Demand Decoded: Demand Generation & Business Growth

Afleveringen

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  Customer Success Is Your Best Marketing Channel (You're Just Ignoring It) 10.08.2026 51min

  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, across every stakeholder, not just the day to day contact. They explore how first party signals (usa...
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  Reacting To Our 2026 Predictions (Six Months Later) 03.08.2026 38min

  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 driving volume but not always the right buyers, and why AI search looks set to overtake Google for hig...
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  WTF Is Happening in B2B Go-To-Market Right Now 27.07.2026 45min

  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 optimisation has gone from nice-to-have to non-negotiable, why the old lead waterfall no longer holds up, and wh...
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  We Just Spent £2,500 Testing ChatGPT Ads - Here's the Honest Truth 20.07.2026 31min

  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, covering the campaign structure, the shift from keywords to context hints, and why the simplest, most literal ad...
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  How to Fix the AI Inconsistency Problem Wrecking Your Go-To-Market 13.07.2026 45min

  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 every day. In this episode, recorded live on LinkedIn, Dan and Josh break down exactly how to fix this. They unpack the da...
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  Why Your Best Marketing Instincts Are Actually Psychology Tricks (Not Talent) w/ Phill Agnew 06.07.2026 1u 1min

  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 GoToMeeting by saying less, not more (the goal dilution effect), why Apple never mentioned megabytes and instead ...
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  Your Marketing Is Sending Buyers Straight to Your COMPETITORS (Here's Why) 29.06.2026 42min

  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 realise. In this episode, Dan and Amanda break down why this happens and what to do about it. The...
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  How to (Actually) Use Intent Data Effectively - Real Use Cases 22.06.2026 46min

  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 into what intent data can and can't actually tell you. They cover first party versus third party intent, the ...
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  GTM org of 2028: smaller, sharper, more expensive per head 15.06.2026 1u 1min

  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 Architect, the Brand Knowledge Steward, the Agentic Operations Lead. They get into how every fun...
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  Why Your Content Strategy Keeps Stalling (And How to Build One That Doesn't) 08.06.2026 57min

  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 what it actually takes to build a content engine that scales. They cover how to extract genuine insight from subject mat...
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  Two Buyer Journeys, One Broken Playbook (and How to Fix It) 01.06.2026 1u

  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 procurement-led and economic buyer-led journeys demand completely different playbooks. They cover how to eng...
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  How to Audit AI Visibility the RIGHT Way (and How to Act on the Data) 25.05.2026 50min

  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 strategic insight, to tying AI visibility to pipeline and revenue, this episode gives you a practical system ...
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  Why Your PPC Is Declining (And It's NOT Your Campaigns) 18.05.2026 38min

  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 around conversions not clicks, the truth about Performance Max, and why the real opportunity now is being...
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  From Effort to Engineering: The New B2B GTM Operating Model That ACTUALLY Scales 11.05.2026 59min

  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 collection of manual processes. They also discuss the risks of ungoverned AI across the revenue l...
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  Why B2B Marketers Are Getting Paid Media WRONG (And How to Fix It) w/ Adam Holmgren 04.05.2026 57min

  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, and what it really takes to build the kind of brand presence that stays front of mind when buyers are r...
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  Website Strategy vs Design: The Approach That Actually Generates Pipeline 29.04.2026 12min

  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 approach that successful website projects follow, covering everything from understanding buyer journey...
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  Why Your Buyers FORGET You: The Psychology Behind Being Remembered 27.04.2026 30min

  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 cycles to multi-stakeholder buying committees, this episode connects the science of human memory to the...
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  Information Scent 101: Make Your B2B Website Instantly Understandable 22.04.2026 23min

  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 navigation, page titles and form fields, plus how AI is changing what buyers expect from B2B websites....
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  When Things Go WRONG in Marketing: Here's What to Do 20.04.2026 54min

  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 competitor activity, AI search, and macroeconomics. From recovering short-term pipeline to protecting ...
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  Your Website Traffic Is Dropping (And What to Do About It) 15.04.2026 14min

  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 maximising conversion rates for high-intent visitors. Discover why abandoning your website isn't th...