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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