Episodes
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Most B2B marketers think persuasion is instinct. It isn't. It's psychology, and most brands are getting it wrong without realising why their messaging falls flat while competitors' sticks.
In this episode, Dan sits down with Phill Agnew, host of Nudge, to unpack the behavioural science principles hiding behind some of the biggest marketing wins in history. They cover why Zoom beat GoToMeeting by saying less, not more (the goal dilution effect), why Apple never mentioned megabytes and instead sold "1,000 songs in your pocket" (concrete phrases), and why anchoring a scary price before the real one makes buyers say yes. They also dig into the human-to-human connection principle: why Banksy hides behind anonymity, why Lush sticks employee names on products, and what that means for faceless B2B brands trying to build trust.
Essential listening for any B2B marketer who wants their messaging to actually stick, not just sound clever.
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Most B2B businesses are unknowingly marketing for their competitors. They invest in content that educates the market, builds awareness of a problem, and creates real demand, then watch the majority of that demand flow straight to the category leaders already occupying the most mindshare. This is the duplication of purchase law in action, and it's costing businesses far more budget than they realise.
In this episode, Dan and Amanda break down why this happens and what to do about it. They explore the trap of leading with the problem rather than your answer to it, how to define a value proposition that is genuinely yours rather than the sum of your parts, and why partner marketing amplifies this risk more than almost any other channel. They also dig into category-aware versus category-unaware audiences, the role of authentic personal brand in cutting through, and why clarity of positioning is the single biggest unlock for most B2B teams.
Essential listening for any marketer or business leader who suspects their campaigns are doing more for the competition than for their own pipeline.
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Missing episodes?
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Most B2B teams buying intent data are either over-trusting it or barely using it at all. They're treating weak signals as buying intent, spamming entire lists off the back of a topic search, and wondering why response rates look like cold outbound. The tool isn't the problem, the way it's being operationalised is.
In this episode, Dan and Phil cut through the vendor hype and get into what intent data can and can't actually tell you. They cover first party versus third party intent, the right way to build LinkedIn audiences from intent signals, using company news triggers that map to real buying moments, intent-triggered account reactivation, and how AI prospecting agents are changing the outbound motion, without removing the need for a decent offer.
Essential listening for any B2B marketer or revenue team trying to get real return from their intent data investment, not just a more expensive cold list.
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Most B2B businesses are still hiring and structuring their teams the way they did a decade ago, more headcount to hit more targets, more layers between marketing, sales, and customer success. That model is already breaking.
In this episode, Dan and Josh map out what the GTM organisation actually looks like in the AI era: fewer people, more senior, with entirely new roles emerging, the Growth Architect, the Brand Knowledge Steward, the Agentic Operations Lead. They get into how every function changes, from content and demand gen through to BDRs, AEs, and customer success, why human-to-AI ratios are shifting fast, and what governance has to do with whether any of it works.
Essential listening for revenue leaders, heads of marketing, and anyone trying to figure out whether their current team structure will still make sense in two years' time.
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Most B2B content operations don't fail because of a lack of effort, they fail because they were never built on the right foundations. Jumping straight to "let's start a podcast" or "we should post more on LinkedIn" before answering the harder questions about point of view, ICP, and channel strategy is where most teams go wrong.
In this episode, Dan and Phil break down what it actually takes to build a content engine that scales. They cover how to extract genuine insight from subject matter experts (without asking them to write newsletters), why video has become the non-negotiable starting point for a modern content strategy, how to repurpose long-form content into a connected multi-channel system, and why consistency at scale now depends on having a single source of truth for your AI outputs.
Essential listening for B2B marketers who know content should be driving pipeline, but are stuck figuring out how to make the engine run.
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89% of B2B buyers are using generative AI to research vendors. 60% of searches now end without a click. And most shortlists are formed before anyone picks up the phone. If your marketing still treats every buyer the same way, you're not just losing deals. You're being cut from the list before the race has even started.
In this episode, Dan is joined by Josh Bouk to break down why procurement-led and economic buyer-led journeys demand completely different playbooks. They cover how to engineer your presence into the day-one shortlist, why marketing and sales teams need to stop lobbing leads over the wall and start building a genuinely connected buyer experience, and the specific tactics that make you easier to buy from at every stage.
Essential listening for B2B marketing and sales leaders who want to build a revenue process that maps to how buyers actually buy today.
89% of B2B buyers now use generative AI in research: https://www.forrester.com/report/b2b-buyer-adoption-of-generative-ai/RES181769
60% of searches end without a click: https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/02/the-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it/
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Website traffic is down, traditional SEO metrics are losing their meaning, and most teams are either not measuring their AEO performance at all or drowning in data they don't know what to do with.
In this solo episode, Dan breaks down how to build an AEO measurement framework that goes beyond vanity metrics. From choosing the right prompts to track, to analysing your citation data for strategic insight, to tying AI visibility to pipeline and revenue, this episode gives you a practical system you can actually use.
Essential listening for B2B marketers trying to make sense of AI search and prove its impact on the business.
HubSpot State of AEO report: https://hubspot-state-of-aeo-report-web-view.lovable.app/
How to build an AEO strategy: https://youtu.be/kSM8TvmFAwo
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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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Everyone's using AI. But without the right context, you're just generating inconsistent, off-brand output at scale.
In this episode, Dan and Josh introduce the concept of a digital twin, a curated, controlled knowledge base that gives every AI agent and team member accurate, consistent company context. They cover why off-the-shelf tools like ChatGPT and Claude fall short, how digital twins are built, and why mid-market businesses are uniquely positioned to get ahead with this strategy.
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Interactive demos feel modern and buyer-friendly, but do they actually outperform traditional "book a demo" CTAs? In this episode, Phil examines the real conversion data behind both approaches and reveals why interactive trials often underperform despite their appeal.
You'll learn when interactive demos genuinely add value versus when they simply cannibalise higher-quality pipeline. Phil explains how to deploy these tools strategically to increase demo quality and quantity rather than replacing what already works. Essential listening before you swap out your commercial CTAs.
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Most B2B marketing teams are laser-focused on net new logos, but what about the revenue already sitting in your existing customer base?
In this episode, Dan is joined by Josh to unpack why so many marketing teams overlook expansion and retention, how to calculate wallet share and total whitespace, and what marketing can actually do to drive cross-sell and upsell growth. From account planning and CRM strategy to customer events and mental availability, this one's packed with practical ways to unlock revenue you didn't know you had.
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