In this episode, we explore how to shift from internally-facing, feature-driven messaging to outward-facing, benefit-led communication that resonates with buyers. We break down the distinction between positioning, value propositions, and messaging, explain how category entry points connect to your messaging framework, and tackle the most visible application of all, homepage messaging. Whether you're starting from scratch or refining existing messaging, this episode provides practical gu...

In this episode, we sit down with Aja Frost, Senior Director of Global Growth and Paid at HubSpot, to explore how one of the world's leading marketing companies is adapting to fundamental shifts in buyer behaviour. We discuss HubSpot's Loop framework, a four-phase marketing playbook designed for the AI era that builds on inbound fundamentals. Aja shares practical examples of what they're implementing at HubSpot, from AI-powered email personalisation that improved conversion rates by 82% to th...

The tension between marketing and sales has existed forever, but we're entering a new era where marketing can genuinely become the hero, not just for sales, but for the entire organisation. In this episode, Dan and Josh explore growth engineering. We discuss why traditional marketing and sales silos create friction, how unified systems and buyer intelligence transform this dynamic, and why marketing is uniquely positioned to orchestrate growth across the business. From Ask Elephant to the fou...

For years, content marketing meant blog posts, eBooks, and SEO. But with AI reshaping how buyers research and the decline of traditional search, that playbook is broken. In this episode, Dan and Phil unpack the new content marketing approach for B2B. They explore why video-first content is essential, how to create for the 95% of buyers who aren't ready to purchase yet, and what's needed to capture the 5% who are. You'll learn practical strategies for diversifying your channels, optimisi...

Your first 90 days are critical for establishing credibility, understanding the business landscape, and setting the foundation for long-term success. In this episode, Dan and Amanda break down the essential phases every new B2B marketing leader should navigate. From conducting thorough marketing audits and building key stakeholder relationships to identifying quick wins and avoiding the pitfall of overpromising, we explore the strategic approach needed to make a meaningful impact. We discuss ...

The marketing world has shifted from SEO to AEO, but what content should you actually create to be found in AI search engines? Dan and Phil break down the commercial content types that get results, from listicles to persona pages, and explain why informational content no longer carries the same value. They share practical insights on query targeting without traditional keyword data, discuss the feasibility of different content formats. Plus, they explore the tools available for trackin...

In this episode, we explore what marketing could look like in a post-search world and why businesses that diversify now will have a massive advantage. From the declining ROI of informational content to why video-first strategies are becoming essential, we unpack the channels and tactics that will replace traditional SEO. We'll cover why being top-of-mind before buyers start searching matters more than ever, how to create content that AI engines actually cite, and why your website's conv...

Marketing teams are evolving rapidly. They're getting smaller, but they're also becoming significantly more strategic and impactful. In this episode, Dan talks with Amanda McGrath about the fundamental shifts happening in how businesses should think about building their marketing teams. We explore the critical importance of investing in senior strategic talent and how AI is enabling teams to achieve more. Amanda shares insights from her conversations with new marketers who've joined companies...

We're podcasting live from HubSpot's INBOUND conference to share what we've learned about the future of B2B marketing. With AI fundamentally changing how buyers research and discover solutions, we explore why face-to-face events have become more crucial than ever for cutting through the noise. We dive into HubSpot's new Loop marketing methodology - their evolved approach to inbound marketing for the AI era. As traditional traffic sources disappear and buyers conduct research in the dark, we d...

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 outcomes, we explore practical strategies that transform adversarial relationships into collabora...

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 "fix this for me", why hyper-localised commercial queries are becoming the norm, and practical steps to optimise you...

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 attribution wars persist, explore the fundamental flaws in current attribution approaches, and share practical a...

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, we cover the practical changes that can transform your website from a digital brochure into a pipeli...

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 in commercial queries. Click here to subscribe to the new Demand Decoded YouTube channel. Click h...

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 that are burning your budget. He also shares real campaign examples from Blend's own LinkedIn ads, sho...

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 marketing performance. We explore the financial metrics that matter, how to build repeatable growth ...

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 the key financial metrics every CMO must understand, and find out how to structure your presentation ...

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 navigation structure, and weak conversion offers. From ditching "contact us" buttons to ungating crucial con...

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 subscribe to the new Demand Decoded YouTube channel. Click here to see how we can help you drive demand for your business.

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 struggle to gain trust when they focus on the wrong measurements. Click here to subscribe to the...