Demand Decoded: Demand Generation & Business Growth
Blend 140 episodes Nov 9, 2026
Demand Decoded is a B2B digital marketing podcast hosted by Blend, a website and demand generation agency. Each episode breaks down the secrets of successful B2B marketing, moving beyond traditional tactics. The show provides actionable insights to turn marketing into a revenue-generating machine, with topics like lead generation vs. demand generation, B2B strategy, content marketing, and marketing attribution. Blend's experts discuss the latest trends and debunk outdated strategies to help listeners become better marketers.
Episodes
Why CFOs Block Marketing Spend (And How to Get to Yes)
Most marketing budget requests fail for the same reason: marketing wants to be treated as an investment but talks like a cost centre. If you want CFO buy-in, especially in a PE-backed business, stop asking for budget and start asking for capital, with clear returns, timelines and risks attached.Dan and Josh unpack why CFOs say no out of uncertainty rather than hostility. Rarely is a marketing budg
Building ABM That Drives Real Pipeline
Account-based marketing is one of the most effective ways to win high-value accounts when you build it as a system. Dan shares a practical ABM strategy blueprint, from deciding whether it suits your business to turning intent data into timely plays.He walks through a five-step framework (qualify, define, connect, activate, measure) that gives every stage a clear job. Your total addressable market
Make Your GTM Team the Biggest Driver of Value Creation
Most marketers in PE-backed businesses can’t explain how their work drives PE value creation through its three levers: EBITDA growth, a higher exit multiple and paying down debt. Dan and Josh show where sales and marketing teams make the biggest difference, and when.They start with the first 100 days, when PE firms look for revenue that doesn’t need a sales cycle, such as price increases, tighter
The Revenue Metrics Your Boss’s Boss Is Judged On
You probably understand your CMO’s metrics. But the revenue metrics your CRO, CEO and board are judged on are a different scorecard, and knowing them, from pipeline velocity to the Rule of 40, shows how your work moves the numbers leadership cares about.Josh walks Dan through the numbers, from net revenue retention and forecast accuracy to pipeline velocity, with benchmarks for what good and great
The Predictable Pipeline Playbook: From Lucky Quarters to Repeatable Growth
A strong quarter feels great until nobody can explain where it came from or how to repeat it. Predictable pipeline is what turns those lucky quarters into repeatable growth, and gives leadership a number they can plan hiring, budget and sales targets around.In this solo episode, Dan explains what pipeline predictability really means: a number, a tolerance range and a track record. He shows why hit
Half the Customers, Record Growth: Why We Started Turning Away Inbound Leads
Generating plenty of inbound leads but not seeing pipeline turn into revenue? The issue may sit further upstream than your sales team.In this solo episode, Amanda McGrath, Blend's Director of Growth Consulting, shares what she learned moving from customer success into new business sales, and what it revealed about lead quality, ICP and the link between marketing and sales. With up to 12 new i
The 5 LinkedIn Formats Getting Reach Right Now (And Why They Work)
If your LinkedIn strategy still revolves around the company page, your content is reaching very few people. Organic company page reach has fallen sharply, while personal profiles now take the lion's share of the feed and earn far higher engagement. So which LinkedIn post formats are driving reach and engagement right now?In this solo episode, Dan draws on recent algorithm research to break do
UNBOUND 2026 Unpacked: The Loop, Demand Decoded Live, and the Attribution Problem Nobody's Solved
Dan's back from HubSpot's Unbound with a recap full of energy, insight and practical takeaways, starting with Demand Decoded's first ever live show recording on the main stage.He breaks down the panel he ran with HubSpot's Kyle Denhoff and Asja Frost on The Loop, HubSpot's framework for modern B2B marketing, built around expressing, tailoring, amplifying and evolving your
What PE-Backed Companies Get WRONG About GTM Transformation
When private equity buys your business, everything about your go-to-market has to change, and most marketing and sales leaders aren't ready for it. In this episode, Dan is joined by Josh, who brings hands-on experience from both sides of PE deals, to break down what a private equity-backed GTM transformation actually looks like once the deal closes.They explain why recurring revenue suddenly
The AEO Playbook Rebuilt: What's ACTUALLY Getting Results
Most B2B marketers are still guessing when it comes to AI search. Some are pouring effort into listicles that never get cited. Others don't realise that promoting bigger competitors in "best of" lists can push their own brand out of the answer entirely.In this episode, Dan and Phil unpack how large language models actually retrieve information, including the "fan out" proc
Why Your Demand Gen Isn't Converting to Pipeline (5 Signs to Check)
Pipeline not moving? Most marketers reach straight for the campaign, blaming channels, budgets, or creative. Dan argues that's almost never where the real problem sits.In this solo episode, Dan runs through a five point diagnostic for working out why demand generation isn't converting into pipeline, checking each stage in the order a buyer actually experiences it rather than jumping to t
REPLAY: Demand Gen 101: Steal This Playbook
We're resharing this episode of Demand Decoded because we think it's worth watching again.Looking to improve demand generation in your business, but not sure where to start? In this episode of Demand Decoded, we strip things back to basics and explore a comprehensive approach to enhancing demand generation across all stages of the buyer journey.From initial demand creation to final conve
Why Nothing Else In Marketing Works Until Your Positioning Is Right w/ Fletch's Anthony Pierri
Positioning is the most overlooked fundamental in B2B marketing, and it's the one thing everything else depends on. Get it wrong and no channel, campaign or piece of content can compensate. Get it right and the rest of your marketing engine runs far more efficiently.Dan and Phil sit down with Anthony Pierri, co-founder of Fletch, the positioning and messaging consultancy that's worked wi
Customer Success Is Your Best Marketing Channel (You're Just Ignoring It)
Most B2B marketing teams pour their budget into new logo acquisition while ignoring the growth channel already sitting inside their business: their existing customers. Sentiment gets reduced to a single NPS score sent to the wrong person, and by the time an account looks at risk, it's often too late.In this episode, Dan and Josh unpack why customer sentiment needs to be measured continuously,
Reacting To Our 2026 Predictions (Six Months Later)
At the start of the year we made three bold predictions about the channels that would define B2B marketing in 2026. Now it's time to mark our own homework.Dan and Phil react to their 2026 predictions on events, YouTube and AI search, checking what actually played out against what they called back then. They discuss why small, curated dinners are outperforming big exhibitions, why YouTube is d
WTF Is Happening in B2B Go-To-Market Right Now
Traffic is collapsing across B2B. Some brands are down 50 to 60% year on year, yet pipeline and revenue keep climbing regardless. If your dashboard still treats traffic as the leading indicator of success, you're tracking the wrong thing, and you're far from the only one getting this wrong.In part one of this mini-series, Dan and Josh tear through the chaos list: why answer engine optimi
We Just Spent £2,500 Testing ChatGPT Ads - Here's the Honest Truth
Every B2B marketer is being told ChatGPT ads are the next big channel, but almost nobody's actually run them. There are no keywords, no search volume data, and no way to see what buyers are typing into the chat that triggers your ad. So how do you target, and how do you know it's working?In this solo episode, Dan shares Blend's real testing data from months of running ChatGPT ads, c
How to Fix the AI Inconsistency Problem Wrecking Your Go-To-Market
Your sales team could be pitching your competitor's narrative right now, and they wouldn't even know it. That's the risk hiding inside AI adoption. As more of your business relies on ChatGPT and Claude to write proposals, RFPs and content, without any shared context or governance, the gap between what's true about your brand and what's actually being published grows wider
Why Your Best Marketing Instincts Are Actually Psychology Tricks (Not Talent) w/ Phill Agnew
Most B2B marketers think persuasion is instinct. It isn't. It's psychology, and most brands are getting it wrong without realising why their messaging falls flat while competitors' sticks.In this episode, Dan sits down with Phill Agnew, host of Nudge, to unpack the behavioural science principles hiding behind some of the biggest marketing wins in history. They cover why Zoom beat Go
Your Marketing Is Sending Buyers Straight to Your COMPETITORS (Here's Why)
Most B2B businesses are unknowingly marketing for their competitors. They invest in content that educates the market, builds awareness of a problem, and creates real demand, then watch the majority of that demand flow straight to the category leaders already occupying the most mindshare. This is the duplication of purchase law in action, and it's costing businesses far more budget than they r
How to (Actually) Use Intent Data Effectively - Real Use Cases
Most B2B teams buying intent data are either over-trusting it or barely using it at all. They're treating weak signals as buying intent, spamming entire lists off the back of a topic search, and wondering why response rates look like cold outbound. The tool isn't the problem, the way it's being operationalised is. In this episode, Dan and Phil cut through the vendor hype and get int
GTM org of 2028: smaller, sharper, more expensive per head
Most B2B businesses are still hiring and structuring their teams the way they did a decade ago, more headcount to hit more targets, more layers between marketing, sales, and customer success. That model is already breaking. In this episode, Dan and Josh map out what the GTM organisation actually looks like in the AI era: fewer people, more senior, with entirely new roles emerging, the Growth Archi
Why Your Content Strategy Keeps Stalling (And How to Build One That Doesn't)
Most B2B content operations don't fail because of a lack of effort, they fail because they were never built on the right foundations. Jumping straight to "let's start a podcast" or "we should post more on LinkedIn" before answering the harder questions about point of view, ICP, and channel strategy is where most teams go wrong. In this episode, Dan and Phil break down
Two Buyer Journeys, One Broken Playbook (and How to Fix It)
89% of B2B buyers are using generative AI to research vendors. 60% of searches now end without a click. And most shortlists are formed before anyone picks up the phone. If your marketing still treats every buyer the same way, you're not just losing deals. You're being cut from the list before the race has even started. In this episode, Dan is joined by Josh Bouk to break down why procure
How to Audit AI Visibility the RIGHT Way (and How to Act on the Data)
Website traffic is down, traditional SEO metrics are losing their meaning, and most teams are either not measuring their AEO performance at all or drowning in data they don't know what to do with.In this solo episode, Dan breaks down how to build an AEO measurement framework that goes beyond vanity metrics. From choosing the right prompts to track, to analysing your citation data for strategi
Why Your PPC Is Declining (And It's NOT Your Campaigns)
Your PPC dashboards are all red, but your campaigns aren't the problem. In this episode, Dan and Phil unpack why paid search performance is declining across the board, and why the real culprit is a fundamental shift in buyer behaviour, not campaign quality.They cover why AI overviews are tanking click-through rates even on commercial queries, how to reframe your PPC optimisation strategy arou
From Effort to Engineering: The New B2B GTM Operating Model That ACTUALLY Scales
Most B2B companies still grow the same way they always have. More headcount, more tools, more effort. Dan and Josh make the case that this model is fundamentally broken.In this episode, they introduce the eight-stage B2B growth cycle and explore what it means to engineer each stage. From product market fit and messaging through to customer expansion, as a connected, scalable system rather than a c
Why B2B Marketers Are Getting Paid Media WRONG (And How to Fix It) w/ Adam Holmgren
Most B2B companies running paid media are doing it wrong, not because the channels don't work, but because they're measuring them the wrong way. In this episode, Dan is joined by Adam Holmgren, founder of Fibbler, to cut through the noise on paid media in B2B. They cover why chasing leads from LinkedIn is killing your results, how to use retargeting and thought leader ads effectively, an
Website Strategy vs Design: The Approach That Actually Generates Pipeline
Most B2B website projects fail because of one critical misconception: they're approached as design projects when they should be treated as strategic growth infrastructure. In this episode, Phil explains why focusing on visuals, animation and aesthetics before strategy leads to missed timelines, blown budgets and websites that fail to generate pipeline. He breaks down the infrastructure approa
Why Your Buyers FORGET You: The Psychology Behind Being Remembered
Your buyers aren't ignoring you, they're forgetting you. And there's 140 years of psychology that explains exactly why. In this solo episode, Dan breaks down the Ebbinghaus forgetting curve: what it is, why it hits B2B harder than any other discipline, and what it means for the way you run campaigns, manage ad frequency, and show up in the market. From LinkedIn ads to long sales cyc
Information Scent 101: Make Your B2B Website Instantly Understandable
Phil explores information scent, a critical UX concept that determines whether buyers can find what they need on your website. He explains why clear navigation beats clever branding, how to avoid common mistakes like using internal jargon in key areas, and why buyers abandon websites even when the right information exists. You'll learn practical ways to improve information scent across naviga
When Things Go WRONG in Marketing: Here's What to Do
When marketing numbers drop, most teams either panic or bury their heads. In this solo episode, Dan tackles the conversation that happens behind closed doors every quarter, what do you actually do when things go wrong?He walks through a practical framework: how to tell a blip from a real trend, which data layers to dig into when diagnosing the drop, and how to factor in external forces like compet
Your Website Traffic Is Dropping (And What to Do About It)
AI is dramatically changing how buyers find and use B2B websites. In this episode, Phil explores how AI overviews and tools like ChatGPT are reducing website traffic whilst simultaneously increasing visitor quality and intent. You'll learn the three core strategies for optimising your website in this new era: technical answer engine optimisation, increasing AI citations and mentions, and max
How to Use AI as a Growth Engine Across Your WHOLE Business
Most businesses are using AI, but only at surface level. Prompting, asking questions, getting answers. In this episode, Dan and Phil go beyond the basics to show what AI orchestration actually looks like in practice. Walking through real workflows built and used at Blend, they demonstrate how AI can feed insights across your entire business, fuelling pipeline, improving conversion, and reducing ch
The CRO Lie: Why Optimising for Leads Is Costing You Revenue
Phil challenges the conventional wisdom around conversion rate optimisation. He explains why optimising for lead volume often damages business results rather than improving them, and reveals the metric you should actually be measuring. You'll learn why fewer, higher-quality conversions typically outperform high-volume lead generation, and how to align your website strategy with genuine busine
The Digital Twin Strategy: How to Get BETTER Results From AI
Everyone's using AI. But without the right context, you're just generating inconsistent, off-brand output at scale. In this episode, Dan and Josh introduce the concept of a digital twin, a curated, controlled knowledge base that gives every AI agent and team member accurate, consistent company context. They cover why off-the-shelf tools like ChatGPT and Claude fall short, how digital twi
Interactive Demos vs Book a Demo: Which ACTUALLY Drives Pipeline?
Interactive demos feel modern and buyer-friendly, but do they actually outperform traditional "book a demo" CTAs? In this episode, Phil examines the real conversion data behind both approaches and reveals why interactive trials often underperform despite their appeal.You'll learn when interactive demos genuinely add value versus when they simply cannibalise higher-quality pipeline.
You're Obsessed With New Logos (And It's KILLING Your Growth)
Most B2B marketing teams are laser-focused on net new logos, but what about the revenue already sitting in your existing customer base? In this episode, Dan is joined by Josh to unpack why so many marketing teams overlook expansion and retention, how to calculate wallet share and total whitespace, and what marketing can actually do to drive cross-sell and upsell growth. From account planning and C
Why New Leaders Fail at Website Redesigns (And How to Win)
New marketing leaders often inherit websites that hold back business growth. Your instinct to redesign immediately is understandable, but rushing into a full redesign without the right groundwork guarantees expensive failure. In this episode, Phil reveals the critical work that must happen before you touch design or development. Learn why data analysis, positioning clarity, and go-to-market strat
Marketing Reporting That ACTUALLY Matters
Most marketing teams have more reports than they know what to do with, and yet, very few of those reports actually drive decisions.In this episode, Dan and Phil break down why so many B2B marketers fall into the trap of reporting for reporting's sake, and what a smarter approach looks like. From starting with the "why" behind every report to building a top-down view of revenue and p
The ONE Conversion That's 190x More Valuable Than Everything Else
Phil explores why the demo request is the single most valuable conversion your B2B website can generate, and why so few businesses are optimising for it.Phil reveals the staggering difference in pipeline performance between high-intent and low-intent leads, and what that means for your website strategy. You'll learn how to optimise the full demo request journey, from demand creation and disco
How to "Market" to Your CEO (and ACTUALLY Get Heard)
Most marketing leaders are smart, hard-working, and still failing to get CEO buy-in. Not because their ideas are bad, but because they're speaking the wrong language.In this episode, Dan is joined by Josh Bouk to unpack what CEOs actually care about and how marketing leaders can better communicate with the C-suite. They cover how to frame marketing in business terms, the metrics that actually
The Skills Marketing Leaders Need That Nobody Teaches (But EVERYONE Needs)
Most marketers are promoted into leadership because of what they know, but leading marketing demands a completely different set of skills that nobody is teaching.In this episode, Dan and Phil break down the core skill gaps holding marketing leaders back right now: AI literacy and prompt engineering, commercial and financial acumen, and technology and data fluency. They cover practical ways to buil
How to Build an AEO Strategy That ACTUALLY Drives Pipeline
AI search is changing how buyers find vendors, and most businesses still don't have a strategy for it. In this special live session episode of Demand Decoded, Dan and Phil walk through a complete, step-by-step AEO framework: from building your knowledge base and simulating ICP prompts, to analysing cited content types, creating scalable content engines, and measuring impact all the way to pip
Silent Shortlisting: Why Most B2B Buyers Have Already Decided Before You Reach Them
Most B2B buyers don't start from scratch when they come to market, they already have a shortlist. And if you're not on it, you're fighting for just 10% of available deals.In this episode, Dan and Phil unpack the growing reality of silent shortlisting: how buyers form vendor preferences long before they're ready to buy, why demand capture alone won't cut it, and what market
More Data Is Marketing Your Marketing WORSE
In this episode, Dan and Phil break down why data abundance is actually crippling B2B marketing, from bloated CRMs packed with duplicates and stale records to attribution platforms that misdirect your budget. They explore why your integrations fail to deliver on their promises, how misaligned systems create internal confusion, and crucially, why your sales conversations are often more valuable th
How AI Is Changing B2B Buyer Research (And Why NOW Matters)
Your buyers have already moved. ChatGPT, Gemini, and Perplexity are where research happens now – and it's fundamentally changing discovery, shortlisting, and vendor evaluation. Dan and Phil break down why this matters right now: 80% of tech buyers are using AI for research, the entire buyer journey is condensing into a single conversation window, and your strategy needs to adapt today, not to
What Boards (Actually) Want from Marketing
Most marketing leaders walk into board meetings armed with lead numbers and campaign updates. But boards operating in PE-backed and VC-backed companies don't care about your tactics; they care about three specific things that most CMOs completely miss. In this episode, Dan and Josh break down exactly what boards need to see from marketing: how revenue actually flows through your business, the
Ignoring AI Search is Costing You Revenue (Here's Why)
B2B buyers have embraced AI search in their millions, yet many marketers are still treating it as an emerging channel rather than a critical investment. In this episode, Dan and Phil explore why delaying your AEO strategy could be as costly as those who regret not prioritising SEO a decade ago. We cover how to build the business case for AEO investment, the differences between Google AI Mode and C
ChatGPT Ads Are Here - What Does It Mean for B2B Marketing? [BONUS EPISODE]
On January 16th, ChatGPT officially announced they're rolling out advertising across the US. This isn't just another platform update, it's potentially the biggest opportunity in B2B marketing since the early days of Google Ads.Dan and Phil break down why this matters for B2B marketers: 800 million monthly users with incredibly high intent, early mover advantages, and the chance to r
Most of Your PPC Is a Waste (And How to Fix It)
Most B2B marketers are wasting a fortune on PPC without realising it. Dan and Phil expose the critical mistakes driving up costs and hiding bigger problems in your marketing strategy.Discover why attribution data can trap you into over-investing, how poor landing page experiences are killing conversions, and why dependence on PPC blinds you to better opportunities. Plus, learn how AI search is abo
Your Business Has Just Raised Funding… Now What?
You've closed the funding round. The budget's landed. Now what? Most marketing leaders celebrate the win, then realise they've got no clue how to prove they're spending it wisely. In this episode, Dan and Josh tackle what happens after you raise investment, from seed rounds to private equity buyouts. They explore why your new investors will demand visibility you don't have
Why 2026 Is Marketing's Biggest Opportunity Ever
For episode 100, Dan and Phil reflect on marketing's unique position to drive business growth beyond traditional communications. They explore why marketing has been pigeonholed into just the 'comms' function, when it should influence product, sales, customer success, and the entire buying cycle.They discuss how accessible AI and orchestration tools now let marketers extract insights
The AI Tool That Actually Accelerates Your Business Growth w/ Ask Elephant Founder, Woody Klemetson
In this episode, Dan and Josh sit down with Woody Klemetson, CEO of AskElephant, to explore how the tool is transforming business operations through AI-powered orchestration. Woody shares his journey from sales to creating a solution that breaks down silos between departments by turning unstructured data from calls and emails into actionable workflows. We discuss practical use cases that span mark
Beyond Channel ROI: How Marketing Leaders Should Actually Measure Success
In this episode, Dan and Phil tackle one of marketing's most frustrating challenges: measuring ROI. As year-end budget planning approaches, many marketers find themselves stuck trying to calculate channel-by-channel returns that simply don't reflect reality.The problem? Buyers don't purchase based on a single channel, yet most marketers default to last-touch attribution and isolated
Scrunch and AEO: Why Every B2B Brand Needs AI Visibility Tracking w/Kevin White
In this episode, Dan sits down with Kevin White, Head of Marketing at Scrunch, to unpack how AEO measurement actually works and why it's now essential for B2B brands. They explore what Scrunch does, how it tracks AI visibility at the topic level rather than individual prompts, and why features like AXP (Agent Experience Platform) matter for technical optimisation. Kevin explains the critical
SEO Tracking Doesn't Work for AI Search: Here's What Does
Most marketers are investing in answer engine optimisation, but few know how to measure if their efforts are working. In this solo episode, Dan breaks down why traditional SEO measurement doesn't work for AEO and introduces a four-layer framework for tracking AI visibility. You'll learn why prompt behaviour differs from keyword searches, how to create meaningful prompt variations based o
The Growth Budget: Aligning Marketing and Sales for Maximum Impact
In this episode, Dan and Amanda explore why your marketing and sales budgets shouldn't be separate conversations, they should be part of one unified growth budget. They discuss how to work backwards from business goals, make the case to stakeholders, and avoid common pitfalls like over-investing in saturated channels. You'll learn how to align your budget with strategic priorities, wheth
The 3 Channels We're Betting On for 2026
Dan and Phil reveal their top three marketing channel picks for 2026, explaining where the biggest opportunities exist compared to effort and cost. They discuss why in-person events are experiencing a resurgence as AI makes authentic human connection more valuable, how YouTube remains an untapped channel for B2B with lower saturation than other platforms, and why Answer Engine Optimisation is the
B2B Messaging Framework That Actually Converts
In this episode, we explore how to shift from internally-facing, feature-driven messaging to outward-facing, benefit-led communication that resonates with buyers. We break down the distinction between positioning, value propositions, and messaging, explain how category entry points connect to your messaging framework, and tackle the most visible application of all, homepage messaging. Whether you&
Your Practical Guide to HubSpot's Loop Marketing Framework w/Aja Frost
In this episode, we sit down with Aja Frost, Senior Director of Global Growth and Paid at HubSpot, to explore how one of the world's leading marketing companies is adapting to fundamental shifts in buyer behaviour.We discuss HubSpot's Loop framework, a four-phase marketing playbook designed for the AI era that builds on inbound fundamentals. Aja shares practical examples of what they&apo
How Marketing Can Be the Hero of Sales
The tension between marketing and sales has existed forever, but we're entering a new era where marketing can genuinely become the hero, not just for sales, but for the entire organisation.In this episode, Dan and Josh explore growth engineering. We discuss why traditional marketing and sales silos create friction, how unified systems and buyer intelligence transform this dynamic, and why mar
The New Content Marketing Playbook
For years, content marketing meant blog posts, eBooks, and SEO. But with AI reshaping how buyers research and the decline of traditional search, that playbook is broken. In this episode, Dan and Phil unpack the new content marketing approach for B2B. They explore why video-first content is essential, how to create for the 95% of buyers who aren't ready to purchase yet, and what's needed
Your First 90 Days as Marketing Leader
Your first 90 days are critical for establishing credibility, understanding the business landscape, and setting the foundation for long-term success. In this episode, Dan and Amanda break down the essential phases every new B2B marketing leader should navigate.From conducting thorough marketing audits and building key stakeholder relationships to identifying quick wins and avoiding the pitfall of
From SEO to AEO: Creating Content That Gets Cited by AI
The marketing world has shifted from SEO to AEO, but what content should you actually create to be found in AI search engines? Dan and Phil break down the commercial content types that get results, from listicles to persona pages, and explain why informational content no longer carries the same value. They share practical insights on query targeting without traditional keyword data, discuss the f
Google Could Turn Off Organic Search Tomorrow - Are You Ready?
In this episode, we explore what marketing could look like in a post-search world and why businesses that diversify now will have a massive advantage. From the declining ROI of informational content to why video-first strategies are becoming essential, we unpack the channels and tactics that will replace traditional SEO. We'll cover why being top-of-mind before buyers start searching matters
Building a Powerhouse Marketing Team: Avoiding Fires and Mis-hires
Marketing teams are evolving rapidly. They're getting smaller, but they're also becoming significantly more strategic and impactful. In this episode, Dan talks with Amanda McGrath about the fundamental shifts happening in how businesses should think about building their marketing teams.We explore the critical importance of investing in senior strategic talent and how AI is enabling teams
LIVE From INBOUND 2025: When They Ask, AI Answers
We're podcasting live from HubSpot's INBOUND conference to share what we've learned about the future of B2B marketing. With AI fundamentally changing how buyers research and discover solutions, we explore why face-to-face events have become more crucial than ever for cutting through the noise.We dive into HubSpot's new Loop marketing methodology - their evolved approach to inbo
Building CFO Partnerships: The CMO's Collaboration Guide
Most CMOs struggle with one critical relationship that can make or break their success: the CFO. In this episode, Dan and Josh reveal why financial acumen is non-negotiable for marketing leaders and share the three financial fundamentals every CMO must master to build genuine partnerships with finance teams. From understanding cash flow timing to translating marketing metrics into financial outcom
What 1,827 ChatGPT Prompts Reveal About How People Really Use AI
In this solo episode, Dan dives into research analysing 1,800+ real ChatGPT prompts that reveal how buyers truly search today. Discover why prompts are 5-20 times longer than Google searches, how 75% of users now issue commands instead of asking questions, and why your current content strategy is likely invisible to AI search.You'll learn the shift from "how do I fix this?" to "
The Attribution Wars: How Sales and Marketing Can Both Win
Attribution has always been a battleground between sales and marketing teams, but with today's complex buyer journeys, the problem is worse than ever. Traditional attribution models promise clarity but fail to capture the messy reality of how buyers actually make decisions, leading to finger-pointing, misaligned goals, and wasted budgets.In this episode, Dan and Josh dive into why attribution
The B2B Website Mistakes That Could Be Costing You Millions in Pipeline
Your website traffic is about to get more qualified but less frequent thanks to AI and zero-click searches. That makes every visitor more valuable, and every conversion opportunity you're missing more costly.In this episode, we dive into the biggest B2B website mistakes that are killing your lead generation. From unclear homepage messaging and weak calls-to-action to broken handoff processes,
The Current State of SEO and AI SEO
In this episode, we explore how AI is fundamentally reshaping search behaviour and what this means for B2B marketers.We break down which parts of SEO still work, reveal new opportunities for getting cited in AI-powered searches, and explain why building brand awareness has become more critical than ever. Plus, we share practical strategies for creating content that AI engines actually reference in
Why Your LinkedIn Ads Aren't Working (And How to Fix Them)
LinkedIn ads are notoriously expensive, yet many B2B marketers walk away convinced they simply don't work. In this solo episode, Dan unpacks the real reasons LinkedIn campaigns fail and provides actionable fixes you can implement immediately.From targeting audiences that will never buy from you to creating ads that say everything whilst meaning nothing, Dan reveals the six critical mistakes t
Private Equity's Marketing Playbook: What PE Really Wants to See
While many marketers focus on traffic and lead volume, private equity firms are looking at entirely different metrics. What they're really interested in is marketing that drives EBITDA growth, predictable revenue generation, and ultimately maximises exit value. In this episode, Josh, CEO of Blend Americas, breaks down the PE investment thesis, revealing exactly what investors look for in mark
How to Survive Your First Board Meeting as CMO
In this episode, Dan speaks with Josh Bouk, Blend's US CEO, about surviving your first board meeting as a CMO. Drawing from 17 years of boardroom experience, Josh reveals the critical mistakes that cause marketing leaders to lose credibility and shares practical strategies for success.Learn how to translate marketing metrics into business outcomes that investors actually care about, discover
TRENDING EPISODE: Steal These Conversion Rate Optimisation Tactics [Get More Website Leads]
With AI overviews reducing search clicks by 34.5%, your website needs to work harder than ever. In this episode, Dan and Phil reveal why conversion rate optimisation is the most overlooked lever in B2B marketing, capable of delivering 100-400% increases in high-intent conversions.They expose the three critical mistakes killing your website's performance: vague homepage messaging, poor navigat
Special Update: We've Joined HubSpot's Podcast Network
Dan and Phil announce that the podcast has officially joined the HubSpot Podcast Network, explaining what this partnership means for listeners and the future of the show. A massive thank you to all our listeners who've made this milestone possible. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can hel
Steal This Marketing Measurement Framework
Most marketing dashboards are filled with vanity metrics that position marketing as a cost centre rather than a revenue driver. In this episode, Dan and Phil break down their 3-layer dashboard framework that gets executive buy-in and demonstrates real business impact.We explore the critical difference between commercial metrics, leading indicators, and channel performance data, plus why marketers
How Cognism Executed the Perfect Product Launch w/Liam Bartholomew
Go behind the scenes of Cognism's Sales Companion product launch with VP of Brand Marketing Liam Bartholomew.Discover how they refined their ICP through extensive research, developed the winning "plus one" messaging concept, and executed a comprehensive go-to-market strategy that actually delivered results.From creative development and message testing using tools like Wynter, to the
