The New Content Marketing Playbook

In this episode, we sit down with Aja Frost, Senior Director of Global Growth and Paid at HubSpot, to explore how one of the world's leading marketing companies is adapting to fundamental shifts in buyer behaviour.We discuss HubSpot's Loop framework, a four-phase marketing playbook designed for the AI era that builds on inbound fundamentals. Aja shares practical examples of what they're implementing at HubSpot, from AI-powered email personalisation that improved conversion rates by 82% to their approach to Answer Engine Optimisation.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 tension between marketing and sales has existed forever, but we're entering a new era where marketing can genuinely become the hero, not just for sales, but for the entire organisation.In this episode, Dan and Josh explore growth engineering. We discuss why traditional marketing and sales silos create friction, how unified systems and buyer intelligence transform this dynamic, and why marketing is uniquely positioned to orchestrate growth across the business. From Ask Elephant to the four-phase transformation process, we break down practical steps to shift from lead volume metrics to becoming the growth architect your company needs.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.

For years, content marketing meant blog posts, eBooks, and SEO. But with AI reshaping how buyers research and the decline of traditional search, that playbook is broken. In this episode, Dan and Phil unpack the new content marketing approach for B2B. They explore why video-first content is essential, how to create for the 95% of buyers who aren't ready to purchase yet, and what's needed to capture the 5% who are. You'll learn practical strategies for diversifying your channels, optimising for AI search, and measuring what actually matters. If your content strategy still revolves around blog traffic and lead generation, it's time for a reset. 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.

Your first 90 days are critical for establishing credibility, understanding the business landscape, and setting the foundation for long-term success. In this episode, Dan and Amanda break down the essential phases every new B2B marketing leader should navigate.From conducting thorough marketing audits and building key stakeholder relationships to identifying quick wins and avoiding the pitfall of overpromising, we explore the strategic approach needed to make a meaningful impact. We discuss how to assess existing resources, understand your buyer lifecycle, and align marketing efforts with business objectives focused on revenue and profit.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 marketing world has shifted from SEO to AEO, but what content should you actually create to be found in AI search engines? Dan and Phil break down the commercial content types that get results, from listicles to persona pages, and explain why informational content no longer carries the same value.  They share practical insights on query targeting without traditional keyword data, discuss the feasibility of different content formats. Plus, they explore the tools available for tracking AEO performance and why the best time to start was yesterday. 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 explore what marketing could look like in a post-search world and why businesses that diversify now will have a massive advantage. From the declining ROI of informational content to why video-first strategies are becoming essential, we unpack the channels and tactics that will replace traditional SEO. We'll cover why being top-of-mind before buyers start searching matters more than ever, how to create content that AI engines actually cite, and why your website's conversion rate could become your most valuable metric when traffic gets scarce but highly qualified. 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 teams are evolving rapidly. They're getting smaller, but they're also becoming significantly more strategic and impactful. In this episode, Dan talks with Amanda McGrath about the fundamental shifts happening in how businesses should think about building their marketing teams.We explore the critical importance of investing in senior strategic talent and how AI is enabling teams to achieve more. Amanda shares insights from her conversations with new marketers who've joined companies in their first 90 days, revealing common hiring mistakes and the difference between businesses that get marketing team building right versus those that don't.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 podcasting live from HubSpot's INBOUND conference to share what we've learned about the future of B2B marketing. With AI fundamentally changing how buyers research and discover solutions, we explore why face-to-face events have become more crucial than ever for cutting through the noise.We dive into HubSpot's new Loop marketing methodology - their evolved approach to inbound marketing for the AI era. As traditional traffic sources disappear and buyers conduct research in the dark, we discuss why website conversion optimisation has never been more critical and how successful marketers are adapting their content strategies when "they ask, AI answers" becomes the new reality.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 CMOs struggle with one critical relationship that can make or break their success: the CFO. In this episode, Dan and Josh reveal why financial acumen is non-negotiable for marketing leaders and share the three financial fundamentals every CMO must master to build genuine partnerships with finance teams. From understanding cash flow timing to translating marketing metrics into financial outcomes, we explore practical strategies that transform adversarial relationships into collaborative business partnerships. Discover why transparency and intellectual honesty are essential, how to speak the CFO's language, and the embedded analyst approach that's revolutionising CMO-CFO collaboration at mid-market companies. 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 solo episode, Dan dives into research analysing 1,800+ real ChatGPT prompts that reveal how buyers truly search today. Discover why prompts are 5-20 times longer than Google searches, how 75% of users now issue commands instead of asking questions, and why your current content strategy is likely invisible to AI search.You'll learn the shift from "how do I fix this?" to "fix this for me", why hyper-localised commercial queries are becoming the norm, and practical steps to optimise your content for the new search reality, including schema implementation and persona-driven content creation that actually gets referenced by AI tools.Read the full research study: https://metehan.ai/blog/i-analyzed-1827-real-user-prompts-from-chatgpt-here-what-ive-found-agentic-search/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.