Demand Decoded: Demand Generation & Business Growth

Content marketing has changed dramatically in recent years.   Simple blog posts and SEO strategies that once drove results are no longer enough. Today's B2B companies need to think more like B2B media engines to earn their audience's attention and trust.  In this episode of Demand Decoded, we welcome Kyle Denhoff, HubSpot's Sr. Director of Marketing for B2B Media. Kyle explains how...

Marketers today are drowning in measurement options. From obsessive over-tracking to reporting irrelevant numbers to leadership, many teams struggle with data overload without gaining actionable insights.  In this episode of Demand Decoded, we identify the truly essential marketing metrics that directly impact business outcomes.   We reveal a practical framework for demonstrating marketing's...

In this episode of Demand Decoded, we sit down with George Boot of Nomupay to explore how businesses can build authentic connections through personal branding.  The conversation covers George's initial motivation for implementing personal branding, the early challenges he faced, and how he successfully scaled the approach across different departments. George offers practical advice for market...

In this episode, Dan tackles a common question: does SEO still work?   As search changes with AI and people watch more videos, he explains why SEO remains valuable - especially for businesses selling products and services. Dan shares practical advice about combining SEO with other marketing channels.  Learn how to balance creating videos and writing content while standing out from competitors. Whe...

In this episode, Dan pulls back the curtain on the costliest LinkedIn advertising mistakes he's uncovered after analysing millions in ad spend across dozens of accounts.   Whether you're just starting with LinkedIn ads or looking to optimise your existing campaigns, this episode is packed with actionable insights to help you dodge common pitfalls and maximise your advertising ROI.   Clic...

There is a huge, and ever-growing skill gap that's making it harder for marketers to deliver real business impact.   While businesses continue to increase their marketing investments, they're not seeing the same return. In this episode we dig into why throwing more resources at the problem isn't the solution. Instead, success in 2025's complex marketing landscape requires a spe...

AI has dominated conversations for the past two years, with endless possibilities discussed but few concrete applications for demand generation.  In this episode, we cut through the hype to explore practical AI use cases that every business can implement in their demand gen strategy right now.  Click here to get your free AEO visibility audit Click here to subscribe to the new Demand Decoded YouTu...

Despite clear data showing marketing's vital role in business growth, many organisations continue to undervalue its impact.  If you're tired of being the last voice heard at the table and facing constant budget cuts, this episode is for you.  We'll explore why businesses undervalue marketing and share practical strategies to shift this perspective in your organisation.  Click here t...

Marketing budgets are often poured into strategies that deliver zero ROI, yet many marketers continue investing in ineffective tactics.   In this episode, we explore why marketers fall into costly spending traps, and how proper data analysis can help you identify and eliminate wasteful marketing investments.  Click here to get your free AEO visibility audit Click here to subscribe to the new Deman...

Join us for the 50th episode of Demand Decoded!   To mark this special milestone, we're distilling two years of incredible insights, guest expertise, and proven strategies into one powerful episode. We'll reveal what REALLY works in B2B marketing, bringing together the fundamental lessons that have emerged from our journey so far.  Click here to get your free AEO visibility audit Click h...

Your website influences every deal you close - yet most businesses still don't create a strategy for it. In this episode of Demand Decoded, we'll explore how to create a website strategy that will transform your website from a static resource into a strategic tool that actively drives pipeline and revenue. Click here to get your free AEO visibility audit Click here to subscribe to the ne...

We're back at it again, sharing what's actually working in B2B marketing for 2025. Based on real results from us, our client campaigns and insider insights from our network of marketers, we break down the strategies you can't afford to miss next year. Click here to get your free AEO visibility audit Click here to subscribe to the new Demand Decoded YouTube channel . Click here to se...

This live strategy session focuses on paid ads in demand gen. We discuss: How to decide which channels you should be using Best practices for paid ads in B2B demand gen How to measure what's effective in your own business 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 y...

Marketing Qualified Leads (MQLs) have faced a lot of scrutiny from industry influencers lately. But are we focusing our criticism on the wrong aspect of B2B marketing?  While the MQL label often takes the blame for marketing inefficiencies, we dive into the deeper structural issues affecting B2B marketing performance and explain why MQL remains a valid metric when used appropriately.  Click here t...

Thanks for tuning into the first Strategy Session, a bi-weekly live event where marketing professionals can understand the current state of demand generation and discover proven approaches for driving real business growth. We opened the first session by covering how to strategically pivot from lead generation to demand generation, and how to create a thriving demand gen engine thereafter. We also...

In this episode of Demand Decoded, Dan and Phil go beyond the typical event recap to share Blend's experience at INBOUND 2024. They unpack valuable insights from sponsoring the event, reveal winning strategies for effective event marketing, and distil key takeaways from conversations with over 500 marketers. Tune in for a deep dive into the current state of marketing, emerging trends, and the...

This episode is a recording of Dan's talk hosted by Metadata's Demand Community. SEO and LinkedIn Ads aren't typically discussed in connection with each other, but they can be a powerful, demand-generating force when used strategically. In this session, Dan Stillgoe, Marketing Manager at Blend, will share a practical approach to aligning your SEO and LinkedIn ad efforts. You'll...

In this tactical episode, we’re joined by Blend’s PPC Campaign Manager, Sean Williams, to dive deep into the world of Paid Search with a comprehensive guide to auditing your PPC campaigns. From goal setting to conducting a thorough health check, optimising ad copy, perfecting landing pages, and analysing results, this episode is loaded with actionable insights. If you’re running paid search ads, t...

In this episode of Demand Decoded, we lift the lid on how we improved our own MQL to closed-won conversion rate by 300% year on year.  We cover how marketing can truly have an impact on this crucial metric and help to drive improvement on the bottom line. 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...

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 conversion, tune in for practical, actionable advice on improving demand gen.   Click here to get your...

While podcasts are popular in B2B marketing, few drive real business impact. Join us on Demand Decoded as we reveal the formula for effective B2B podcasts. Our guest, Jonathan Reid, Founder of Reidentify (a B2B podcast agency), shares insights on: Why B2B companies should invest in podcasting Essential steps to launch a successful B2B podcast Using podcasts to generate leads and drive conversions...

Is your marketing budget being split effectively?  In this episode of Demand Decoded, we tackle a widespread challenge in marketing...  Balancing short-term results with long-term growth.  We'll explore how the pressure for quick wins often leads to overspending on 'working' budgets, while neglecting crucial 'non-working' investments that build sustainable success.  Join u...

Is it possible to use both inbound and outbound effectively, at the same time? In this episode of Demand Decoded, Ben Smith, Marketing Director at Reachdesk dives deep into the Allbound methodology, how you can use it in your business, and how they've used it at Reachesk to smash their revenue targets. We discuss: What 'Allbound' is The benefits of Allbound for B2Bs What a typical A...

 Is demand generation really more effective than lead generation?  Until recently, there was limited publicly available data comparing the effectiveness and conversion rates of these two marketing approaches. But thanks to research from HockeyStack , we now have clear data showing the differences in performance.  In this episode of Demand Decoded, we analyse lead generation versus demand generatio...

A few days ago, a major leak exposed Google's internal Search Ranking documents, revealing over 14,000 potential ranking attributes. This unprecedented look into Google's algorithm has sent shockwaves through the marketing and SEO community. Google search is one of the world's most secretive, closely-guarded algorithms. There has never been a leak of this magnitude in its history, s...