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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: ...
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show series
 
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 spe…
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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 mad…
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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, a…
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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…
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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 marketi…
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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, an…
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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…
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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…
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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 actu…
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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 Deman…
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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…
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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 ho…
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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…
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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,…
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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 techno…
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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…
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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 effor…
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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 c…
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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 epi…
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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 B…
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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 B2…
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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 hi…
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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…
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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 empow…
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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 De…
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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 siloe…
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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 you…
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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 t…
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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…
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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 provid…
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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 b…
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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 generat…
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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…
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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 ta…
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