Demand Decoded: Demand Generation & Business Growth

Your PPC dashboards are all red, but your campaigns aren't the problem. In this episode, Dan and Phil unpack why paid search performance is declining across the board, and why the real culprit is a fundamental shift in buyer behaviour, not campaign quality.They cover why AI overviews are tanking click-through rates even on commercial queries, how to reframe your PPC optimisation strategy around conversions not clicks, the truth about Performance Max, and why the real opportunity now is being present in research, not just search.Seer Interactive CTR study mentioned in this episode: https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update Click here to get your free AEO visibility auditClick 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 B2B companies still grow the same way they always have. More headcount, more tools, more effort. Dan and Josh make the case that this model is fundamentally broken.In this episode, they introduce the eight-stage B2B growth cycle and explore what it means to engineer each stage. From product market fit and messaging through to customer expansion, as a connected, scalable system rather than a collection of manual processes.They also discuss the risks of ungoverned AI across the revenue life cycle, and why Blend Core was built to solve exactly that problem.Essential listening for B2B leaders who want predictable, scalable revenue without simply throwing more resource at the problem. Click here to get your free AEO visibility auditClick 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 B2B companies running paid media are doing it wrong, not because the channels don't work, but because they're measuring them the wrong way. In this episode, Dan is joined by Adam Holmgren, founder of Fibbler, to cut through the noise on paid media in B2B. They cover why chasing leads from LinkedIn is killing your results, how to use retargeting and thought leader ads effectively, and what it really takes to build the kind of brand presence that stays front of mind when buyers are ready to move.  Click here to get your free AEO visibility auditClick 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 B2B website projects fail because of one critical misconception: they're approached as design projects when they should be treated as strategic growth infrastructure. In this episode, Phil explains why focusing on visuals, animation and aesthetics before strategy leads to missed timelines, blown budgets and websites that fail to generate pipeline. He breaks down the infrastructure approach that successful website projects follow, covering everything from understanding buyer journeys to building for continuous optimisation. You'll learn how to set proper success metrics, prioritise requirements correctly and ensure your website project delivers measurable business impact rather than just a pretty new design. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

Your buyers aren't ignoring you, they're forgetting you. And there's 140 years of psychology that explains exactly why. In this solo episode, Dan breaks down the Ebbinghaus forgetting curve: what it is, why it hits B2B harder than any other discipline, and what it means for the way you run campaigns, manage ad frequency, and show up in the market. From LinkedIn ads to long sales cycles to multi-stakeholder buying committees, this episode connects the science of human memory to the real decisions B2B marketers make every day.  Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

Phil explores information scent, a critical UX concept that determines whether buyers can find what they need on your website. He explains why clear navigation beats clever branding, how to avoid common mistakes like using internal jargon in key areas, and why buyers abandon websites even when the right information exists. You'll learn practical ways to improve information scent across navigation, page titles and form fields, plus how AI is changing what buyers expect from B2B websites. Phil also shares how to use AI tools to test whether your terminology makes sense to your ideal customers. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

When marketing numbers drop, most teams either panic or bury their heads. In this solo episode, Dan tackles the conversation that happens behind closed doors every quarter, what do you actually do when things go wrong?He walks through a practical framework: how to tell a blip from a real trend, which data layers to dig into when diagnosing the drop, and how to factor in external forces like competitor activity, AI search, and macroeconomics.From recovering short-term pipeline to protecting long-term brand investment, this is the diagnostic playbook every marketing leader needs. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

AI is dramatically changing how buyers find and use B2B websites. In this episode, Phil explores how AI overviews and tools like ChatGPT are reducing website traffic whilst simultaneously increasing visitor quality and intent.  You'll learn the three core strategies for optimising your website in this new era: technical answer engine optimisation, increasing AI citations and mentions, and maximising conversion rates for high-intent visitors. Discover why abandoning your website isn't the answer, and how to adapt your strategy to turn fewer visits into more pipeline. Click here to get your free AEO visibility auditClick 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 businesses are using AI, but only at surface level. Prompting, asking questions, getting answers. In this episode, Dan and Phil go beyond the basics to show what AI orchestration actually looks like in practice. Walking through real workflows built and used at Blend, they demonstrate how AI can feed insights across your entire business, fuelling pipeline, improving conversion, and reducing churn across marketing, sales, and customer success.  Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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

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

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 replacing what already works. Essential listening before you swap out your commercial CTAs.Click here to get your free AEO visibility auditClick 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 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 ways to unlock revenue you didn't know you had.  Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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. Discover the specific inputs you need from your organisation, how to brief your website partners effectively, and why getting strategy right transforms your results. Click here to get your free AEO visibility auditClick 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 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 the needle. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 get your free AEO visibility auditClick 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 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 get your free AEO visibility auditClick 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 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&L and speak the language of the board. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 itself and its customers, including the real results they're seeing.  Click here to get your free AEO visibility auditClick 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 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 strategy to intent data and buyer intelligence, this episode gives you a practical framework for rethinking where your budget and resource should really go. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 insights effectively, and the strategic thinking that AI can't replace. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 AI responses, and why hiding content from AI is sabotaging your growth. This episode covers the frameworks you need to win in AI search, why gated content makes no sense anymore, and how to build a content strategy that actually shows up when your buyers are researching. Click here to get your free AEO visibility auditClick 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 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 board members have that could fill your pipeline with executive-level deals.  Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 leaders. With ChatGPT now reaching 800 million monthly users, the window for early-mover advantage is closing fast. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 mechanisms, ad formats, and how the paid/free tier split will affect performance.Click here to get your free AEO visibility auditClick 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 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 get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 worst justification you can give. Learn how to present your baseline, test incrementally, and create predictable outcomes that keep you out of the boardroom firing line.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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. This creates an opportunity for marketing to operate as growth engineers, not just communicating with the market, but shaping product development, accelerating sales, reducing churn, and ultimately driving revenue across every business function.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 points to updating CRMs without manual input. Woody explains how AskElephant differs from typical AI tools by creating real-time orchestration rather than just analysis, and why the future of revenue operations lies in growth engineering. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

In this episode, Dan and Phil tackle one of marketing's most frustrating challenges: measuring ROI. As year-end budget planning approaches, many marketers find themselves stuck trying to calculate channel-by-channel returns that simply don't reflect reality.The problem? Buyers don't purchase based on a single channel, yet most marketers default to last-touch attribution and isolated channel metrics. Dan and Phil explain why this approach is fundamentally flawed and what to do instead. They advocate for blended ROI across all marketing activity, using efficiency signals rather than impossible-to-calculate channel returns, and combining quantitative data with qualitative buyer insights.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

In this episode, Dan sits down with Kevin White, Head of Marketing at Scrunch, to unpack how AEO measurement actually works and why it's now essential for B2B brands. They explore what Scrunch does, how it tracks AI visibility at the topic level rather than individual prompts, and why features like AXP (Agent Experience Platform) matter for technical optimisation. Kevin explains the critical difference between measuring SEO and AEO, why large language models favour certain content structures, and how brands can systematically improve their performance in AI search results before the space becomes saturated. Click here to get your free AEO visibility auditClick 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 marketers are investing in answer engine optimisation, but few know how to measure if their efforts are working. In this solo episode, Dan breaks down why traditional SEO measurement doesn't work for AEO and introduces a four-layer framework for tracking AI visibility. You'll learn why prompt behaviour differs from keyword searches, how to create meaningful prompt variations based on your ICP, and what tools can help you track directional improvement across AI platforms like ChatGPT, Perplexity, and Claude. Dan also shares real examples from Blend's own AEO measurement approach using Scrunch. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

In this episode, Dan and Amanda explore why your marketing and sales budgets shouldn't be separate conversations, they should be part of one unified growth budget. They discuss how to work backwards from business goals, make the case to stakeholders, and avoid common pitfalls like over-investing in saturated channels. You'll learn how to align your budget with strategic priorities, whether that's expanding into new markets or increasing customer lifetime value, and why staying flexible throughout the year is just as important as the initial plan. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

Dan and Phil reveal their top three marketing channel picks for 2026, explaining where the biggest opportunities exist compared to effort and cost. They discuss why in-person events are experiencing a resurgence as AI makes authentic human connection more valuable, how YouTube remains an untapped channel for B2B with lower saturation than other platforms, and why Answer Engine Optimisation is the number one priority as buyers increasingly turn to ChatGPT and large language models for research. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 guidance on creating a messaging house framework that drives consistent communication and better conversion. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 their approach to Answer Engine Optimisation.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 four-phase transformation process, we break down practical steps to shift from lead volume metrics to becoming the growth architect your company needs.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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, optimising for AI search, and measuring what actually matters. If your content strategy still revolves around blog traffic and lead generation, it's time for a reset. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 how to assess existing resources, understand your buyer lifecycle, and align marketing efforts with business objectives focused on revenue and profit.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 tracking AEO performance and why the best time to start was yesterday. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 conversion rate could become your most valuable metric when traffic gets scarce but highly qualified. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 in their first 90 days, revealing common hiring mistakes and the difference between businesses that get marketing team building right versus those that don't.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 discuss why website conversion optimisation has never been more critical and how successful marketers are adapting their content strategies when "they ask, AI answers" becomes the new reality.Click here to get your free AEO visibility auditClick 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 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 collaborative business partnerships. Discover why transparency and intellectual honesty are essential, how to speak the CFO's language, and the embedded analyst approach that's revolutionising CMO-CFO collaboration at mid-market companies. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 your content for the new search reality, including schema implementation and persona-driven content creation that actually gets referenced by AI tools.Read the full research study: https://metehan.ai/blog/i-analyzed-1827-real-user-prompts-from-chatgpt-here-what-ive-found-agentic-search/Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 alternatives like self-reported attribution and AI-powered analysis. They reveal how to end the attribution politics by aligning teams around shared goals, unified systems, and what executives actually care about: revenue efficiency.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 pipeline-generating machine.We also tackle why B2B conversion rate optimisation is completely different from e-commerce CRO, and share real data on how simple changes can double your meeting conversion rates overnight.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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

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, showing what works and what doesn't.Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.

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 engines, and common pitfalls that get marketing teams replaced. Click here to get your free AEO visibility auditClick here to subscribe to the new Demand Decoded YouTube channel.Click here to see how we can help you drive demand for your business.