Demand Decoded: Demand Generation & Business Growth

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 pi...

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 marke...

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 t...

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...

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, th...

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...

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...

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 ab...

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 hav...

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 insight...

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 mar...

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 isolate...

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...

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...

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, whet...

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...

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...

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&ap...

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 ma...

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 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...

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...

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...

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 team...

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 inb...