Demand Decoded: Demand Generation & Business Growth

Hosted by Blend

Business Marketing

Website RSS feed

Episodes

141

Latest episode

Aug 2026

Language

EN-GB

About the show

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vs. demand generation - B2B marketing strategy - Digital marketing tactics - Creating demand - Marketing attribution - Outdated and ineffective marketing strategies - Content marketing So, if you're ready to take your digital marketing strategies to the next level, tune in to Demand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.

Listen to episodes

60 recent

August 17, 2026Episode 13355 min

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

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. Anthony shares the simple test he uses to spot weak messaging (would a competitor claim the same thing?), the three legitimate strategies for category positioning, and why having six "ideal" customer profiles defeats the point of the word ideal. He also explains how large language models now read and rank your messaging, and why clarity matters more than ever in an AI-first search world. Essential listening for any marketing leader who suspects positioning is the thing holding everything else back. Click here to get your free AEO visibility audit 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 .

August 10, 2026Episode 13251 min

Customer Success Is Your Best Marketing Channel (You're Just Ignoring It)

Most B2B marketing teams pour their budget into new logo acquisition while ignoring the growth channel already sitting inside their business: their existing customers. Sentiment gets reduced to a single NPS score sent to the wrong person, and by the time an account looks at risk, it's often too late. In this episode, Dan and Josh unpack why customer sentiment needs to be measured continuously, across every stakeholder, not just the day to day contact. They explore how first party signals (usage, tickets, engagement) and third party intent data (hierarchy changes, layoffs, competitor research) combine to reveal churn risk and expansion opportunities long before they surface in a renewal call. They also get into why unnamed case studies do nothing for credibility, and how building authentic, mutually valuable advocacy programmes turns happy customers into your most powerful marketing asset. Essential listening for anyone building a customer marketing or customer success strategy that's about more than ticking a box. Click here to get your free AEO visibility audit 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 .

August 3, 2026Episode 13138 min

Reacting To Our 2026 Predictions (Six Months Later)

At the start of the year we made three bold predictions about the channels that would define B2B marketing in 2026. Now it's time to mark our own homework. Dan and Phil react to their 2026 predictions on events, YouTube and AI search, checking what actually played out against what they called back then. They discuss why small, curated dinners are outperforming big exhibitions, why YouTube is driving volume but not always the right buyers, and why AI search looks set to overtake Google for high intent leads within the month. They also share the tactical shift needed as listicle content becomes saturated, plus how they're using HubSpot and Claude together to prove which content is genuinely influencing buyers. Essential listening for any B2B marketer who wants an honest gut check on which predictions are holding up, and which need rethinking. Click here to get your free AEO visibility audit 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 .

July 27, 2026Episode 13045 min

WTF Is Happening in B2B Go-To-Market Right Now

Traffic is collapsing across B2B. Some brands are down 50 to 60% year on year, yet pipeline and revenue keep climbing regardless. If your dashboard still treats traffic as the leading indicator of success, you're tracking the wrong thing, and you're far from the only one getting this wrong. In part one of this mini-series, Dan and Josh tear through the chaos list: why answer engine optimisation has gone from nice-to-have to non-negotiable, why the old lead waterfall no longer holds up, and why long-form video and podcasts are now doing the discovery work blogs used to. They also tackle the conversation most CMOs are avoiding: disconnected systems between marketing, sales and customer success that leave leadership flying blind on revenue, and why net new logos can't be the only number that matters anymore. Essential listening for anyone in B2B marketing leadership trying to work out what's actually broken in their go-to-market, and what to fix first. Click here to get your free AEO visibility audit 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 .

July 20, 2026Episode 12931 min

We Just Spent £2,500 Testing ChatGPT Ads - Here's the Honest Truth

Every B2B marketer is being told ChatGPT ads are the next big channel, but almost nobody's actually run them. There are no keywords, no search volume data, and no way to see what buyers are typing into the chat that triggers your ad. So how do you target, and how do you know it's working? In this solo episode, Dan shares Blend's real testing data from months of running ChatGPT ads, covering the campaign structure, the shift from keywords to context hints, and why the simplest, most literal ad copy is consistently outperforming anything clever. He breaks down real cost-per-click figures against Google Ads, the platform's biggest current weakness, and why conversions are still lagging behind other channels despite promising click-through rates. Essential listening for any B2B marketer with test budget to spend and a reason to get ahead of a channel that's about to become unavoidable. Click here to get your free AEO visibility audit 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 .

July 13, 2026Episode 12845 min

How to Fix the AI Inconsistency Problem Wrecking Your Go-To-Market

Your sales team could be pitching your competitor's narrative right now, and they wouldn't even know it. That's the risk hiding inside AI adoption. As more of your business relies on ChatGPT and Claude to write proposals, RFPs and content, without any shared context or governance, the gap between what's true about your brand and what's actually being published grows wider every day. In this episode, recorded live on LinkedIn, Dan and Josh break down exactly how to fix this. They unpack the data behind the problem (63% of B2B marketers say AI is increasing noise, not differentiation) and explain why cloud projects and custom GPTs only patch the issue rather than solve it. Then they demo Blend Core, a governed knowledge base that plugs your ICPs, tone of voice, case studies and convictions straight into any AI tool, so every output stays consistent, on-brand and actually sounds like you. Essential listening for any marketing or sales leader scaling AI usage without a governance plan in place. Want to see how BlendCore keeps your brand's voice consistent everywhere your team uses AI? Find out more: blendb2b.com/blendcore Click here to get your free AEO visibility audit 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 .

July 6, 2026Episode 1271 hr 1 min

Why Your Best Marketing Instincts Are Actually Psychology Tricks (Not Talent) w/ Phill Agnew

Most B2B marketers think persuasion is instinct. It isn't. It's psychology, and most brands are getting it wrong without realising why their messaging falls flat while competitors' sticks. In this episode, Dan sits down with Phill Agnew, host of Nudge, to unpack the behavioural science principles hiding behind some of the biggest marketing wins in history. They cover why Zoom beat GoToMeeting by saying less, not more (the goal dilution effect), why Apple never mentioned megabytes and instead sold "1,000 songs in your pocket" (concrete phrases), and why anchoring a scary price before the real one makes buyers say yes. They also dig into the human-to-human connection principle: why Banksy hides behind anonymity, why Lush sticks employee names on products, and what that means for faceless B2B brands trying to build trust. Essential listening for any B2B marketer who wants their messaging to actually stick, not just sound clever. Click here to get your free AEO visibility audit 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 .

June 29, 2026Episode 12642 min

Your Marketing Is Sending Buyers Straight to Your COMPETITORS (Here's Why)

Most B2B businesses are unknowingly marketing for their competitors. They invest in content that educates the market, builds awareness of a problem, and creates real demand, then watch the majority of that demand flow straight to the category leaders already occupying the most mindshare. This is the duplication of purchase law in action, and it's costing businesses far more budget than they realise. In this episode, Dan and Amanda break down why this happens and what to do about it. They explore the trap of leading with the problem rather than your answer to it, how to define a value proposition that is genuinely yours rather than the sum of your parts, and why partner marketing amplifies this risk more than almost any other channel. They also dig into category-aware versus category-unaware audiences, the role of authentic personal brand in cutting through, and why clarity of positioning is the single biggest unlock for most B2B teams. Essential listening for any marketer or business leader who suspects their campaigns are doing more for the competition than for their own pipeline. Click here to get your free AEO visibility audit 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 .

June 22, 2026Episode 12546 min

How to (Actually) Use Intent Data Effectively - Real Use Cases

Most B2B teams buying intent data are either over-trusting it or barely using it at all. They're treating weak signals as buying intent, spamming entire lists off the back of a topic search, and wondering why response rates look like cold outbound. The tool isn't the problem, the way it's being operationalised is. In this episode, Dan and Phil cut through the vendor hype and get into what intent data can and can't actually tell you. They cover first party versus third party intent, the right way to build LinkedIn audiences from intent signals, using company news triggers that map to real buying moments, intent-triggered account reactivation, and how AI prospecting agents are changing the outbound motion, without removing the need for a decent offer. Essential listening for any B2B marketer or revenue team trying to get real return from their intent data investment, not just a more expensive cold list. Click here to get your free AEO visibility audit 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 .

June 15, 2026Episode 1241 hr 1 min

GTM org of 2028: smaller, sharper, more expensive per head

Most B2B businesses are still hiring and structuring their teams the way they did a decade ago, more headcount to hit more targets, more layers between marketing, sales, and customer success. That model is already breaking. In this episode, Dan and Josh map out what the GTM organisation actually looks like in the AI era: fewer people, more senior, with entirely new roles emerging, the Growth Architect, the Brand Knowledge Steward, the Agentic Operations Lead. They get into how every function changes, from content and demand gen through to BDRs, AEs, and customer success, why human-to-AI ratios are shifting fast, and what governance has to do with whether any of it works. Essential listening for revenue leaders, heads of marketing, and anyone trying to figure out whether their current team structure will still make sense in two years' time. Click here to get your free AEO visibility audit 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 .