Claim OwnershipDemand Decoded: Demand Generation & Business Growth
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Description
Decode the secrets of successful B2B digital marketing with Demand Decoded, the podcast hosted by Blend, a B2B website and demand generation agency.
Our show focuses on breaking the mould of traditional B2B marketing tactics, providing actionable insights that you can use to transform your marketing into a revenue-generating machine. With a team of experts from Blend as our main hosts, we delve into the latest trends and strategies to help you become a better marketer.
We cover topics like:
- Lead generation vs. demand generation
- B2B marketing strategy
- Digital marketing tactics
- Creating demand
- Marketing attribution
- Outdated and ineffective marketing strategies
- Content marketing
So, if you're ready to take your digital marketing strategies to the next level, tune in to Demand Decoded and decode the secrets to B2B marketing success.
119 Episodes
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Phil challenges the conventional wisdom around conversion rate optimisation. He explains why optimising for lead volume often damages business results rather than improving them, and reveals the metric you should actually be measuring. You'll learn why fewer, higher-quality conversions typically outperform high-volume lead generation, and how to align your website strategy with genuine business outcomes like pipeline and revenue. Click here to subscribe to the new Demand Decoded Y...
Everyone's using AI. But without the right context, you're just generating inconsistent, off-brand output at scale. In this episode, Dan and Josh introduce the concept of a digital twin, a curated, controlled knowledge base that gives every AI agent and team member accurate, consistent company context. They cover why off-the-shelf tools like ChatGPT and Claude fall short, how digital twins are built, and why mid-market businesses are uniquely positioned to get ahead with this strategy.&...
Interactive demos feel modern and buyer-friendly, but do they actually outperform traditional "book a demo" CTAs? In this episode, Phil examines the real conversion data behind both approaches and reveals why interactive trials often underperform despite their appeal. You'll learn when interactive demos genuinely add value versus when they simply cannibalise higher-quality pipeline. Phil explains how to deploy these tools strategically to increase demo quality and quantity rather than replaci...
Most B2B marketing teams are laser-focused on net new logos, but what about the revenue already sitting in your existing customer base? In this episode, Dan is joined by Josh to unpack why so many marketing teams overlook expansion and retention, how to calculate wallet share and total whitespace, and what marketing can actually do to drive cross-sell and upsell growth. From account planning and CRM strategy to customer events and mental availability, this one's packed with practical wa...
New marketing leaders often inherit websites that hold back business growth. Your instinct to redesign immediately is understandable, but rushing into a full redesign without the right groundwork guarantees expensive failure. In this episode, Phil reveals the critical work that must happen before you touch design or development. Learn why data analysis, positioning clarity, and go-to-market strategy alignment aren't optional extras; they're the foundation everything else builds on. Dis...
Most marketing teams have more reports than they know what to do with, and yet, very few of those reports actually drive decisions. In this episode, Dan and Phil break down why so many B2B marketers fall into the trap of reporting for reporting's sake, and what a smarter approach looks like. From starting with the "why" behind every report to building a top-down view of revenue and pipeline, this episode gives you a practical framework for turning your data into something that genuinely moves...
Phil explores why the demo request is the single most valuable conversion your B2B website can generate, and why so few businesses are optimising for it. Phil reveals the staggering difference in pipeline performance between high-intent and low-intent leads, and what that means for your website strategy. You'll learn how to optimise the full demo request journey, from demand creation and discoverability, through to on-site experience and post-conversion follow-up. Click here to subscribe to...
Most marketing leaders are smart, hard-working, and still failing to get CEO buy-in. Not because their ideas are bad, but because they're speaking the wrong language. In this episode, Dan is joined by Josh Bouk to unpack what CEOs actually care about and how marketing leaders can better communicate with the C-suite. They cover how to frame marketing in business terms, the metrics that actually matter, and why transparency builds more credibility than claiming success. Click here to subscri...
Most marketers are promoted into leadership because of what they know, but leading marketing demands a completely different set of skills that nobody is teaching. In this episode, Dan and Phil break down the core skill gaps holding marketing leaders back right now: AI literacy and prompt engineering, commercial and financial acumen, and technology and data fluency. They cover practical ways to build each one, from filling potholes before building bridges with AI, to learning how to read a P&a...
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 pipeline. Using Rippling as a live example, they share exactly how Blend approaches AIO for i...
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 marketers need to do to build the brand presence that gets them on that day one shortlist. From LinkedIn ads and trade show str...
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 than any software metric. Learn which data you can actually trust, how to operationalise insi...
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 tomorrow. Learn why traditional SEO still plays a role, how to get cited (not just mentioned) in A...
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, the macro market threats and opportunities you're navigating, and the one unexpected resource your ...
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 ChatGPT visibility, and why understanding buyer behaviour shifts is essential for marketing ...
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 reach buyers during their actual research and evaluation process. But there are unknowns too, targeting mechanis...
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 about to disrupt everything you thought you knew about Google Ads. Click here to subscribe to the n...
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 have, how to build the infrastructure to track what actually matters, and why "it feels like we need more people" is the...
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 insights from sales calls, customer feedback, and cross-functional data in ways that were previously cost-prohibitive. ...
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 marketing, sales, and customer success, from automatically capturing customer quotes and pain p...
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