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Demand Decoded

Real insights from the trenches. No fluff, no theory. Just practical, proven strategies and tactics we use with clients and what we're learning along the way.

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Must-read articles

FeaturedInsights· 6 min read

LinkedIn Isn't Just a Publishing Channel. It's Two Channels You're Probably Underusing.

LinkedIn is two channels: publishing and listening. Here's why listening is the cheapest voice-of-customer research in B2B, and how the best teams start.

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LinkedIn Isn't Just a Publishing Channel. It's Two Channels You're Probably Underusing.
FeaturedGTM Engineering· 14 min read

The GTM Engineering Playbook: 11 Plays Working Right Now

The GTM RevOps stack we use to turn signal into pipeline: 11 plays, the exact tools, and the workflow behind each, from trade-show intel to CEO DMs.

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The GTM Engineering Playbook: 11 Plays Working Right Now
FeaturedPaid Media· 9 min read

The 2026 LinkedIn Thought Leader Ads Playbook

15 months of data across our B2B SaaS portfolio: 17.4M impressions, 6,280 ads, $3.5M spend. Thought Leader Ads beat standard ads 6.9x on CTR.

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The 2026 LinkedIn Thought Leader Ads Playbook
FeaturedInsights· 5 min read

Stop Measuring Your B2B Paid Media Strategy by Cost Per Lead

CPL only tells you what it cost to get a form fill. It says nothing about what happens after, and optimizing for it is quietly killing your pipeline.

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Stop Measuring Your B2B Paid Media Strategy by Cost Per Lead
FeaturedInsights· 5 min read

What I Learned About Thought Leader Ads in 10 Minutes

That authentic LinkedIn post that stopped you scrolling? It was probably a targeted ad. That's the power of LinkedIn Thought Leader Ads, and how to use them.

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What I Learned About Thought Leader Ads in 10 Minutes
FeaturedInsights· 5 min read

What's a 'Good' Cost Per Lead?

Benchmarks can guide you, but real growth comes from testing your own funnel and balancing measurable ROI with the brand plays that actually move the needle.

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What's a 'Good' Cost Per Lead?
FeaturedInsights· 5 min read

Your Marketing Data Is Lying to You (Here's How to Fix It)

A Teach Me in 10 episode on a common client question: how to set up Salesforce tracking properly to actually measure marketing effectiveness.

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Your Marketing Data Is Lying to You (Here's How to Fix It)
Latest Articles

More from the team

Revenue Operations Consulting: Automate the Work, Keep the Judgment
Tactical

Revenue Operations Consulting: Automate the Work, Keep the Judgment

Our approach to revenue operations consulting: automate what a machine does well, keep people on the judgment calls, and build around how you read your data.

Read article
LinkedIn Isn't Just a Publishing Channel. It's Two Channels You're Probably Underusing.
Insights

LinkedIn Isn't Just a Publishing Channel. It's Two Channels You're Probably Underusing.

LinkedIn is two channels: publishing and listening. Here's why listening is the cheapest voice-of-customer research in B2B, and how the best teams start.

Read article
What B2B PPC Agencies Get Wrong About Qualified Pipeline
Insights

What B2B PPC Agencies Get Wrong About Qualified Pipeline

Most B2B PPC agencies optimize for cost per lead. That's the wrong number. Here's what separates the ones worth hiring from the ones that burn budget.

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GTM Marketing Isn't What Most B2B Teams Are Doing
Insights

GTM Marketing Isn't What Most B2B Teams Are Doing

Most B2B teams say they run GTM marketing. Most are really running campaign marketing. Here's the difference, and why it decides whether your pipeline is real.

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B2B SaaS Lead Generation: More Leads Won't Save You
Playbooks

B2B SaaS Lead Generation: More Leads Won't Save You

Most B2B SaaS companies think lead volume is the problem. It's not. Here's what a real SaaS lead generation system looks like and how to build one.

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What GTM Means: The Real Definition for B2B Teams
Insights

What GTM Means: The Real Definition for B2B Teams

Everyone says 'GTM' but most B2B teams are running half the definition. Here's what go-to-market actually means, and the systems that make it work at scale.

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Your B2B Demand Generation Problem Isn't Strategy. It's Systems.
Tactical

Your B2B Demand Generation Problem Isn't Strategy. It's Systems.

Most B2B companies don't have a demand gen strategy problem. They have a systems problem. Understand the difference before you hire another agency.

Read article
The GTM Engineering Playbook: 11 Plays Working Right Now
GTM Engineering

The GTM Engineering Playbook: 11 Plays Working Right Now

The GTM RevOps stack we use to turn signal into pipeline: 11 plays, the exact tools, and the workflow behind each, from trade-show intel to CEO DMs.

Read article
B2B Paid Search Agency: What Actually Drives Pipeline
Insights

B2B Paid Search Agency: What Actually Drives Pipeline

Most B2B paid search agencies optimize for cost-per-lead. That's not the job. Here's what to actually evaluate before you sign anything.

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RevOps Best Practices That Actually Move Pipeline
Tactical

RevOps Best Practices That Actually Move Pipeline

Most RevOps setups look busy but don't move pipeline. Here's what actually works: clean data, smart enrichment, and attribution that tells the truth.

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How to Build a Multi-Touch Attribution Model in Excel (No Tool Required)
Insights

How to Build a Multi-Touch Attribution Model in Excel (No Tool Required)

Luke Spiker built a multi-touch attribution model in Excel in under an hour. No HockeyStack, no six-figure platform. The full walkthrough, with screenshots.

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The 2026 LinkedIn Thought Leader Ads Playbook
Paid Media

The 2026 LinkedIn Thought Leader Ads Playbook

15 months of data across our B2B SaaS portfolio: 17.4M impressions, 6,280 ads, $3.5M spend. Thought Leader Ads beat standard ads 6.9x on CTR.

Read article
FireCrawl + Claude Code + Clay: How I Built a Trade Show Intelligence Dashboard Without Writing a Line of Code
Insights

FireCrawl + Claude Code + Clay: How I Built a Trade Show Intelligence Dashboard Without Writing a Line of Code

How I used FireCrawl, Claude Code, and Clay to build a trade show intelligence dashboard: 21 events scored, 415 ICP companies, 1,333 contacts scraped.

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Why B2B Demand Generation is Key to Business Growth
Insights

Why B2B Demand Generation is Key to Business Growth

Most B2B teams run lead generation and call it demand generation. They aren't the same thing, and confusing them is why hard work stops moving the needle.

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Stop Measuring Your B2B Paid Media Strategy by Cost Per Lead
Insights

Stop Measuring Your B2B Paid Media Strategy by Cost Per Lead

CPL only tells you what it cost to get a form fill. It says nothing about what happens after, and optimizing for it is quietly killing your pipeline.

Read article
AI-Powered Email Personalization: How To Triple Your Click Rates
Insights

AI-Powered Email Personalization: How To Triple Your Click Rates

Static segmentation sends the same email to an entire persona. Here's how AI-powered personalization tailors every message and can triple your click rates.

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How To Build a Content Factory
Insights

How To Build a Content Factory

You know that feeling when every step of growth feels like you're "wading upstream"? That's how Garrett Jestice's friend described it...

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The 260X Content Tsunami: AI Strategy with Ben Ard
Insights

The 260X Content Tsunami: AI Strategy with Ben Ard

Ben Ard, founder of Masset, built a unified content library solution because, let's be honest, Google Drive is where content goes to die.

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The 90-Day Marketing Playbook: Audits, Alignment, and Actual Wins
Insights

The 90-Day Marketing Playbook: Audits, Alignment, and Actual Wins

Stepping into a new marketing role? Here's a practical 90-day playbook that will help you audit, align, and score quick wins.

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What I Learned About Thought Leader Ads in 10 Minutes
Insights

What I Learned About Thought Leader Ads in 10 Minutes

That authentic LinkedIn post that stopped you scrolling? It was probably a targeted ad. That's the power of LinkedIn Thought Leader Ads, and how to use them.

Read article
What's a 'Good' Cost Per Lead?
Insights

What's a 'Good' Cost Per Lead?

Benchmarks can guide you, but real growth comes from testing your own funnel and balancing measurable ROI with the brand plays that actually move the needle.

Read article
Your Marketing Data Is Lying to You (Here's How to Fix It)
Insights

Your Marketing Data Is Lying to You (Here's How to Fix It)

A Teach Me in 10 episode on a common client question: how to set up Salesforce tracking properly to actually measure marketing effectiveness.

Read article

Showing 22 of 22 articles