets are in relationship development and opportunity identification, which enabled him to work very closely and guide major clients such as Microsoft for the last 15 years. He now spends most of his time in front of our clients all over the world.

    Outside of work he is a dedicated father to his two children, aspiring writer, a football coach and committee member for his local football club, and a very proud Yorkshireman.

Our Mission

Who we work with

We support marketing and sales leaders at B2B tech companies, professional services firms and agencies, and demand generation teams who want better-qualified leads and smarter outreach.

Values we live by

  • Rethink Demand values - Positivity

    Positivity

    We are cheerful. The glass is half-full. We can make the lives of our clients and colleagues just that little bit better, and do it with a smile. ​

  • Rethink Demand values - Accountability

    Accountability

    We own our behaviours and our outputs. ​ We'll always put in the work to meet our high standards.

  • Rethink Demand values - Curiosity

    Curiosity

    We're excited by the opportunities around us and seek to find new ones. We learn, evolve and move with the times. We are not held back by tradition, nor blinded by what's new and fashionable.

  • Rethink Demand values - Empowering

    Empowering

    We work to help our customers and each other achieve, learn, grow and be more fulfilled.​

Join the team

We are a new, ambitious company, and as we grow we’ll be looking for brilliant people who share our values and enthusiasm to join us.

Could that be you?

If you’re someone who shares our values, has experience or a strong interest in B2B marketing and is prepared to roll your sleeves up in a startup environment, get in touch about what you’re looking for in your next role and we can talk about how we can make that happen together.