Solving the Brand Investment Puzzle: How to Measure and Justify Long-Term Investment

Most marketing dashboards are filled with vanity metrics that position marketing as a cost centre rather than a revenue driver. In this episode, Dan and Phil break down their 3-layer dashboard framework that gets executive buy-in and demonstrates real business impact.We explore the critical difference between commercial metrics, leading indicators, and channel performance data, plus why marketers struggle to gain trust when they focus on the wrong measurements.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.

Go behind the scenes of Cognism's Sales Companion product launch with VP of Brand Marketing Liam Bartholomew.Discover how they refined their ICP through extensive research, developed the winning "plus one" messaging concept, and executed a comprehensive go-to-market strategy that actually delivered results.From creative development and message testing using tools like Wynter, to their internal launch party and influencer marketing approach, this episode reveals the tactical details most teams never share publicly.Learn from their biggest mistakes and discover what worked brilliantly in driving real engagement and pipeline.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.

We're making some big changes to our podcast strategy, and this quick update explains why we've split our content across dedicated channels. With AI overviews impacting traditional search traffic, YouTube offers a massive opportunity for B2B businesses to distribute valuable content and generate inquiries. Dan shares early results from our pivot to YouTube-first content and explains our new multi-channel approach. Click here to subscribe to the new Demand Decoded YouTube channel.Click here to subscribe to Websites Decoded.Click here to subscribe to the Blend channel.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.

AI content workflows are transforming how B2B marketers create and distribute content at scale. In this live episode, Dan is joined by AI workflow architect Samantha North who demonstrates real AI content workflows that are actually working.Samantha showcases her "Content Reactor" system, a live workflow that automatically transforms YouTube videos into LinkedIn posts, email newsletters, Facebook content, and Twitter threads using Make.com and Claude AI. You'll see exactly how to connect transcription tools, AI models, and databases to create sophisticated content repurposing systems.Essential for marketing teams who are ready to move beyond basic AI prompts into automated content creation workflows.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 this urgent episode, we break down Google's bombshell announcement of AI Mode, a complete transformation of how people search and discover information online. This isn't just another feature update; it's Google's declared "future of search" that will fundamentally impact how B2B businesses attract and convert customers. We provide a walkthrough of AI Mode's conversational interface, demonstrate real B2B search examples, and think about what this means for organic traffic, content strategy, and paid advertising. While many businesses are already seeing 35% fewer clicks from AI Overview queries, AI Mode represents an even more dramatic shift toward zero-click search experiences. 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 this episode, we push back against the idea that AI should be used for everything in marketing. While AI tools are being sold as the solution to every business problem, we look at specific areas where using AI actually makes your marketing worse. We cover four key areas where AI often hurts rather than helps and discuss why relying too much on AI in these places leads to boring, generic marketing that doesn't connect with your audience. 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 this milestone episode, we pull back the curtain on the hard-earned realities of building a B2B podcast. After 68 episodes of Demand Decoded, we share the unfiltered truths we wish we'd known from the beginning. Whether you're considering launching your first episode or working to scale your existing show, these insights will help you avoid common pitfalls and accelerate your podcast growth. From production strategies and platform priorities to ROI measurement and preparation techniques, we offer practical advice based on our journey from awkward beginnings to consistent, quality content. 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 this strategic episode, we tackle marketing's persistent challenge: justifying brand investment when leadership demands clear, immediate returns. We explore why brand building has become critical in today's buyer journeys while providing practical ways to measure its often-delayed but powerful effects. You'll learn five specific approaches to measuring brand impact that go beyond traditional attribution models, plus a ways to communicate with financial stakeholders using language and metrics that resonate with bottom-line focused executives. 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 this episode, we tackle head-on the widespread challenge of declining organic search traffic. While many businesses are watching their Google visibility deteriorate, we look at approaches that are still producing traffic growth despite the changing search landscape. We share our recently developed content creation method that's proving resistant to AIOs, plus practical strategies for identifying search opportunities that AI answers can't address. 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 this actionable solo episode, Dan reveals his proven framework for developing LinkedIn ad campaigns that cut through the noise and drive measurable results. As marketing budgets increasingly shift from search to social platforms, the difference between wasted spend and significant ROI often comes down to ad resonance. Dan walks through five critical steps that separate high-performing LinkedIn campaigns from the sea of forgettable content filling decision-makers' feeds. Each step is illustrated with real-world examples from successful campaigns, providing clear templates you can adapt for your own LinkedIn advertising. Whether you're new to the platform or looking to improve underperforming campaigns, this episode delivers specific techniques to enhance your targeting, creative approach, and overall LinkedIn ad effectiveness. 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.