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.

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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.

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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.

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Demonstrating the value of marketing to senior leaders is a common and frustrating challenge. 

In this episode of demand decoded, we explore the challenges that marketers face when it comes to demonstrating their value to top-level executives. Our speakers discuss strategies for overcoming these obstacles and making a compelling case for marketing's importance within the organization. 

Hear practical tips on learning and speaking the language of other C-suite members, aligning metrics with business goals, refining your internal comms, and reporting on pipeline and revenue to transform the outlook of marketing. 

Key takeaways: 

• Why you’re struggling to demonstrate the value of marketing. 
•  How shifting your measurement to pipeline and revenue will transform the perception of marketing. 
• How to craft a compelling narrative that highlights the role of marketing in driving business growth. 
• The role internal communications play when demonstrating the value of marketing. 
• How to build a strong business case for marketing investments and defend your budget in front of senior leaders. 

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Are you curious about the evolving debate between gated and ungated content? 

In this episode, we explored how the pendulum has swung from gated to ungated content, and whether there’s still a place for both. 

We also explored the challenges of pivoting from gated to ungated content, and how marketers can successfully navigate this transition. 

Key takeaways: 

• The strategic decision behind ungating content 
• How Blend transitioned from gated to ungated content and the impact this had 
• The fundamental issues with gated content 
• The benefits of ungating content 
• How to use gated content going forwards 

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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. 

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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.

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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. 

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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. 

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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.

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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.

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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. 

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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/

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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.

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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. 

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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.

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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.

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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.

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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. 

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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 to demonstrate command of your market, business, and metrics in just 10 minutes.

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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 content, discover the proven strategies that turn more visitors into pipeline without increasing your marketing spend.

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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. 

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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.

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Go behind the scenes of Cognism's Sales Companion product launch with VP of Brand Marketing Liam Bartholomew.

Discover how they refined their ICP through extensive research, developed the winning "plus one" messaging concept, and executed a comprehensive go-to-market strategy that actually delivered results.

From creative development and message testing using tools like Wynter, to their internal launch party and influencer marketing approach, this episode reveals the tactical details most teams never share publicly.

Learn from their biggest mistakes and discover what worked brilliantly in driving real engagement and pipeline.

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We're making some big changes to our podcast strategy, and this quick update explains why we've split our content across dedicated channels. With AI overviews impacting traditional search traffic, YouTube offers a massive opportunity for B2B businesses to distribute valuable content and generate inquiries. 

Dan shares early results from our pivot to YouTube-first content and explains our new multi-channel approach. 

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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.

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AI content workflows are transforming how B2B marketers create and distribute content at scale. In this live episode, Dan is joined by AI workflow architect Samantha North who demonstrates real AI content workflows that are actually working.

Samantha showcases her "Content Reactor" system, a live workflow that automatically transforms YouTube videos into LinkedIn posts, email newsletters, Facebook content, and Twitter threads using Make.com and Claude AI. You'll see exactly how to connect transcription tools, AI models, and databases to create sophisticated content repurposing systems.

Essential for marketing teams who are ready to move beyond basic AI prompts into automated content creation workflows.

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In this urgent episode, we break down Google's bombshell announcement of AI Mode, a complete transformation of how people search and discover information online. This isn't just another feature update; it's Google's declared "future of search" that will fundamentally impact how B2B businesses attract and convert customers. 

We provide a walkthrough of AI Mode's conversational interface, demonstrate real B2B search examples, and think about what this means for organic traffic, content strategy, and paid advertising. While many businesses are already seeing 35% fewer clicks from AI Overview queries, AI Mode represents an even more dramatic shift toward zero-click search experiences. 

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In this episode, we push back against the idea that AI should be used for everything in marketing. While AI tools are being sold as the solution to every business problem, we look at specific areas where using AI actually makes your marketing worse. 

We cover four key areas where AI often hurts rather than helps and discuss why relying too much on AI in these places leads to boring, generic marketing that doesn't connect with your audience. 

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In this milestone episode, we pull back the curtain on the hard-earned realities of building a B2B podcast. After 68 episodes of Demand Decoded, we share the unfiltered truths we wish we'd known from the beginning. 

Whether you're considering launching your first episode or working to scale your existing show, these insights will help you avoid common pitfalls and accelerate your podcast growth. From production strategies and platform priorities to ROI measurement and preparation techniques, we offer practical advice based on our journey from awkward beginnings to consistent, quality content. 

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In this strategic episode, we tackle marketing's persistent challenge: justifying brand investment when leadership demands clear, immediate returns. We explore why brand building has become critical in today's buyer journeys while providing practical ways to measure its often-delayed but powerful effects. 

You'll learn five specific approaches to measuring brand impact that go beyond traditional attribution models, plus a ways to communicate with financial stakeholders using language and metrics that resonate with bottom-line focused executives. 

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In this episode, we tackle head-on the widespread challenge of declining organic search traffic. While many businesses are watching their Google visibility deteriorate, we look at approaches that are still producing traffic growth despite the changing search landscape. 

We share our recently developed content creation method that's proving resistant to AIOs, plus practical strategies for identifying search opportunities that AI answers can't address. 

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In this actionable solo episode, Dan reveals his proven framework for developing LinkedIn ad campaigns that cut through the noise and drive measurable results. 

As marketing budgets increasingly shift from search to social platforms, the difference between wasted spend and significant ROI often comes down to ad resonance. Dan walks through five critical steps that separate high-performing LinkedIn campaigns from the sea of forgettable content filling decision-makers' feeds. 

Each step is illustrated with real-world examples from successful campaigns, providing clear templates you can adapt for your own LinkedIn advertising. Whether you're new to the platform or looking to improve underperforming campaigns, this episode delivers specific techniques to enhance your targeting, creative approach, and overall LinkedIn ad effectiveness. 

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In this practical episode, we address a growing challenge for marketers: as AI search tools increasingly keep users within their ecosystems, traditional SEO is no longer delivering the website traffic many businesses have relied on for the past 15 years.

We discuss a range of proven traffic-generating approaches that don't rely on search rankings. From building brand to using platforms where your buyers already spend time, we outline practical strategies to ensure your business continues to attract customers.

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Everything you’ve been told about the marketing funnel is a lie. It doesn’t exist, you can’t control it and forcing the funnel is not an effective way to try and market. 

In this episode, we break down exactly why the typical marketing funnel doesn’t work and tell you what to do instead for better results. 

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In this no-nonsense episode, we expose the uncomfortable truth about common B2B marketing practices that are misaligned with today's buyer journey. 

We identify five specific tactics that data shows are consistently underperforming yet remain stubbornly prevalent across the industry. 

Essential listening for forward-thinking B2B marketers ready to eliminate ineffective strategies and reallocate resources to methods that actually drive engagement and conversion. 

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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. 

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In this eye-opening episode, Phil shares his experience with Apple App Store advertising and reveals the PPC course that completely reframed his approach to paid media. 

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In this episode of Demand Decoded, Dan explores retargeting in B2B marketing. While most marketers focus on attracting new leads with flashy campaigns, retargeting often delivers better results with less investment. Dan explains what retargeting is, why it works, and how to use it. 

The episode covers practical ways to retarget different audiences and shares specific methods to measure success and avoid common mistakes. 

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Content marketing has changed dramatically in recent years.  

Simple blog posts and SEO strategies that once drove results are no longer enough. Today's B2B companies need to think more like B2B media engines to earn their audience's attention and trust. 

In this episode of Demand Decoded, we welcome Kyle Denhoff, HubSpot's Sr. Director of Marketing for B2B Media. Kyle explains how HubSpot shifted their approach early, creating a diverse range of content formats that align with how their audience actually consumes information today. By meeting their buyers' evolving preferences across multiple channels, they've built deeper connections and q stronger brand. 

Join us to learn what it takes to develop a successful media approach in 2025 and beyond. We'll discuss practical ways companies can diversify their content to better connect with today's business buyers and position themselves for future success. 

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Marketers today are drowning in measurement options. From obsessive over-tracking to reporting irrelevant numbers to leadership, many teams struggle with data overload without gaining actionable insights. 

In this episode of Demand Decoded, we identify the truly essential marketing metrics that directly impact business outcomes.  

We reveal a practical framework for demonstrating marketing's value to the organisation, including effective approaches to quantify the often-elusive impact of brand initiatives. 

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In this episode of Demand Decoded, we sit down with George Boot of Nomupay to explore how businesses can build authentic connections through personal branding. 

The conversation covers George's initial motivation for implementing personal branding, the early challenges he faced, and how he successfully scaled the approach across different departments. George offers practical advice for marketers looking to replicate this strategy, including how to build confidence in team members and manage various personalities and communication styles. 

We also dive into content strategy, examining how to develop unique viewpoints, create resonant content, maintain consistency, and capture authentic moments that truly connect with audiences. George reveals his methods for measuring success, tracking ROI, and the expected and unexpected business benefits Nomupay has experienced. 

The episode ends with valuable insights on useful tools and processes, common pitfalls to avoid, and George's perspective on the future of personal branding in B2B marketing, especially important in today's environment where authentic human voices stand out against AI-generated content. 

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In this episode, Dan tackles a common question: does SEO still work?  

As search changes with AI and people watch more videos, he explains why SEO remains valuable - especially for businesses selling products and services. Dan shares practical advice about combining SEO with other marketing channels. 

Learn how to balance creating videos and writing content while standing out from competitors. Whether you're rethinking your SEO approach or planning your next marketing strategy, this episode offers straightforward guidance for today's changing search landscape. 

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In this episode, Dan pulls back the curtain on the costliest LinkedIn advertising mistakes he's uncovered after analysing millions in ad spend across dozens of accounts.  

Whether you're just starting with LinkedIn ads or looking to optimise your existing campaigns, this episode is packed with actionable insights to help you dodge common pitfalls and maximise your advertising ROI.  

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There is a huge, and ever-growing skill gap that's making it harder for marketers to deliver real business impact.  

While businesses continue to increase their marketing investments, they're not seeing the same return. In this episode we dig into why throwing more resources at the problem isn't the solution. Instead, success in 2025's complex marketing landscape requires a specific set of capabilities that many teams haven't yet developed. 

A must-listen for anyone trying to understand why traditional marketing approaches aren't cutting it anymore and what skills teams really need to drive results in today's environment. 

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AI has dominated conversations for the past two years, with endless possibilities discussed but few concrete applications for demand generation. 

In this episode, we cut through the hype to explore practical AI use cases that every business can implement in their demand gen strategy right now. 

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Despite clear data showing marketing's vital role in business growth, many organisations continue to undervalue its impact. 

If you're tired of being the last voice heard at the table and facing constant budget cuts, this episode is for you. 

We'll explore why businesses undervalue marketing and share practical strategies to shift this perspective in your organisation. 

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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. 

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Marketing budgets are often poured into strategies that deliver zero ROI, yet many marketers continue investing in ineffective tactics.  

In this episode, we explore why marketers fall into costly spending traps, and how proper data analysis can help you identify and eliminate wasteful marketing investments. 

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Join us for the 50th episode of Demand Decoded!  

To mark this special milestone, we're distilling two years of incredible insights, guest expertise, and proven strategies into one powerful episode. We'll reveal what REALLY works in B2B marketing, bringing together the fundamental lessons that have emerged from our journey so far. 

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