Demand Decoded: Marketing, Demand Generation & Business Growth

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. 

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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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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 get your free AEO visibility audit

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.