Demand Decoded: Demand Generation & Business Growth

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 outco...

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 &quo...

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 attributio...

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...

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 i...

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...

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 mar...

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...

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 naviga...

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 audit Click here to subscribe to the new Demand Decoded YouTube channel . Click here to see how we ca...

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...

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 t...

We're making some big changes to our podcast strategy, and this quick update explains why we've split our content across dedicated channels. With AI overviews impacting traditional search traffic, YouTube offers a massive opportunity for B2B businesses to distribute valuable content and generate inquiries.  Dan shares early results from our pivot to YouTube-first content and explains our...

AI content workflows are transforming how B2B marketers create and distribute content at scale. In this live episode, Dan is joined by AI workflow architect Samantha North who demonstrates real AI content workflows that are actually working. Samantha showcases her "Content Reactor" system, a live workflow that automatically transforms YouTube videos into LinkedIn posts, email newsletters...

In this urgent episode, we break down Google's bombshell announcement of AI Mode, a complete transformation of how people search and discover information online. This isn't just another feature update; it's Google's declared "future of search" that will fundamentally impact how B2B businesses attract and convert customers.  We provide a walkthrough of AI Mode's c...

In this episode, we push back against the idea that AI should be used for everything in marketing. While AI tools are being sold as the solution to every business problem, we look at specific areas where using AI actually makes your marketing worse.  We cover four key areas where AI often hurts rather than helps and discuss why relying too much on AI in these places leads to boring, generic market...

In this milestone episode, we pull back the curtain on the hard-earned realities of building a B2B podcast. After 68 episodes of Demand Decoded, we share the unfiltered truths we wish we'd known from the beginning.  Whether you're considering launching your first episode or working to scale your existing show, these insights will help you avoid common pitfalls and accelerate your podcast...

In this strategic episode, we tackle marketing's persistent challenge: justifying brand investment when leadership demands clear, immediate returns. We explore why brand building has become critical in today's buyer journeys while providing practical ways to measure its often-delayed but powerful effects.  You'll learn five specific approaches to measuring brand impact that go beyon...

In this episode, we tackle head-on the widespread challenge of declining organic search traffic. While many businesses are watching their Google visibility deteriorate, we look at approaches that are still producing traffic growth despite the changing search landscape.  We share our recently developed content creation method that's proving resistant to AIOs, plus practical strategies for iden...

In this actionable solo episode, Dan reveals his proven framework for developing LinkedIn ad campaigns that cut through the noise and drive measurable results.  As marketing budgets increasingly shift from search to social platforms, the difference between wasted spend and significant ROI often comes down to ad resonance. Dan walks through five critical steps that separate high-performing LinkedIn...

In this practical episode, we address a growing challenge for marketers: as AI search tools increasingly keep users within their ecosystems, traditional SEO is no longer delivering the website traffic many businesses have relied on for the past 15 years. We discuss a range of proven traffic-generating approaches that don't rely on search rankings. From building brand to using platforms where...

Everything you’ve been told about the marketing funnel is a lie. It doesn’t exist, you can’t control it and forcing the funnel is not an effective way to try and market.  In this episode, we break down exactly why the typical marketing funnel doesn’t work and tell you what to do instead for better results.  Click here to get your free AEO visibility audit Click here to subscribe to the new Demand...

In this no-nonsense episode, we expose the uncomfortable truth about common B2B marketing practices that are misaligned with today's buyer journey.  We identify five specific tactics that data shows are consistently underperforming yet remain stubbornly prevalent across the industry.  Essential listening for forward-thinking B2B marketers ready to eliminate ineffective strategies and realloca...

In this eye-opening episode, Phil shares his experience with Apple App Store advertising and reveals the PPC course that completely reframed his approach to paid media.  Click here to get your free AEO visibility audit Click here to subscribe to the new Demand Decoded YouTube channel . Click here to see how we can help you drive demand for your business .

In this episode of Demand Decoded, Dan explores retargeting in B2B marketing. While most marketers focus on attracting new leads with flashy campaigns, retargeting often delivers better results with less investment. Dan explains what retargeting is, why it works, and how to use it.  The episode covers practical ways to retarget different audiences and shares specific methods to measure success and...