Demand Decoded: Demand Generation & Business Growth

Want to drive real demand with LinkedIn Ads? LinkedIn is the go-to social platform for most B2B companies, offering a direct line to your target audience. But, for many reasons, lots of businesses running ads on LinkedIn struggle to see tangible results. In this episode of Demand Decoded, we cover proven strategies to effectively advertise on LinkedIn and leverage this powerful B2B platform. Tune...

Blogging was once the go-to content medium for most B2B companies. It was a proven way to attract and engage audiences. But, with the rise of other content mediums and channels, the role of blogging has evolved. In this episode of Demand Decoded, we'll explore if blogging still has a place in a modern demand generation strategy, covering: - The speculated decline in search  - The changing rol...

In this episode, we sit down with Tanya Tran, the Head of Marketing at the early-stage startup Partful, to explore how she built a demand generation powerhouse from the ground up.   Tanya shares insights from her first 90 days at Partful, including how she quickly established trust with the leadership team, the strategic marketing investments she made, and the highly effective paid advertising str...

With 8.5 billion searches happening 𝐝𝐚𝐢𝐥𝐲 on Google, SEO is still one of the most powerful ways to capture demand and drive revenue, but the right approach is crucial for success. In this episode, we share our proven SEO approach that actually generates revenue. We dive into Blend's own SEO strategy, which generates hundreds of high-intent leads, and explore the approach we use to achieve sim...

Businesses continue spending huge amounts of money on paid ads without fully understanding the return on that investment.  In this episode, we dive into why companies continue pouring money into a channel that frequently fails to deliver positive returns. We’ll examine the key metrics you need to track to evaluate your paid ad spend and determine if it makes sense to continue investing in this spa...

We were thrilled to have Chris Walker, pioneering demand generation expert and Executive Chairman at Refine Labs, join us to decode modern B2B go-to-market strategies.  As an innovator in B2B go-to-market, Chris shares an inside look at his journey to developing a modern approach to demand gen.  He dives into the biggest problems plaguing B2B marketing today, including where companies waste budget...

The HubSpot 2024 State of Marketing Report is out, and as always, it offers some fascinating data on what over 1,400 B2B and B2C marketers globally say their biggest priorities and challenges are this year. The report asks where they're spending budget and resources, which channels are hitting (or missing) the mark, how they’re using AI in 2024, and much more. In this episode, we dive into th...

Jessica Stonish , Head of Marketing at life sciences SaaS company Synthace, joined us on Demand Decoded to discuss how they have challenged industry norms to become a demand generation powerhouse.  During her time at Synthace, Jessica has achieved remarkable results, including:  328% YoY increase in high-intent inbound pipeline  116% growth in LinkedIn reach through paid, organic, and employee ena...

Want to hear the B2B marketing tactics that we think will drive maximum results in 2024? In this episode, we’ll rate 10 of the most popular B2B marketing tactics, revealing what we think will drive the best results going forward. Get the insider perspectives as we debate and defend our ratings. You'll discover the creative, out-of-box approaches we're betting on and the traditional tacti...

If you're still measuring marketing success by leads, you're wasting effort on the wrong metrics. Most leads never convert to customers or revenue.  It's time to open your eyes to what truly matters - marketing's impact on pipeline and revenue. Switching from counting leads to tracking revenue allows you to understand and optimise activity that actually generates customers. In...

Join us for a special Christmas episode as we look back on some of the best moments from Demand Decoded in 2023! From insightful interviews to hot takes on B2B marketing strategies, we recap some of our favourite moments from the past year. We want to thank you for your support and engagement with the show this past year. The community around Demand Decoded continues to grow, and we look forward t...

Understanding how your marketing affects revenue is crucial for business growth. That's why measuring and attributing success are vital in modern marketing. But traditional methods often fall short, relying on website cookies to track engagement and conversions. This overlooks the complex, multi-channel journeys customers take before buying. That's where self-reported attribution comes i...

The benefits of ungated content are clear — more reach, greater brand affinity, better formats, unlimited creativity... But for companies used to a gated content model, how do you make the transition successfully? In this episode of Demand Decoded, we walk you through the step-by-step process behind effectively ungating your content. We’ll share how to shift your mindset from treating content sole...

The promise of email nurturing is enticing - send a series of timed emails to cold leads and watch them warm up as hot prospects ready to talk with sales. But the data reveals a different reality. As today's buyers remain anonymous and tune out generic emails, marketers are realising email nurturing is ineffective. In this episode of Demand Decoded, we explore why this set-it-and-forget-it ap...

2024 is just around the corner, and marketers are actively planning their growth strategies for the coming year. So, we're getting tactical and are looking at some of the best ways to create demand in the coming year. In this episode of Demand Decoded, we're excited to have Sarah Breathnach, a Demand Generation Leader and well-known LinkedIn voice, joining us to shed light on this tactic...

Marketing is always evolving and 2024 is set to be an exciting year. In this episode of Demand Decoded, we’re going to look at what we think 2024 will hold for B2B marketing. We’re going to discuss: The evolution of buyer behaviour and preferences Channel predictions How B2B advertising might evolve The impact of AI on B2B marketing Emerging technology What we think will make a comeback in 2024 Cl...

The 2024 planning season has officially arrived. It’s a crucial and pivotal time for marketers.  It's a period that demands critical thinking and the art of creating a compelling narrative that will secure buy-in for your strategy.  But instead of telling you how to create a marketing strategy from scratch, which many of you have done before, we want to help you refine the finer details in yo...

Are you producing content but not seeing the results you expected?  It's time to re-evaluate your content distribution strategy.  While it's true that 'content is king', your distribution powers it.  In this episode of Demand Decoded, we delve into the vital components of content distribution to help you get the most out of your content creation efforts.  We cover:  The essenti...

Quick note on this episode: This is not a podcast to promote Blend, or tell you to sack your current agency. We're talking about how to maximise everything from your current agency, and how to foster great relationships with new partners.  Here’s the thing: you might hold the keys to supercharge your agency's impact! You can often make many simple changes to maximise the impact you get f...

Your homepage is the single most important page on your website. It's usually the most visited page by new and returning users, playing a major role in your website experience. Yet, deciding what to put on it can be tricky. It's easy to overload with information, replicate content from other pages, and miss your target audience's needs. In this episode of Demand Decoded, Phil combin...

B2B marketing is like a moving target, always evolving with new trends and distractions. But what’s the situation today, and what are the best strategies to drive business growth?  In this episode of Demand Decoded, we're joined by Kipp Bodnar, CMO at HubSpot, to explore the current state of B2B marketing.  We cover:  The most significant changes in B2B marketing over the past 10-15 years.  H...

Lead generation is no longer an effective B2B marketing strategy, and it hasn’t been for some time.  Since the surge in popularity of inbound lead generation in 2010, a significant evolution has taken place – particularly in buyer behaviour, which has been a driving force behind this shift.  Yet, despite these huge changes in buyer behaviour, many B2B marketing teams are sticking to the same old l...

For most B2B companies, your website is the main source of opportunities. It’s where modern buyers engage in self-service research and make crucial decisions. But are you capitalising on its potential? In this episode of Demand Decoded, we discuss the strategies and tactics you can use to stop leaving money on the table and start converting more high-intent leads through your website. We dive into...

As buyers continue to place less trust in traditional marketing approaches, they increasingly turn to the advice and recommendations of their connections and peers. To adapt to this evolving consumer behaviour, forward-thinking brands embrace community building to establish powerful brand connections. In this episode of Demand Decoded, we’re joined by Katie Ray, an experienced B2B community expert...

It's no secret that buyers these days prefer to opt-out. It seems like most of them would rather not receive any marketing communications if given the choice.  So, as a marketer, you might be wondering how on earth you can effectively communicate with them.  In this episode of Demand Decoded, we explore the shift in marketing strategy that will empower you to navigate the opt-out landscape wi...