Demand Decoded: Marketing, Demand Generation & Business Growth

Your PPC dashboards are all red, but your campaigns aren't the problem. In this episode, Dan and Phil unpack why paid search performance is declining across the board, and why the real culprit is a fundamental shift in buyer behaviour, not campaign quality.

They cover why AI overviews are tanking click-through rates even on commercial queries, how to reframe your PPC optimisation strategy around conversions not clicks, the truth about Performance Max, and why the real opportunity now is being present in research, not just search.

Seer Interactive CTR study mentioned in this episode: https://www.seerinteractive.com/insights/aio-impact-on-google-ctr-2026-update

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Most B2B companies still grow the same way they always have. More headcount, more tools, more effort. Dan and Josh make the case that this model is fundamentally broken.

In this episode, they introduce the eight-stage B2B growth cycle and explore what it means to engineer each stage. From product market fit and messaging through to customer expansion, as a connected, scalable system rather than a collection of manual processes.

They also discuss the risks of ungoverned AI across the revenue life cycle, and why Blend Core was built to solve exactly that problem.

Essential listening for B2B leaders who want predictable, scalable revenue without simply throwing more resource at the problem.

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Most B2B companies running paid media are doing it wrong, not because the channels don't work, but because they're measuring them the wrong way. 

In this episode, Dan is joined by Adam Holmgren, founder of Fibbler, to cut through the noise on paid media in B2B. They cover why chasing leads from LinkedIn is killing your results, how to use retargeting and thought leader ads effectively, and what it really takes to build the kind of brand presence that stays front of mind when buyers are ready to move. 

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Most B2B website projects fail because of one critical misconception: they're approached as design projects when they should be treated as strategic growth infrastructure. 

In this episode, Phil explains why focusing on visuals, animation and aesthetics before strategy leads to missed timelines, blown budgets and websites that fail to generate pipeline. He breaks down the infrastructure approach that successful website projects follow, covering everything from understanding buyer journeys to building for continuous optimisation. 

You'll learn how to set proper success metrics, prioritise requirements correctly and ensure your website project delivers measurable business impact rather than just a pretty new design. 

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Your buyers aren't ignoring you, they're forgetting you. And there's 140 years of psychology that explains exactly why. 

In this solo episode, Dan breaks down the Ebbinghaus forgetting curve: what it is, why it hits B2B harder than any other discipline, and what it means for the way you run campaigns, manage ad frequency, and show up in the market. 

From LinkedIn ads to long sales cycles to multi-stakeholder buying committees, this episode connects the science of human memory to the real decisions B2B marketers make every day. 

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Phil explores information scent, a critical UX concept that determines whether buyers can find what they need on your website. He explains why clear navigation beats clever branding, how to avoid common mistakes like using internal jargon in key areas, and why buyers abandon websites even when the right information exists. 

You'll learn practical ways to improve information scent across navigation, page titles and form fields, plus how AI is changing what buyers expect from B2B websites. Phil also shares how to use AI tools to test whether your terminology makes sense to your ideal customers. 

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When marketing numbers drop, most teams either panic or bury their heads. In this solo episode, Dan tackles the conversation that happens behind closed doors every quarter, what do you actually do when things go wrong?

He walks through a practical framework: how to tell a blip from a real trend, which data layers to dig into when diagnosing the drop, and how to factor in external forces like competitor activity, AI search, and macroeconomics.

From recovering short-term pipeline to protecting long-term brand investment, this is the diagnostic playbook every marketing leader needs.

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AI is dramatically changing how buyers find and use B2B websites. In this episode, Phil explores how AI overviews and tools like ChatGPT are reducing website traffic whilst simultaneously increasing visitor quality and intent.  

You'll learn the three core strategies for optimising your website in this new era: technical answer engine optimisation, increasing AI citations and mentions, and maximising conversion rates for high-intent visitors. Discover why abandoning your website isn't the answer, and how to adapt your strategy to turn fewer visits into more pipeline. 

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Most businesses are using AI, but only at surface level. Prompting, asking questions, getting answers. In this episode, Dan and Phil go beyond the basics to show what AI orchestration actually looks like in practice. 

Walking through real workflows built and used at Blend, they demonstrate how AI can feed insights across your entire business, fuelling pipeline, improving conversion, and reducing churn across marketing, sales, and customer success. 

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Phil challenges the conventional wisdom around conversion rate optimisation. He explains why optimising for lead volume often damages business results rather than improving them, and reveals the metric you should actually be measuring. 

You'll learn why fewer, higher-quality conversions typically outperform high-volume lead generation, and how to align your website strategy with genuine business outcomes like pipeline and revenue. 

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