Demand Decoded: Marketing, Demand Generation & Business Growth

Make Your GTM Team the Biggest Driver of Value Creation

Most marketers in PE-backed businesses can’t explain how their work drives PE value creation through its three levers: EBITDA growth, a higher exit multiple and paying do

The Revenue Metrics Your Boss’s Boss Is Judged On

You probably understand your CMO’s metrics. But the revenue metrics your CRO, CEO and board are judged on are a different scorecard, and knowing them, from pipeline veloc

The Predictable Pipeline Playbook: From Lucky Quarters to Repeatable Growth

A strong quarter feels great until nobody can explain where it came from or how to repeat it. Predictable pipeline is what turns those lucky quarters into repeatable grow

Half the Customers, Record Growth: Why We Started Turning Away Inbound Leads

Generating plenty of inbound leads but not seeing pipeline turn into revenue? The issue may sit further upstream than your sales team. In this solo episode, Amanda McGra

The 5 LinkedIn Formats Getting Reach Right Now (And Why They Work)

If your LinkedIn strategy still revolves around the company page, your content is reaching very few people. Organic company page reach has fallen sharply, while personal

UNBOUND 2026 Unpacked: The Loop, Demand Decoded Live, and the Attribution Problem Nobody's Solved

Dan's back from HubSpot's Unbound with a recap full of energy, insight and practical takeaways, starting with Demand Decoded's first ever live show recordi

What PE-Backed Companies Get WRONG About GTM Transformation

When private equity buys your business, everything about your go-to-market has to change, and most marketing and sales leaders aren't ready for it. In this episode,

The AEO Playbook Rebuilt: What's ACTUALLY Getting Results

Most B2B marketers are still guessing when it comes to AI search. Some are pouring effort into listicles that never get cited. Others don't realise that promoting bi

Why Your Demand Gen Isn't Converting to Pipeline (5 Signs to Check)

Pipeline not moving? Most marketers reach straight for the campaign, blaming channels, budgets, or creative. Dan argues that's almost never where the real problem si

REPLAY: Demand Gen 101: Steal This Playbook

We're resharing this episode of Demand Decoded because we think it's worth watching again. Looking to improve demand generation in your business, but not sure

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

Positioning is the most overlooked fundamental in B2B marketing, and it's the one thing everything else depends on. Get it wrong and no channel, campaign or piece of

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

Most B2B marketing teams pour their budget into new logo acquisition while ignoring the growth channel already sitting inside their business: their existing customers. Se

Reacting To Our 2026 Predictions (Six Months Later)

At the start of the year we made three bold predictions about the channels that would define B2B marketing in 2026. Now it's time to mark our own homework. Dan and

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

Traffic is collapsing across B2B. Some brands are down 50 to 60% year on year, yet pipeline and revenue keep climbing regardless. If your dashboard still treats traffic a

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

Every B2B marketer is being told ChatGPT ads are the next big channel, but almost nobody's actually run them. There are no keywords, no search volume data, and no wa

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

Your sales team could be pitching your competitor's narrative right now, and they wouldn't even know it. That's the risk hiding inside AI adoption. As more

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

Most B2B marketers think persuasion is instinct. It isn't. It's psychology, and most brands are getting it wrong without realising why their messaging falls fla

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

Most B2B businesses are unknowingly marketing for their competitors. They invest in content that educates the market, builds awareness of a problem, and creates real dema

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

Most B2B teams buying intent data are either over-trusting it or barely using it at all. They're treating weak signals as buying intent, spamming entire lists off th

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,