Beyond Blog Posts - How HubSpot Transformed into a B2B Media Powerhouse with Kyle Denhoff

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. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

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. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

In this practical episode, we address a growing challenge for marketers: as AI search tools increasingly keep users within their ecosystems, traditional SEO is no longer delivering the website traffic many businesses have relied on for the past 15 years.We discuss a range of proven traffic-generating approaches that don't rely on search rankings. From building brand to using platforms where your buyers already spend time, we outline practical strategies to ensure your business continues to attract customers.Watch all episodes on YouTubeJoin future episodes live on LinkedIn

Everything you’ve been told about the marketing funnel is a lie. It doesn’t exist, you can’t control it and forcing the funnel is not an effective way to try and market. In this episode, we break down exactly why the typical marketing funnel doesn’t work and tell you what to do instead for better results. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

In this no-nonsense episode, we expose the uncomfortable truth about common B2B marketing practices that are misaligned with today's buyer journey. We identify five specific tactics that data shows are consistently underperforming yet remain stubbornly prevalent across the industry. Essential listening for forward-thinking B2B marketers ready to eliminate ineffective strategies and reallocate resources to methods that actually drive engagement and conversion. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

In this eye-opening episode, Phil shares his experience with Apple App Store advertising and reveals the PPC course that completely reframed his approach to paid media. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

In this episode of Demand Decoded, Dan explores retargeting in B2B marketing. While most marketers focus on attracting new leads with flashy campaigns, retargeting often delivers better results with less investment. Dan explains what retargeting is, why it works, and how to use it. The episode covers practical ways to retarget different audiences and shares specific methods to measure success and avoid common mistakes. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

Content marketing has changed dramatically in recent years.  Simple blog posts and SEO strategies that once drove results are no longer enough. Today's B2B companies need to think more like B2B media engines to earn their audience's attention and trust. In this episode of Demand Decoded, we welcome Kyle Denhoff, HubSpot's Sr. Director of Marketing for B2B Media. Kyle explains how HubSpot shifted their approach early, creating a diverse range of content formats that align with how their audience actually consumes information today. By meeting their buyers' evolving preferences across multiple channels, they've built deeper connections and q stronger brand. Join us to learn what it takes to develop a successful media approach in 2025 and beyond. We'll discuss practical ways companies can diversify their content to better connect with today's business buyers and position themselves for future success. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

Marketers today are drowning in measurement options. From obsessive over-tracking to reporting irrelevant numbers to leadership, many teams struggle with data overload without gaining actionable insights. In this episode of Demand Decoded, we identify the truly essential marketing metrics that directly impact business outcomes.  We reveal a practical framework for demonstrating marketing's value to the organisation, including effective approaches to quantify the often-elusive impact of brand initiatives. Watch all episodes on YouTubeJoin future episodes live on LinkedIn

In this episode of Demand Decoded, we sit down with George Boot of Nomupay to explore how businesses can build authentic connections through personal branding. The conversation covers George's initial motivation for implementing personal branding, the early challenges he faced, and how he successfully scaled the approach across different departments. George offers practical advice for marketers looking to replicate this strategy, including how to build confidence in team members and manage various personalities and communication styles. We also dive into content strategy, examining how to develop unique viewpoints, create resonant content, maintain consistency, and capture authentic moments that truly connect with audiences. George reveals his methods for measuring success, tracking ROI, and the expected and unexpected business benefits Nomupay has experienced. The episode ends with valuable insights on useful tools and processes, common pitfalls to avoid, and George's perspective on the future of personal branding in B2B marketing, especially important in today's environment where authentic human voices stand out against AI-generated content. Watch all episodes on YouTubeJoin future episodes live on LinkedIn