Marketing Qualified Leads (MQLs) have faced a lot of scrutiny from industry influencers lately. But are we focusing our criticism on the wrong aspect of B2B marketing? 

While the MQL label often takes the blame for marketing inefficiencies, we dive into the deeper structural issues affecting B2B marketing performance and explain why MQL remains a valid metric when used appropriately. 

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.

Thanks for tuning into the first Strategy Session, a bi-weekly live event where marketing professionals can understand the current state of demand generation and discover proven approaches for driving real business growth.

We opened the first session by covering how to strategically pivot from lead generation to demand generation, and how to create a thriving demand gen engine thereafter.

We also had some great questions and insights from the audience.

Click here to register for the next session (paid ads special). 

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.

 Is demand generation really more effective than lead generation? 

Until recently, there was limited publicly available data comparing the effectiveness and conversion rates of these two marketing approaches.

But thanks to research from HockeyStack, we now have clear data showing the differences in performance. 

In this episode of Demand Decoded, we analyse lead generation versus demand generation using Hockeystack's report. The data reveals the huge differences between these strategies. 

This is a must-listen episode if you: 

•  Are experiencing poor lead generation results 
• Are considering shifting to a demand generation strategy 
• Need to navigate the transition from lead gen to demand gen at your company 

We dive into the data and numbers so you can make an informed decision for your marketing efforts.

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.

A few days ago, a major leak exposed Google's internal Search Ranking documents, revealing over 14,000 potential ranking attributes. This unprecedented look into Google's algorithm has sent shockwaves through the marketing and SEO community.

Google search is one of the world's most secretive, closely-guarded algorithms. There has never been a leak of this magnitude in its history, so it's no wonder everybody is talking.

In this episode of Demand Decoded, Dan Stillgoe examines how this leak occurred and assesses the legitimacy of the data. He also discusses the key takeaways for B2B marketers based on these leaked insights into Google's ranking factors.

Get an in-depth analysis of this significant leak and understand what it means for your SEO strategy. This timely episode provides a rare glimpse into Google's closely guarded ranking processes. 

Reference documents:

• Rand Fishkin, Sparktoro article
• Mike Kind, iPullRank article
• Google API Content Warehouse documents on Hexdocs
• Erfan Azimi's YouTube video
• Dan Taylor's blog on Navboost

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.

Want to drive real demand with LinkedIn Ads?

LinkedIn is the go-to social platform for most B2B companies, offering a direct line to your target audience. But, for many reasons, lots of businesses running ads on LinkedIn struggle to see tangible results.

In this episode of Demand Decoded, we cover proven strategies to effectively advertise on LinkedIn and leverage this powerful B2B platform.

Tune in to learn how to maximise the impact of your LinkedIn ads.

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.

Blogging was once the go-to content medium for most B2B companies. It was a proven way to attract and engage audiences.

But, with the rise of other content mediums and channels, the role of blogging has evolved.

In this episode of Demand Decoded, we'll explore if blogging still has a place in a modern demand generation strategy, covering:

- The speculated decline in search 
- The changing role of blogs in the buyer journey 
- The impact of AI on blogs and search engines 
- Effective ways to leverage blogging today 

If you're wondering whether to continue blogging or where to focus your efforts, tune in to learn what’s best for your content strategy. 

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.

In this episode, we sit down with Tanya Tran, the Head of Marketing at the early-stage startup Partful, to explore how she built a demand generation powerhouse from the ground up.  

Tanya shares insights from her first 90 days at Partful, including how she quickly established trust with the leadership team, the strategic marketing investments she made, and the highly effective paid advertising strategy she crafted. 

These efforts have led to truly impressive results: 

• 70% of Partful's quarterly ARR now comes from marketing-sourced deals 
• 75% of the company's marketing-driven ARR is generated by the new ad strategy 

This podcast is an absolute must-listen for any startup looking to establish an effective marketing approach or take their existing efforts to new heights. Tanya's real-world experiences and practical, proven advice provide a valuable roadmap for driving growth through cutting-edge demand generation tactics.  

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.

With 8.5 billion searches happening 𝐝𝐚𝐢𝐥𝐲 on Google, SEO is still one of the most powerful ways to capture demand and drive revenue, but the right approach is crucial for success.

In this episode, we share our proven SEO approach that actually generates revenue.

We dive into Blend's own SEO strategy, which generates hundreds of high-intent leads, and explore the approach we use to achieve similar results for businesses in a range of industries. 

SEO may not be as glamorous as it once was, but finding the right approach can be a game-changer for your business.

Tune in to learn SEO strategies that actually generate revenue. 

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.

Businesses continue spending huge amounts of money on paid ads without fully understanding the return on that investment. 

In this episode, we dive into why companies continue pouring money into a channel that frequently fails to deliver positive returns. We’ll examine the key metrics you need to track to evaluate your paid ad spend and determine if it makes sense to continue investing in this space. 

Gaining clarity on the real ROI of paid ads is crucial to help guide smarter decisions about where to allocate precious resources for maximum impact. 

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.

We were thrilled to have Chris Walker, pioneering demand generation expert and Executive Chairman at Refine Labs, join us to decode modern B2B go-to-market strategies. 

As an innovator in B2B go-to-market, Chris shares an inside look at his journey to developing a modern approach to demand gen. 

He dives into the biggest problems plaguing B2B marketing today, including where companies waste budgets and where they should strategically invest more. Chris highlights a major opportunity for forward-thinking marketers to make an impact right now and shares some honest thoughts on the role of outbound marketing in an effective go-to-market engine. 

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.

The HubSpot 2024 State of Marketing Report is out, and as always, it offers some fascinating data on what over 1,400 B2B and B2C marketers globally say their biggest priorities and challenges are this year.

The report asks where they're spending budget and resources, which channels are hitting (or missing) the mark, how they’re using AI in 2024, and much more.

In this episode, we dive into the key takeaways every marketer should be aware of. We're highlighting the statistics we find most surprising from the report and giving our hot takes on what they mean for marketers.

There are some interesting discoveries that different types of marketers will interpret in various ways.

We discuss where we agree — or disagree — with the trends outlined in the 2024 State of Marketing Report based on our own first-hand experiences.

Whether the report validates your team's current approach or suggests rethinking aspects of your plan, these insights can help guide decisions in the year.

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.

Jessica Stonish, Head of Marketing at life sciences SaaS company Synthace, joined us on Demand Decoded to discuss how they have challenged industry norms to become a demand generation powerhouse. 

During her time at Synthace, Jessica has achieved remarkable results, including: 

• 328% YoY increase in high-intent inbound pipeline 
• 116% growth in LinkedIn reach through paid, organic, and employee enablement campaigns 

So, how did Synthace shake things up? Jessica shares how they: 

• Identified the approaches that would work for their audience 
• Created a consistent, quality content to drive brand awareness
• Leveraged LinkedIn to create demand in their industry 
• Introduced entertainment-focused content 
• Blended traditional and modern demand gen tactics 

If you’ve ever been told “that’s how we’ve always done things”, this episode is for you. By breaking with tradition, Jessica and Synthace have made marketing work harder to drive real demand. 

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.

In this episode of Demand Decoded, Dan and Phil go beyond the typical event recap to share Blend's experience at INBOUND 2024. They unpack valuable insights from sponsoring the event, reveal winning strategies for effective event marketing, and distil key takeaways from conversations with over 500 marketers.

Tune in for a deep dive into the current state of marketing, emerging trends, and the challenges facing today's industry professionals. 

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.

Want to hear the B2B marketing tactics that we think will drive maximum results in 2024?

In this episode, we’ll rate 10 of the most popular B2B marketing tactics, revealing what we think will drive the best results going forward.

Get the insider perspectives as we debate and defend our ratings.

You'll discover the creative, out-of-box approaches we're betting on and the traditional tactics we’re still backing.

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.

If you're still measuring marketing success by leads, you're wasting effort on the wrong metrics. Most leads never convert to customers or revenue. 

It's time to open your eyes to what truly matters - marketing's impact on pipeline and revenue. Switching from counting leads to tracking revenue allows you to understand and optimise activity that actually generates customers.

In this episode of Demand Decoded, we cover: 

• Why lead count is a poor indicator of marketing success 
• The advantages of revenue-focused marketing measurement 
• How to effectively track key revenue metrics from your programs 
• Tips for transitioning your team's measurement at a leadership level 

Start focusing your marketing on driving qualified pipeline and business growth through the metrics that count.

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.

Join us for a special Christmas episode as we look back on some of the best moments from Demand Decoded in 2023! From insightful interviews to hot takes on B2B marketing strategies, we recap some of our favourite moments from the past year.

We want to thank you for your support and engagement with the show this past year. The community around Demand Decoded continues to grow, and we look forward to connecting with more people in 2024 as we bring new guests and tackle exciting topics shaping demand generation. 

We're excited to continue the conversation and wish everyone happy holidays and a wonderful new year! 

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.

Understanding how your marketing affects revenue is crucial for business growth. That's why measuring and attributing success are vital in modern marketing.

But traditional methods often fall short, relying on website cookies to track engagement and conversions. This overlooks the complex, multi-channel journeys customers take before buying.

That's where self-reported attribution comes in.

In this, slightly different, episode of Demand Decoded, Dan breaks down everything you need to know about this powerful type of attribution.

Watch the video version on YouTube.

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.

The benefits of ungated content are clear — more reach, greater brand affinity, better formats, unlimited creativity... But for companies used to a gated content model, how do you make the transition successfully?

In this episode of Demand Decoded, we walk you through the step-by-step process behind effectively ungating your content. We’ll share how to shift your mindset from treating content solely as a lead generation tool to utilising it as an engine for demand generation.

Ungating allows your best content to reach and resonate with the widest possible audience. But it’s about more than just tearing down gates — you need an informed strategy behind it.

Listen to this episode to hear best practices for effectively transitioning from a closed, gated model to an open, ungated model that drives results.

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.

The promise of email nurturing is enticing - send a series of timed emails to cold leads and watch them warm up as hot prospects ready to talk with sales.

But the data reveals a different reality.

As today's buyers remain anonymous and tune out generic emails, marketers are realising email nurturing is ineffective.

In this episode of Demand Decoded, we explore why this set-it-and-forget-it approach fails and look at more effective alternatives tailored to modern buyer preferences.

Join us as we discuss the limitations of email nurturing and look at approaches that (actually) work in today's landscape.

Email nurturing won't convert leads - let's talk about what will.

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.

2024 is just around the corner, and marketers are actively planning their growth strategies for the coming year.

So, we're getting tactical and are looking at some of the best ways to create demand in the coming year.

In this episode of Demand Decoded, we're excited to have Sarah Breathnach, a Demand Generation Leader and well-known LinkedIn voice, joining us to shed light on this tactical topic.

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.

Marketing is always evolving and 2024 is set to be an exciting year.

In this episode of Demand Decoded, we’re going to look at what we think 2024 will hold for B2B marketing.

We’re going to discuss:

• The evolution of buyer behaviour and preferences
• Channel predictions
• How B2B advertising might evolve
• The impact of AI on B2B marketing
• Emerging technology
• What we think will make a comeback in 2024

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.

The 2024 planning season has officially arrived. It’s a crucial and pivotal time for marketers. 

It's a period that demands critical thinking and the art of creating a compelling narrative that will secure buy-in for your strategy. 

But instead of telling you how to create a marketing strategy from scratch, which many of you have done before, we want to help you refine the finer details in your strategy. 

So, in this episode of Demand Decoded, we discuss how you can scrutinise and optimise your strategy to ensure it delivers maximum results. 

Key takeaways: 

• Identifying and avoiding common mistakes often found in yearly marketing strategies. 
•  Areas of your strategy you can fine-tune and refine. 
• Setting realistic and measurable goals. 
• Crafting a compelling narrative to get buy-in from stakeholders. 

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.

Are you producing content but not seeing the results you expected? 

It's time to re-evaluate your content distribution strategy. 

While it's true that 'content is king', your distribution powers it. 

In this episode of Demand Decoded, we delve into the vital components of content distribution to help you get the most out of your content creation efforts. 

We cover: 

• The essential channels you should be leveraging to distribute your content effectively in the B2B landscape. 
• The content formats that resonate with B2B audiences and drive engagement and conversions. 
• The framework that's helped us generate dozens of monthly inbound inquiries through content distribution. 
• How to measure and track the success of your content. 

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.

This episode is a recording of Dan's talk hosted by Metadata's Demand Community.

SEO and LinkedIn Ads aren't typically discussed in connection with each other, but they can be a powerful, demand-generating force when used strategically.
In this session, Dan Stillgoe, Marketing Manager at Blend, will share a practical approach to aligning your SEO and LinkedIn ad efforts.

You'll learn a proven SEO approach to increase discoverability and an integrated strategy with LinkedIn ads to drive high-intent conversions from your target audience.

By the end of this talk, you'll have actionable advice on how to drive demand and grow your pipeline using these two essential marketing channels.

Watch the recording here to see the slides.

Join the DEMAND community.

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.

Quick note on this episode: This is not a podcast to promote Blend, or tell you to sack your current agency. We're talking about how to maximise everything from your current agency, and how to foster great relationships with new partners. 

Here’s the thing: you might hold the keys to supercharge your agency's impact!

You can often make many simple changes to maximise the impact you get from your marketing agency.

In this episode of Demand Decoded, we’re going to be discussing how you can extract as much value from your marketing agency as possible.

We’re bringing insights from an agency perspective, covering what helps our customers get the most out of us.

We'll discuss how to:

• Improve communication with your agency.
• Enhance transparency and clarity with your agency.
• Get alignment between your agency and organisation's long-term goals.
• Encourage collaboration between your in-house team and your agency.

Whether you consider your agency an extension of your team or rely on them for specific campaigns or specialities, we'll give you the tools to make the most of your partnership.

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.

Your homepage is the single most important page on your website.

It's usually the most visited page by new and returning users, playing a major role in your website experience.

Yet, deciding what to put on it can be tricky. It's easy to overload with information, replicate content from other pages, and miss your target audience's needs.

In this episode of Demand Decoded, Phil combines research and practical experience to talk through the critical elements that every website needs on its homepage.

By integrating these elements, you can create a homepage that caters to your buyers throughout their journey and maximises high-intent conversions.

Tune in to revamp your website's homepage and provide the best experience for your buyers.

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.

B2B marketing is like a moving target, always evolving with new trends and distractions. But what’s the situation today, and what are the best strategies to drive business growth? 

In this episode of Demand Decoded, we're joined by Kipp Bodnar, CMO at HubSpot, to explore the current state of B2B marketing. 

We cover:

•  The most significant changes in B2B marketing over the past 10-15 years. 
• How HubSpot has adapted in response to these changes. 
• Key strategies that are currently driving success for HubSpot. 
• Insights into the future of B2B marketing and the prime opportunities for marketers moving forward. 

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.

Lead generation is no longer an effective B2B marketing strategy, and it hasn’t been for some time. 

Since the surge in popularity of inbound lead generation in 2010, a significant evolution has taken place – particularly in buyer behaviour, which has been a driving force behind this shift. 

Yet, despite these huge changes in buyer behaviour, many B2B marketing teams are sticking to the same old lead generation techniques from over a decade ago. 

But let's be real – this just don't cut it anymore when it comes to captivating an audience and delivering real business results. And data is there to back it up. 

In this episode, we going to discuss why marketers need to ditch the outdated inbound lead generation playbook and focus on inbound demand generation to fuel business growth. And crucially, we cover practical insights to help you make this transition seamlessly and effectively. 

Tune in to discover: 

• How to prove that your lead generation is failing   
• How to navigate the gap between your leads and buyers 
• Why inbound demand generation is the most effective method for converting today’s buyers 
• How to make the switch from lead generation to inbound demand generation at a strategic level 
• What the switch means from a tactical level 
• How to measure the success of inbound demand generation 

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.

For most B2B companies, your website is the main source of opportunities. It’s where modern buyers engage in self-service research and make crucial decisions.

But are you capitalising on its potential?

In this episode of Demand Decoded, we discuss the strategies and tactics you can use to stop leaving money on the table and start converting more high-intent leads through your website.

We dive into the art of user experience and conversion strategies that will transform your website into a powerful demand-generation engine.

Discover how to maximise your current website's traffic, engage visitors effectively, and increase high-intent form submissions.

From implementing intuitive user journeys, to form placement, and page layout, we equip you with strategies you need to capture more demand through your website.

Get ready to unleash the full potential of your website 🚀

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.

As buyers continue to place less trust in traditional marketing approaches, they increasingly turn to the advice and recommendations of their connections and peers.

To adapt to this evolving consumer behaviour, forward-thinking brands embrace community building to establish powerful brand connections.

In this episode of Demand Decoded, we’re joined by Katie Ray, an experienced B2B community expert.

Together with Katie, we explore the strategies and insights necessary to construct a high-impact B2B community that drives tangible business outcomes.

Resources:

• Join the DEMAND community
• Connect with Dan on LinkedIn
• Connect with Katie on LinkedIn

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.

It's no secret that buyers these days prefer to opt-out. It seems like most of them would rather not receive any marketing communications if given the choice. 

So, as a marketer, you might be wondering how on earth you can effectively communicate with them. 

In this episode of Demand Decoded, we explore the shift in marketing strategy that will empower you to navigate the opt-out landscape with finesse. We'll discuss the importance of embracing a mindset of respect and empathy for buyers' desire to remain anonymous and opt out of most communication. 

Gone are the days of relentlessly pursuing opt-ins. Instead, we'll introduce you to innovative strategies that attract and engage today's buyers without relying on traditional opt-ins. 

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.

Buyer preferences have changed.

In a rapidly evolving landscape, traditional marketing methodologies like inbound marketing, outbound marketing, and lead generation are no longer effective.

To succeed in this new era, marketers must adopt innovative strategies that align with the preferences and behaviours of today’s buyers.

Introducing: Inbound Demand Generation!

This one-off episode offers marketers and revenue professionals a unique opportunity to learn why this buyer-centric approach should power your marketing. By seamlessly combining the principles of inbound philosophy with the delivery of demand generation, it unlocks the true potential of marketing in the buyer-lead age.

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.

In today's economic environment, wasting resources on ad campaigns that don't deliver results simply isn't an option. Unfortunately, many B2B companies have experienced this frustration firsthand, pouring thousands into ads that fall flat. 

But could there be a way to get a better return on your ad spend? 

The key lies in breaking free from the siloed approach to advertising that focuses on just one channel. To truly make an impact on your entire audience and guide them through the purchasing journey, you need a combined strategy that encompasses multiple PPC channels. 

LinkedIn and Google are the go-to advertising choices for B2B, but they're often used independently, resulting in fragmented efforts and mixed messaging. 

By leveraging the power of LinkedIn and Google together, you can amplify your message and reach your ideal target audience at critical stages in their journey. 

In this episode, we discuss: 

• Why investing in LinkedIn and Google Ads is essential for B2Bs. 
• The unique purpose and strengths of each channel. 
• How to combine both platforms to create a comprehensive and integrated advertising campaign. 
• Insider tips and strategies for setting up LinkedIn campaigns that generate demand. 
• Expert advice on capturing and converting demand effectively through Google Ads. 
• Don't miss out on this incredible opportunity to transform your B2B PPC strategy. 

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.

In today's world of total media saturation, building a deeper, more meaningful connection with your audience is everything. 

A clear and distinct brand tone of voice helps you provide clear and consistent messaging across your communications channels. 

But for many B2B companies, it's little more than an afterthought. 

Take a moment to think about your favourite brands. All of them have a unique personality that's consistently expressed through their tone of voice. It's this personality that makes them so likeable, trustworthy, and memorable. 

In this episode of Demand Decoded, we explore how to master your brand’s tone of voice to drive awareness and build affinity. 

We discuss:

• Why it’s essential to define a tone of voice for your brand 
• How you can effectively identify and define your brand’s unique tone of voice 
• Strategies and frameworks to develop and maintain a consistent tone of voice across different marketing channels 
• The role of storytelling in establishing and enhancing a brand's tone of voice 
• Successful examples of brands that have mastered their tone of voice and the strategies they employed to achieve that 

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.

In this tactical episode, we’re joined by Blend’s PPC Campaign Manager, Sean Williams, to dive deep into the world of Paid Search with a comprehensive guide to auditing your PPC campaigns.

From goal setting to conducting a thorough health check, optimising ad copy, perfecting landing pages, and analysing results, this episode is loaded with actionable insights.

If you’re running paid search ads, this is a must listen episode. We break down the entire audit process to help you maximise your ROI and achieve real business impact.

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.

In today’s digital-first landscape, almost all of your buyers will visit your website at some point in their purchasing journey. That’s why it’s more important than ever to have an effective website user experience that seamlessly takes buyers on a journey from discovery to decision. 

In this episode, we share the most effective UX tips and tricks that will help you create an engaging website that converts. 

We answer these questions: 

• What are the key elements of a killer website UX that can help increase conversions? 
• How can you optimise your website's navigation and content structure to make it more user-friendly and intuitive? 
• What are the most effective ways to use visuals, such as images and videos, to enhance the website's overall UX? 
• What are some common UX mistakes that you should avoid, and what are the best practices for addressing them? 
• What are some emerging trends and technologies in website UX, and how can you stay ahead of the curve? 

Listen to an engaging episode that will inspire and equip you with the knowledge to take your website to the next level! 

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.

In the past 3-5 years, buyer preferences have evolved massively. Yet, despite these changes, many marketers are still using the same outdated strategies that don't align with modern buyers. 

To succeed in today's market, you need to work with buyers, not against them. This means leaning into the changes that are happening in front of you: 

• 67% of the buyer’s journey is done before speaking to a sales rep. 
• 43% of B2B customers prefer not to interact with a sales rep at all. 
• 70% of prospects say that buying from a website is the most convenient way to buy business products or services. 
• 63% of purchases have more than four people involved. 

In this episode of Demand Decoded, we cover: 

• How has buyer behaviour changed?  
• The driving factors behind the changes in buyer behaviour 
• How you can identify and understand the preferences of your own buyers 
• How to adapt your strategy to better resonate with today's buyers 
• Some of the potential challenges you might face when adapting to changing buyer preferences, and how they can be mitigated 
• How buyers want to interact with your business beyond marketing 
• How marketing teams effectively measure the success of their efforts to adapt to evolving buyer preferences 

Learn how you can leverage these changes to create marketing strategies that resonate with your audience! 

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.

Many B2B marketing teams are frustrated with the outcomes of lead scoring, which promises higher lead-to-customer conversion rates but fails to deliver, causing them to manipulate their own systems and render them useless. 

But why doesn’t lead scoring work so much of the time? 

In this episode, we address why lead scoring frequently fails and provide alternative marketing strategies that are aligned with modern buyer behaviour. 

Key takeaways: 

• Why lead scoring doesn’t work (with studies) 
• The difference between your leads and buyers 
• What you should do instead of lead scoring 

Ready to move beyond lead scoring and adopt a strategy that converts today’s buyers?

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.

Blogging continues to be a highly effective tactic in content marketing. 

In this episode of Demand Decoded, we explore the power of blogging and how it can create and capture demand for your business. We provide practical advice on how you can craft blogs that engage your buyers and drive revenue. 

Key takeaways: 

• The business case for blogging 
• How blogging fits into a demand generation strategy 
• The anatomy of the perfect blog 
• How to write blogs that rank in Google 
• How to measure blogging success 

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.

As buyer behaviour has changed, traditional lead generation methods are no longer effective, and it's critical to move away from a model that simply focuses on generating contact details. It’s time to pivot to a buyer-centric model focused on generating revenue.

We delve into the fundamental issues with lead generation and how the leads you generate may not be the actual buyers of your product or service. And we discuss why lead generation is dying and demand generation is the future.

Key takeaways:

• Learn why lead generation is ineffective in 2023.
• Discover the changes in buyer preferences that have led to the downfall of lead generation.
• Understand the difference in the leads you generate and your actual buyers.
• Learn why focusing on a revenue goal is a better approach for marketing success.
• Discover how demand generation is the future of scalable B2B marketing.
• Learn how to pivot your marketing approach from lead generation to demand generation for better results.

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.

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. 

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.

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 

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.

In this episode of Demand Decoded, we lift the lid on how we improved our own MQL to closed-won conversion rate by 300% year on year. 

We cover how marketing can truly have an impact on this crucial metric and help to drive improvement on the bottom line.

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.

Looking to improve demand generation in your business, but not sure where to start? 

In this episode of Demand Decoded, we strip things back to basics and explore a comprehensive approach to enhancing demand generation across all stages of the buyer journey.

From initial demand creation to final conversion, tune in for practical, actionable advice on improving demand gen.  

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.

While podcasts are popular in B2B marketing, few drive real business impact.

Join us on Demand Decoded as we reveal the formula for effective B2B podcasts.

Our guest, Jonathan Reid, Founder of Reidentify (a B2B podcast agency), shares insights on:

• Why B2B companies should invest in podcasting
• Essential steps to launch a successful B2B podcast
• Using podcasts to generate leads and drive conversions
• Strategies to grow your podcast's audience and influence
• Measuring ROI and impact on your marketing efforts

Whether you're considering starting a podcast or looking to improve an existing one, this episode provides valuable guidance.

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.

Is your marketing budget being split effectively? 

In this episode of Demand Decoded, we tackle a widespread challenge in marketing... 

Balancing short-term results with long-term growth. 

We'll explore how the pressure for quick wins often leads to overspending on 'working' budgets, while neglecting crucial 'non-working' investments that build sustainable success. 

Join us live to learn how to optimise your marketing budget for both immediate impact and lasting success. 

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.

Is it possible to use both inbound and outbound effectively, at the same time?

In this episode of Demand Decoded, Ben Smith, Marketing Director at Reachdesk dives deep into the Allbound methodology, how you can use it in your business, and how they've used it at Reachesk to smash their revenue targets.

We discuss:

• What 'Allbound' is
• The benefits of Allbound for B2Bs
• What a typical Allbound setup looks like
• How to measure and attribute revenue when using Allbound
• How Reachdesk are using outbound to drive 60% of revenue
• Tactics for using intent data in outbound

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.

This live strategy session focuses on paid ads in demand gen. We discuss:

• How to decide which channels you should be using
• Best practices for paid ads in B2B demand gen
• How to measure what's effective in your own business

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.

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. 

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.

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. 

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.