Demand Decoded: Demand Generation & Business Growth

Hosted by Blend

Business Marketing

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Episodes

132

Latest episode

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vs. demand generation - B2B marketing strategy - Digital marketing tactics - Creating demand - Marketing attribution - Outdated and ineffective marketing strategies - Content marketing So, if you're ready to take your digital marketing strategies to the next level, tune in to Demand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

June 15, 2026Episode 1241 hr 2 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 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.

June 8, 2026Episode 12357 min

Why Your Content Strategy Keeps Stalling (And How to Build One That Doesn't)

Most B2B content operations don't fail because of a lack of effort, they fail because they were never built on the right foundations. Jumping straight to "let's start a podcast" or "we should post more on LinkedIn" before answering the harder questions about point of view, ICP, and channel strategy is where most teams go wrong. In this episode, Dan and Phil break down what it actually takes to build a content engine that scales. They cover how to extract genuine insight from subject matter experts (without asking them to write newsletters), why video has become the non-negotiable starting point for a modern content strategy, how to repurpose long-form content into a connected multi-channel system, and why consistency at scale now depends on having a single source of truth for your AI outputs. Essential listening for B2B marketers who know content should be driving pipeline, but are stuck figuring out how to make the engine run. 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.

June 1, 2026Episode 1221 hr 1 min

Two Buyer Journeys, One Broken Playbook (and How to Fix It)

89% of B2B buyers are using generative AI to research vendors. 60% of searches now end without a click. And most shortlists are formed before anyone picks up the phone. If your marketing still treats every buyer the same way, you're not just losing deals. You're being cut from the list before the race has even started. In this episode, Dan is joined by Josh Bouk to break down why procurement-led and economic buyer-led journeys demand completely different playbooks. They cover how to engineer your presence into the day-one shortlist, why marketing and sales teams need to stop lobbing leads over the wall and start building a genuinely connected buyer experience, and the specific tactics that make you easier to buy from at every stage. Essential listening for B2B marketing and sales leaders who want to build a revenue process that maps to how buyers actually buy today. 89% of B2B buyers now use generative AI in research: https://www.forrester.com/report/b2b-buyer-adoption-of-generative-ai/RES181769 60% of searches end without a click: https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/02/the-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it/ 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.

May 25, 2026Episode 12151 min

How to Audit AI Visibility the RIGHT Way (and How to Act on the Data)

Website traffic is down, traditional SEO metrics are losing their meaning, and most teams are either not measuring their AEO performance at all or drowning in data they don't know what to do with.In this solo episode, Dan breaks down how to build an AEO measurement framework that goes beyond vanity metrics. From choosing the right prompts to track, to analysing your citation data for strategic insight, to tying AI visibility to pipeline and revenue, this episode gives you a practical system you can actually use.Essential listening for B2B marketers trying to make sense of AI search and prove its impact on the business.HubSpot State of AEO report: https://hubspot-state-of-aeo-report-web-view.lovable.app/ How to build an AEO strategy: https://youtu.be/kSM8TvmFAwo 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.

May 18, 2026Episode 12039 min

Why Your PPC Is Declining (And It's NOT Your Campaigns)

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.

May 11, 2026Episode 11959 min

From Effort to Engineering: The New B2B GTM Operating Model That ACTUALLY Scales

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.

May 4, 2026Episode 11858 min

Why B2B Marketers Are Getting Paid Media WRONG (And How to Fix It) w/ Adam Holmgren

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.

April 29, 202612 min

Website Strategy vs Design: The Approach That Actually Generates Pipeline

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.

April 27, 2026Episode 11731 min

Why Your Buyers FORGET You: The Psychology Behind Being Remembered

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.

April 22, 202623 min

Information Scent 101: Make Your B2B Website Instantly Understandable

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.