Demand Decoded: Demand Generation & Business Growth

145 Episodes

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What PE-Backed Companies Get WRONG About GTM Transformation

2026-09-1450:11

When private equity buys your business, everything about your go-to-market has to change, and most marketing and sales leaders aren't ready for it. In this episode, Dan is joined by Josh, who brings hands-on experience from both sides of PE deals, to break down what a private equity-backed GTM transformation actually looks like once the deal closes. They explain why recurring revenue suddenly becomes the only metric that matters, how CAC payback period reveals whether your go-to-market model ...

The AEO Playbook Rebuilt: What's ACTUALLY Getting Results

2026-09-0701:11:32

Most B2B marketers are still guessing when it comes to AI search. Some are pouring effort into listicles that never get cited. Others don't realise that promoting bigger competitors in "best of" lists can push their own brand out of the answer entirely. In this episode, Dan and Phil unpack how large language models actually retrieve information, including the "fan out" process that determines what gets cited and what gets ignored. They break down real examples from Blend and its clients, cove...

Why Your Demand Gen Isn't Converting to Pipeline (5 Signs to Check)

2026-08-3133:15

Pipeline not moving? Most marketers reach straight for the campaign, blaming channels, budgets, or creative. Dan argues that's almost never where the real problem sits. In this solo episode, Dan runs through a five point diagnostic for working out why demand generation isn't converting into pipeline, checking each stage in the order a buyer actually experiences it rather than jumping to tactics. The five checks cover product market fit, the inseparable trio of positioning, messaging and audie...

REPLAY: Demand Gen 101: Steal This Playbook

2026-08-2437:54

We're resharing this episode of Demand Decoded because we think it's worth watching again. 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...

Why Nothing Else In Marketing Works Until Your Positioning Is Right w/ Fletch's Anthony Pierri

2026-08-1755:06

Positioning is the most overlooked fundamental in B2B marketing, and it's the one thing everything else depends on. Get it wrong and no channel, campaign or piece of content can compensate. Get it right and the rest of your marketing engine runs far more efficiently. Dan and Phil sit down with Anthony Pierri, co-founder of Fletch, the positioning and messaging consultancy that's worked with close to 600 B2B companies, to unpack why positioning is so hard to get right and so easy to overlook. ...

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Demand Decoded: Demand Generation & Business Growth