Demand Decoded: Marketing, Demand Generation & Business Growth

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 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.

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 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.

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 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.

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 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.

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 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.

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 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.

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 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.

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 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.