Demand Decoded: Demand Generation & Business Growth

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, Dan is joined by Josh, who brings hands-on experience from both sides of PE deals, to break down what a private equity-backed GTM transformation actually looks like once the deal closes.
They explain why recurring revenue suddenly becomes the only metric that matters, how CAC payback period reveals whether your go-to-market model is capital efficient, and why marketing needs to hold the line when finance tries to force attribution into a simple formula. They also cover why disconnected marketing and sales systems put your job at risk during due diligence, and why over-investing in Google Ads because it's "measurable" often leads to bad decisions.
If you work in marketing or sales at a PE-backed B2B company, or think you might be acquired soon, this is a practical look at the mandate you'll be operating under, the metrics your board will actually care about, and how to prepare before the pressure hits. 
Essential listening for anyone navigating go-to-market under private equity ownership.
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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.

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 bigger competitors in "best of" lists can push their own brand out of the answer entirely.
In this episode, Dan and Phil unpack how large language models actually retrieve information, including the "fan out" process that determines what gets cited and what gets ignored. They break down real examples from Blend and its clients, covering listicles, pillar pages, PPC landing pages, and product-led blog content, showing exactly which structures are earning citations right now and why saturation levels change the right approach for different markets. They also cover how to measure AEO properly, and why YouTube is fast becoming a critical citation source.
Essential listening for any B2B marketer trying to move beyond guesswork and build an AEO strategy backed by evidence, not assumption.
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.

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 sits.
In this solo episode, Dan runs through a five point diagnostic for working out why demand generation isn't converting into pipeline, checking each stage in the order a buyer actually experiences it rather than jumping to tactics. The five checks cover product market fit, the inseparable trio of positioning, messaging and audience, mental availability and multi channel distribution, website conversion, and the handoff from marketing to sales. Along the way, he shares a real example from Blend's own LinkedIn ads strategy and a case study showing how fixing the sales handoff lifted lead to conversation rates by 50%.
Essential listening for any B2B marketer staring at underwhelming pipeline numbers and instinctively blaming the wrong thing.
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.

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Looking to improve demand generation in your business, but not sure where to start? 

In this episode of Demand Decoded, we strip things back to basics and explore a comprehensive approach to enhancing demand generation across all stages of the buyer journey.

From initial demand creation to final conversion, tune in for practical, actionable advice on improving demand gen.  
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.

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 content can compensate. Get it right and the rest of your marketing engine runs far more efficiently.
Dan and Phil sit down with Anthony Pierri, co-founder of Fletch, the positioning and messaging consultancy that's worked with close to 600 B2B companies, to unpack why positioning is so hard to get right and so easy to overlook. Anthony shares the simple test he uses to spot weak messaging (would a competitor claim the same thing?), the three legitimate strategies for category positioning, and why having six "ideal" customer profiles defeats the point of the word ideal. He also explains how large language models now read and rank your messaging, and why clarity matters more than ever in an AI-first search world.
Essential listening for any marketing leader who suspects positioning is the thing holding everything else back.
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.