Demand Decoded: Marketing, Demand Generation & Business Growth

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

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 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.

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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

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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.

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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. 

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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 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.  

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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, 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. 

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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 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. 

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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 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. 

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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, 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.

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Click here to see how we can help you drive demand for your business.