<![CDATA[The Revenue Room - B2B & High-Ticket B2C Marketing]]>Join brothers Harry and Daniel in The Revenue Room as they break down what really drives growth in the world of B2B marketing. Drawing on years of hands-on experience scaling businesses through performance-led strategies, each weekly episode delivers sharp insights, practical advice, and proven tactics. From optimising full-funnel efficiency to mastering targeted campaigns, Unqualified Leads gives you the frameworks and thinking needed to turn marketing into measurable business results.

]]>https://www.mayfair-mediagroup.com/Riverside.fm (https://riverside.com)Tue, 08 Sep 2026 09:36:54 GMTSat, 30 Aug 2025 00:59:41 GMT60Harry & Daniel Hughes<p>Join brothers Harry and Daniel in The Revenue Room as they break down what really drives growth in the world of B2B marketing. Drawing on years of hands-on experience scaling businesses through performance-led strategies, each weekly episode delivers sharp insights, practical advice, and proven tactics. From optimising full-funnel efficiency to mastering targeted campaigns, Unqualified Leads gives you the frameworks and thinking needed to turn marketing into measurable business results.</p>episodicHarry & Daniel Hughesharry@wethrivedigital.comno<![CDATA[How We Helped a Healthcare Business 3x Revenue]]>How Linea Scaled Lead Generation While Cutting CPL

Scaling paid media is one thing. Scaling it while dramatically increasing lead volume and reducing CPL is another.

In this episode, Harry is joined by David, co-founder of Linea, to discuss how, alongside Mayfair Media Group, the business built a scalable acquisition engine and grew revenue by 2–3x over the last 12 months.

David shares how Linea went from knocking on the doors of around 500 dental practices to building a growing network of dental partners across Australia, and how the business approached customer acquisition in a competitive and highly regulated healthcare market.

The conversation explores how Linea built its paid media strategy, why creative fatigue became a challenge, and how the business developed a broader creative approach using UGC, dentist-led content, static ads and product-focused creative.

Harry also breaks down the changes that helped Linea take CPL from around A$40–50 to A$15–16, while increasing monthly paid media spend from around A$20k to A$70–80k and significantly increasing lead volume.

But scaling acquisition created a new challenge: making sure the rest of the funnel could keep up.

The episode explores how Linea introduced scheduled sales calls, email and SMS nurturing, improved follow-up processes and broader funnel optimisation to turn more of that growing lead volume into dentist consultations and paying customers.

Whether you’re scaling a B2B or B2C business, this episode is a practical look at what it takes to move beyond simply running ads and build an acquisition engine that can scale.

In this episode:

  • How Linea built its acquisition engine from the ground up
  • Going from 500 dental practices to a growing partner network
  • How Linea dramatically increased lead volume
  • Reducing CPL from around A$40–50 to A$15–16
  • Scaling paid media spend from A$20k to A$70–80k per month
  • How UGC became a key part of the creative strategy
  • Why creative testing needs a clear strategy behind it
  • Using dentist-led content to build trust in healthcare
  • What happens when lead volume starts to scale rapidly
  • How sales calls, email and SMS improved the conversion journey
  • Connecting paid media, CRM and sales into one growth engine
  • The lessons Linea is taking into its next stage of growth

If you’re looking for a performance marketing podcast, business growth podcast, podcast for marketing teams, marketing podcast for entrepreneurs, creative business podcast, or digital marketing podcast, you’ll find practical insights covering Google Ads, Meta Ads, paid media, performance marketing, lead generation, B2B marketing, B2C marketing, growth marketing, creative strategy, CRM, conversion optimisation, customer acquisition and marketing strategy.

⸻

Host

Harry Hughes
https://www.linkedin.com/in/harry-hughes-6409b163/

Mayfair Media Group
https://www.mayfair-mediagroup.com/

]]>f958dd46-a8b2-47a5-8607-1d4040b68be0Fri, 04 Sep 2026 08:00:00 GMT<p><b>How Linea Scaled Lead Generation While Cutting CPL</b></p><p>Scaling paid media is one thing. Scaling it while dramatically increasing lead volume and reducing CPL is another.</p><p></p><p>In this episode, Harry is joined by David, co-founder of Linea, to discuss how, alongside Mayfair Media Group, the business built a scalable acquisition engine and grew revenue by 2–3x over the last 12 months.</p><p></p><p>David shares how Linea went from knocking on the doors of around 500 dental practices to building a growing network of dental partners across Australia, and how the business approached customer acquisition in a competitive and highly regulated healthcare market.</p><p></p><p>The conversation explores how Linea built its paid media strategy, why creative fatigue became a challenge, and how the business developed a broader creative approach using UGC, dentist-led content, static ads and product-focused creative.</p><p></p><p>Harry also breaks down the changes that helped Linea take CPL from around A$40–50 to A$15–16, while increasing monthly paid media spend from around A$20k to A$70–80k and significantly increasing lead volume.</p><p></p><p>But scaling acquisition created a new challenge: making sure the rest of the funnel could keep up.</p><p></p><p>The episode explores how Linea introduced scheduled sales calls, email and SMS nurturing, improved follow-up processes and broader funnel optimisation to turn more of that growing lead volume into dentist consultations and paying customers.</p><p></p><p>Whether you’re scaling a B2B or B2C business, this episode is a practical look at what it takes to move beyond simply running ads and build an acquisition engine that can scale.</p><p></p><p>In this episode:</p><ul><li>How Linea built its acquisition engine from the ground up</li><li>Going from 500 dental practices to a growing partner network</li><li>How Linea dramatically increased lead volume</li><li>Reducing CPL from around A$40–50 to A$15–16</li><li>Scaling paid media spend from A$20k to A$70–80k per month</li><li>How UGC became a key part of the creative strategy</li><li>Why creative testing needs a clear strategy behind it</li><li>Using dentist-led content to build trust in healthcare</li><li>What happens when lead volume starts to scale rapidly</li><li>How sales calls, email and SMS improved the conversion journey</li><li>Connecting paid media, CRM and sales into one growth engine</li><li>The lessons Linea is taking into its next stage of growth</li></ul><p></p><p>If you’re looking for a performance marketing podcast, business growth podcast, podcast for marketing teams, marketing podcast for entrepreneurs, creative business podcast, or digital marketing podcast, you’ll find practical insights covering Google Ads, Meta Ads, paid media, performance marketing, lead generation, B2B marketing, B2C marketing, growth marketing, creative strategy, CRM, conversion optimisation, customer acquisition and marketing strategy.</p><p>⸻</p><p>Host</p><p></p><p>Harry Hughes<br /><a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p>Mayfair Media Group<br /><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:37:22How We Helped a Healthcare Business 3x Revenuefull<![CDATA[The Creative Testing Gap: Why Most B2B & B2C Lead Gen Campaigns Fail to Scale]]>Most paid media accounts in B2B and in B2C Lead-Gen don’t have a targeting problem, but instead, they usually have a creative problem.

After auditing more than 30 paid media accounts across both B2B and B2C lead generation in the last 2-3 months, one issue kept appearing over and over again: businesses simply aren’t testing enough creative.

In this episode, Harry and Dan explain why creative variation is one of the biggest levers for reducing CAC, improving lead quality and unlocking scale across both LinkedIn and Meta.

They discuss their learnings from D2C brands, and how these methods can be utilised in B2B when it comes to creative testing, how enterprise and SMB strategies differ, and the practical framework they use to generate hundreds of creative ideas from a single campaign.

You’ll also learn:

  • Why most businesses stop testing far too early
  • The difference between creative variations and net-new creative concepts
  • How to build creative ideas from customer research and sales calls
  • Testing different ICPs, offers, pain points and messaging angles
  • Why discovery call transcripts are one of the best creative resources available
  • How to measure success when you have long B2B sales cycles
  • Leading indicators that matter before revenue appears
  • Why Meta and LinkedIn should play different roles in your testing strategy
  • How small creative changes (hooks, thumbnails, copy and formats) can dramatically improve performance
  • The biggest mistakes repeatedly found during paid media audits

Whether you’re running B2B marketing, enterprise ABM campaigns, SaaS ads, or high-volume B2C lead generation, this episode breaks down the creative testing framework that helps businesses continually lower acquisition costs and generate more qualified opportunities.

Hosts

Daniel Hughes
https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes
https://www.linkedin.com/in/harry-hughes-6409b163/

Mayfair Media Group
https://www.mayfair-mediagroup.com/

Keywords:

B2B marketing, B2C lead generation, paid media, Meta Ads, Facebook Ads, LinkedIn Ads, creative testing, creative strategy, ad creatives, performance marketing, lead generation, SaaS marketing, CAC reduction, cost per acquisition, paid social, digital marketing, ABM, enterprise marketing, marketing strategy, advertising optimisation

]]>fc8f04e4-6e98-4f79-b984-04425b5c5ed0Thu, 09 Jul 2026 08:13:52 GMT<p>Most paid media accounts in B2B and in B2C Lead-Gen don’t have a targeting problem, but instead, they usually have a creative problem.</p><p></p><p>After auditing more than 30 paid media accounts across both <b>B2B</b> and <b>B2C lead generation </b>in the last 2-3 months, one issue kept appearing over and over again: businesses simply aren’t testing enough creative.</p><p></p><p>In this episode, Harry and Dan explain why creative variation is one of the biggest levers for reducing CAC, improving lead quality and unlocking scale across both LinkedIn and Meta.</p><p></p><p>They discuss their learnings from D2C brands, and how these methods can be utilised in B2B when it comes to creative testing, how enterprise and SMB strategies differ, and the practical framework they use to generate hundreds of creative ideas from a single campaign.</p><p></p><p>You’ll also learn:</p><p></p><ul><li>Why most businesses stop testing far too early</li><li>The difference between creative variations and net-new creative concepts</li><li>How to build creative ideas from customer research and sales calls</li><li>Testing different ICPs, offers, pain points and messaging angles</li><li>Why discovery call transcripts are one of the best creative resources available</li><li>How to measure success when you have long B2B sales cycles</li><li>Leading indicators that matter before revenue appears</li><li>Why Meta and LinkedIn should play different roles in your testing strategy</li><li>How small creative changes (hooks, thumbnails, copy and formats) can dramatically improve performance</li><li>The biggest mistakes repeatedly found during paid media audits</li></ul><p></p><p>Whether you’re running B2B marketing, enterprise ABM campaigns, SaaS ads, or high-volume B2C lead generation, this episode breaks down the creative testing framework that helps businesses continually lower acquisition costs and generate more qualified opportunities.</p><h3><b>Hosts</b></h3><p><b>Daniel Hughes</b><br /><a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p><b>Harry Hughes</b><br /><a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p><b>Mayfair Media Group</b><br /><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p><p></p><p></p><p></p><p></p><p></p><p>Keywords:</p><p>B2B marketing, B2C lead generation, paid media, Meta Ads, Facebook Ads, LinkedIn Ads, creative testing, creative strategy, ad creatives, performance marketing, lead generation, SaaS marketing, CAC reduction, cost per acquisition, paid social, digital marketing, ABM, enterprise marketing, marketing strategy, advertising optimisation</p>no00:43:00The Creative Testing Gap: Why Most B2B & B2C Lead Gen Campaigns Fail to Scalefull<![CDATA[How One CTA Change Doubled Conversions and Halved CPAs]]>In this episode of Unqualified Leads, Harry runs solo through a live case study from one of our healthcare clients, where a series of small, logical fixes to the user journey has just delivered a record-breaking week. It's a short-format episode designed to show what happens when you stop optimising ads in isolation and start optimising the entire flow your leads move through.

Most businesses pour budget into paid media but lose huge volumes of potential customers in the gaps between lead capture, sales follow-up, consultation, and invoice. The data is usually sitting there, but nobody's taken the time to map it end-to-end. When you do, the opportunities to move the needle quickly become obvious, and often it's the smallest changes that produce the biggest results.

This episode is designed as a practical podcast for founders, marketing teams, and operators who want to understand how to audit a full customer journey and prioritise the fixes that will actually drive growth. We walk through how we ran a two-week deep-dive audit, mapped every user route into the business on a Miro board, analysed every email, SMS, and automation, and worked with the sales team to identify exactly where leads were dropping off.

In this episode, we cover:

  • Why optimising paid media alone has a ceiling, and where the bigger gains actually live
  • How to run a two-week audit that maps every user flow, comms touchpoint, and drop-off
  • Why bringing fresh eyes into a business uncovers gaps internal teams have stopped seeing
  • How to identify which fixes will move the needle most and avoid overwhelming the team
  • The single book-now CTA change that broke a weekly consultation record by Wednesday
  • Why striking while the lead is hot is the highest-leverage moment in any funnel
  • How to spot the silent drop-off points between invoice and payment, and how to fix them
  • Why simple, lean workflows beat complex edge-case automations every time
  • Why consistent creative refreshes are non-negotiable for high-spending paid accounts

This is a b2b marketing podcast episode focused on the operational reality of growth: how paid media, CRM, and user experience all have to work together for every dollar of ad spend to pull its weight. We share the real numbers behind the changes, including a 120% increase in Meta-driven consultations, a 150% increase from TikTok, and CPA reductions of over 50% across both channels.

It's particularly relevant for founders, growth teams, and marketing leaders who feel like they've squeezed everything they can from their ad accounts and are wondering where the next leg of growth comes from. If you're scaling paid acquisition, managing a high-volume lead funnel, or trying to figure out why your conversion rates aren't matching your traffic, this business growth podcast episode will give you a framework to follow.

Hosts:

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>c9afc076-5ad4-45e0-b24a-84fc8984587eMon, 18 May 2026 09:00:00 GMT<p>In this episode of Unqualified Leads, Harry runs solo through a live case study from one of our healthcare clients, where a series of small, logical fixes to the user journey has just delivered a record-breaking week. It's a short-format episode designed to show what happens when you stop optimising ads in isolation and start optimising the entire flow your leads move through.</p><p></p><p>Most businesses pour budget into paid media but lose huge volumes of potential customers in the gaps between lead capture, sales follow-up, consultation, and invoice. The data is usually sitting there, but nobody's taken the time to map it end-to-end. When you do, the opportunities to move the needle quickly become obvious, and often it's the smallest changes that produce the biggest results.</p><p></p><p>This episode is designed as a practical podcast for founders, marketing teams, and operators who want to understand how to audit a full customer journey and prioritise the fixes that will actually drive growth. We walk through how we ran a two-week deep-dive audit, mapped every user route into the business on a Miro board, analysed every email, SMS, and automation, and worked with the sales team to identify exactly where leads were dropping off.</p><p></p><p>In this episode, we cover:</p><p></p><ul><li>Why optimising paid media alone has a ceiling, and where the bigger gains actually live</li><li>How to run a two-week audit that maps every user flow, comms touchpoint, and drop-off</li><li>Why bringing fresh eyes into a business uncovers gaps internal teams have stopped seeing</li><li>How to identify which fixes will move the needle most and avoid overwhelming the team</li><li>The single book-now CTA change that broke a weekly consultation record by Wednesday</li><li>Why striking while the lead is hot is the highest-leverage moment in any funnel</li><li>How to spot the silent drop-off points between invoice and payment, and how to fix them</li><li>Why simple, lean workflows beat complex edge-case automations every time</li><li>Why consistent creative refreshes are non-negotiable for high-spending paid accounts</li></ul><p></p><p>This is a b2b marketing podcast episode focused on the operational reality of growth: how paid media, CRM, and user experience all have to work together for every dollar of ad spend to pull its weight. We share the real numbers behind the changes, including a 120% increase in Meta-driven consultations, a 150% increase from TikTok, and CPA reductions of over 50% across both channels.</p><p></p><p>It's particularly relevant for founders, growth teams, and marketing leaders who feel like they've squeezed everything they can from their ad accounts and are wondering where the next leg of growth comes from. If you're scaling paid acquisition, managing a high-volume lead funnel, or trying to figure out why your conversion rates aren't matching your traffic, this business growth podcast episode will give you a framework to follow.</p><p></p><p>Hosts: </p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:20:45How One CTA Change Doubled Conversions and Halved CPAsfull<![CDATA[How to Set Up UTM Attribution Properly in Your CRM]]>In this episode of Unqualified Leads, we walk through how to properly set up UTM attribution inside your CRM. It's one of the most overlooked pieces of marketing infrastructure, and one of the first things we audit when we start working with a new business.

Most companies rely on the default attribution that GA4 and their CRM provide out of the box. It's not necessarily wrong, but it's rarely set up in a way you can fully trust when it's time to make real decisions. Channels get mis-assigned, direct traffic balloons, last-touch dominates the story, and the data ends up patchy enough that nobody quite believes the dashboards they're reporting on.

This episode is designed as a practical podcast for marketing teams, founders, and operators who want attribution data that holds up under scrutiny. We walk through the exact UTM framework we build for clients, from capturing parameters at the form level, to segmenting them into first, last, and conversion touch buckets inside the CRM, to layering in self-reported attribution to bridge the gaps machine tracking can't close on its own.

In this episode, we cover:

  • Why default GA4 and HubSpot attribution isn't enough on its own
  • How to build a UTM framework with a single source of truth across your team
  • The hidden form field setup that captures UTMs against every CRM contact
  • Why your tracking code needs an expiry timer, and what goes wrong if it doesn't
  • How to segment UTMs into first touch, last touch, and conversion touch buckets
  • Why first-touch UTMs should be locked and never overwritten
  • How to use self-reported attribution as a free-text layer to enrich your data
  • Why direct traffic is often misleading and what's really happening underneath it
  • How to backfill historical CRM data so your dashboards aren't patchy
  • Why UTMs should be set at the account level, never the ad level, with dynamic campaign tags

This is a b2b marketing podcast episode focused on the operational reality of attribution: how to set it up properly, where most teams get it wrong, and how to turn UTM data into a dashboard that tells a richer story of how customers actually find and convert with you.

It's particularly relevant for b2b marketing leadership, growth teams, RevOps, and anyone responsible for reporting on marketing performance. If you're scaling paid media, running multi-channel campaigns, or trying to prove marketing's contribution to revenue, this business growth podcast episode will help you build attribution infrastructure you can genuinely trust.

Whether you're a marketing podcast for entrepreneurs listener building your first stack, a creative business podcast follower refining your reporting, or a business leadership podcast regular focused on scaling efficiently, this is one of the b2b marketing podcasts worth coming back to whenever attribution gets messy.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>da891858-821e-47f2-8b81-225753da7381Mon, 27 Apr 2026 08:45:00 GMT<p>In this episode of Unqualified Leads, we walk through how to properly set up UTM attribution inside your CRM. It's one of the most overlooked pieces of marketing infrastructure, and one of the first things we audit when we start working with a new business.</p><p></p><p>Most companies rely on the default attribution that GA4 and their CRM provide out of the box. It's not necessarily wrong, but it's rarely set up in a way you can fully trust when it's time to make real decisions. Channels get mis-assigned, direct traffic balloons, last-touch dominates the story, and the data ends up patchy enough that nobody quite believes the dashboards they're reporting on.</p><p></p><p>This episode is designed as a practical podcast for marketing teams, founders, and operators who want attribution data that holds up under scrutiny. We walk through the exact UTM framework we build for clients, from capturing parameters at the form level, to segmenting them into first, last, and conversion touch buckets inside the CRM, to layering in self-reported attribution to bridge the gaps machine tracking can't close on its own.</p><p></p><p>In this episode, we cover:</p><ul><li>Why default GA4 and HubSpot attribution isn't enough on its own</li><li>How to build a UTM framework with a single source of truth across your team</li><li>The hidden form field setup that captures UTMs against every CRM contact</li><li>Why your tracking code needs an expiry timer, and what goes wrong if it doesn't</li><li>How to segment UTMs into first touch, last touch, and conversion touch buckets</li><li>Why first-touch UTMs should be locked and never overwritten</li><li>How to use self-reported attribution as a free-text layer to enrich your data</li><li>Why direct traffic is often misleading and what's really happening underneath it</li><li>How to backfill historical CRM data so your dashboards aren't patchy</li><li>Why UTMs should be set at the account level, never the ad level, with dynamic campaign tags</li></ul><p></p><p>This is a b2b marketing podcast episode focused on the operational reality of attribution: how to set it up properly, where most teams get it wrong, and how to turn UTM data into a dashboard that tells a richer story of how customers actually find and convert with you.</p><p></p><p>It's particularly relevant for b2b marketing leadership, growth teams, RevOps, and anyone responsible for reporting on marketing performance. If you're scaling paid media, running multi-channel campaigns, or trying to prove marketing's contribution to revenue, this business growth podcast episode will help you build attribution infrastructure you can genuinely trust.</p><p></p><p>Whether you're a marketing podcast for entrepreneurs listener building your first stack, a creative business podcast follower refining your reporting, or a business leadership podcast regular focused on scaling efficiently, this is one of the b2b marketing podcasts worth coming back to whenever attribution gets messy.</p><p></p><p>Hosts: </p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a> </p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a> </p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p><hr />no00:27:04How to Set Up UTM Attribution Properly in Your CRMfull<![CDATA[How to Analyse Paid Media Performance Beyond In-Platform Data in B2B & B2C Marketing]]>In this episode of Unqualified Leads, we break down a real-world paid media experiment that challenges one of the most common assumptions in marketing: spend more equals more growth.

After increasing Meta ad spend by 25%, revenue only grew marginally - and media efficiency dropped. On the surface, platform performance looked strong. But once we analysed the data across CRM, GA4, and attribution layers, it became clear that the issue wasn’t acquisition - it was something much deeper.

This episode is designed as a practical podcast for marketing teams, founders, and operators looking to scale paid media without losing efficiency. We walk through how to properly analyse performance across channels and why relying on in-platform metrics alone can lead to the wrong conclusions.

In this episode, we cover:

  • Why increasing ad spend doesn’t scale revenue linearly
  • How to use media efficiency ratio (MER) to evaluate true performance
  • The impact of retention, repeat purchase rate, and lifetime value on growth
  • Why revenue lag can distort performance in longer sales cycles
  • What incrementality data reveals about wasted spend
  • How to diagnose performance across Meta, Google, GA4, and CRM data
  • Why marketers must take a top-down approach to analysis, not just channel-level reporting

This is a b2b marketing podcast episode focused on real data, real testing, and real decision-making. It’s particularly relevant for b2b marketing leadership, growth teams, and anyone responsible for scaling paid media budgets.

If you’re running paid media, managing marketing budgets, or trying to improve business performance, this is a business growth podcast episode that will help you think more strategically about where your growth is actually coming from.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>30681d66-de3d-47fc-9ff9-012118fd7941Mon, 30 Mar 2026 10:00:37 GMT<p>In this episode of <i>Unqualified Leads</i>, we break down a real-world paid media experiment that challenges one of the most common assumptions in marketing: <b>spend more equals more growth</b>.</p><p></p><p>After increasing Meta ad spend by 25%, revenue only grew marginally - and media efficiency dropped. On the surface, platform performance looked strong. But once we analysed the data across CRM, GA4, and attribution layers, it became clear that the issue wasn’t acquisition - it was something much deeper.</p><p></p><p>This episode is designed as a <b>practical podcast for marketing teams</b>, founders, and operators looking to scale paid media without losing efficiency. We walk through how to properly analyse performance across channels and why relying on in-platform metrics alone can lead to the wrong conclusions.</p><p></p><p>In this episode, we cover:</p><p></p><ul><li>Why <b>increasing ad spend doesn’t scale revenue linearly</b></li><li>How to use <b>media efficiency ratio (MER)</b> to evaluate true performance</li><li>The impact of <b>retention, repeat purchase rate, and lifetime value</b> on growth</li><li>Why <b>revenue lag</b> can distort performance in longer sales cycles</li><li>What <b>incrementality data</b> reveals about wasted spend</li><li>How to diagnose performance across <b>Meta, Google, GA4, and CRM data</b></li><li>Why marketers must take a <b>top-down approach to analysis</b>, not just channel-level reporting</li></ul><p></p><p></p><p>This is a <b>b2b marketing podcast</b> episode focused on real data, real testing, and real decision-making. It’s particularly relevant for <b>b2b marketing leadership</b>, growth teams, and anyone responsible for scaling paid media budgets.</p><p></p><p>If you’re running paid media, managing marketing budgets, or trying to improve business performance, this is a <b>business growth podcast</b> episode that will help you think more strategically about where your growth is actually coming from.</p><p></p><hr /><p></p><p>Hosts:</p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:44:48How to Analyse Paid Media Performance Beyond In-Platform Data in B2B & B2C Marketingfull<![CDATA[Google Ads For B2B: Frameworks, Structures & Setups]]>In this episode of Unqualified Leads, Harry Hughes and Dan Hughes break down their core approach to Google Ads for B2B lead generation. From auditing a new account to structuring campaigns for scale, this episode covers the practical frameworks they use to build, manage and optimise Google Ads accounts that are focused on generating qualified pipeline, not just cheap clicks.

They start with the foundation of every strong Google Ads account: conversion tracking. Harry explains why the first place he checks in any account is the conversion setup, how to think about primary vs secondary conversion actions, and why so many businesses damage performance by optimising for the wrong event. The conversation also covers enhanced conversions, consent mode v2, and why offline conversion imports from HubSpot or your CRM are essential if you want Google to optimise towards SQLs, opportunities and closed revenue rather than shallow lead volume.

From there, they move into Google Ads account structure and explain how to think about campaigns by geo, service, product, and intent. They unpack why campaign design is not one-size-fits-all, but why clean structure, thematic ad groups, and clear separation between brand and non-brand search are non-negotiable. Harry also explains why your brand campaign should always sit separately from your generic campaigns, and why allowing brand traffic to leak into non-brand campaigns distorts performance and wastes budget.

The episode also covers bidding strategies in Google Ads, including when to use Max Conversions, where tCPA and tROAS can make sense, and why Harry typically prefers to avoid overcomplicating bidding too early. They also touch on manual CPC and search impression share for brand campaigns, and explain why Google rep recommendations are not always the right move for your business.

You will also hear their views on:

  • Google Ads audits for B2B lead gen
  • How to structure campaigns around service lines or search intent
  • Why exact match vs phrase match should be determined by the size of your search pool
  • When broad match and AI Max may or may not make sense
  • Why competitor campaigns often fail without the right landing page strategy
  • How to think about PMAX, Demand Gen and Display campaigns in lead gen accounts
  • Why negative keyword discipline and regular search term analysis are critical
  • The importance of balancing account consolidation with the need for spend control

If you run Google Ads for a B2B company, a lead generation business, or you manage paid media for clients and want a clearer framework for how to structure, optimise and scale search campaigns, this episode is a strong introduction to the systems Harry and Dan use in real accounts.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>91a2705a-a664-42a7-aa19-a76399c49378Mon, 09 Mar 2026 08:00:00 GMT<p>In this episode of <b>Unqualified Leads</b>, Harry Hughes and Dan Hughes break down their core approach to <b>Google Ads for B2B lead generation</b>. From auditing a new account to structuring campaigns for scale, this episode covers the practical frameworks they use to build, manage and optimise Google Ads accounts that are focused on generating qualified pipeline, not just cheap clicks.</p><p></p><p>They start with the foundation of every strong Google Ads account: <b>conversion tracking</b>. Harry explains why the first place he checks in any account is the conversion setup, how to think about <b>primary vs secondary conversion actions</b>, and why so many businesses damage performance by optimising for the wrong event. The conversation also covers <b>enhanced conversions</b>, <b>consent mode v2</b>, and why <b>offline conversion imports</b> from HubSpot or your CRM are essential if you want Google to optimise towards SQLs, opportunities and closed revenue rather than shallow lead volume.</p><p></p><p>From there, they move into <b>Google Ads account structure</b> and explain how to think about campaigns by <b>geo, service, product, and intent</b>. They unpack why campaign design is not one-size-fits-all, but why clean structure, thematic ad groups, and clear separation between <b>brand and non-brand search</b> are non-negotiable. Harry also explains why your brand campaign should always sit separately from your generic campaigns, and why allowing brand traffic to leak into non-brand campaigns distorts performance and wastes budget.</p><p></p><p>The episode also covers <b>bidding strategies in Google Ads</b>, including when to use <b>Max Conversions</b>, where <b>tCPA</b> and <b>tROAS</b> can make sense, and why Harry typically prefers to avoid overcomplicating bidding too early. They also touch on <b>manual CPC</b> and <b>search impression share</b> for brand campaigns, and explain why Google rep recommendations are not always the right move for your business.</p><p></p><p>You will also hear their views on:</p><p></p><ul><li><b>Google Ads audits for B2B lead gen</b></li><li>How to structure campaigns around <b>service lines or search intent</b></li><li>Why <b>exact match vs phrase match</b> should be determined by the size of your search pool</li><li>When <b>broad match</b> and <b>AI Max</b> may or may not make sense</li><li>Why <b>competitor campaigns</b> often fail without the right landing page strategy</li><li>How to think about <b>PMAX, Demand Gen and Display campaigns</b> in lead gen accounts</li><li>Why <b>negative keyword discipline</b> and regular search term analysis are critical</li><li>The importance of balancing <b>account consolidation</b> with the need for spend control</li></ul><p></p><p></p><p>If you run Google Ads for a <b>B2B company</b>, a <b>lead generation business</b>, or you manage paid media for clients and want a clearer framework for how to structure, optimise and scale search campaigns, this episode is a strong introduction to the systems Harry and Dan use in real accounts.</p><p></p><p>Hosts:</p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:46:45Google Ads For B2B: Frameworks, Structures & Setupsfull<![CDATA[Demand Gen vs Demand Capture: Stop Measuring Channels in Silos]]>In this episode of Unqualified Leads, Harry Hughes and Dan Hughes unpack the real difference between demand capture vs demand generation, and why most B2B marketing teams measure it the wrong way.

If your business is relying heavily on Google Ads / paid search to “prove” ROI, or you’re stuck in the cycle of switching budget between LinkedIn Ads, Meta Ads and Google based purely on in-platform CPA… this episode is for you. Harry and Dan explain why this approach often leads to short-sighted decisions, under-investment in brand, and an over-reliance on last-click attribution that doesn’t reflect how modern B2B buyers actually behave.

They break down the common attribution trap: when Meta and LinkedIn generate awareness and intent, but Google “wins” the credit because it captures the final click. You’ll learn why B2B buying journeys are non-linear, how channels influence each other, and why judging performance purely at a channel level can cause businesses to turn off the very campaigns that are improving results elsewhere.

Key topics covered:

  • Demand capture marketing (capturing existing intent) vs demand generation (creating future intent)
  • Why “Meta doesn’t work” and “LinkedIn doesn’t work” is often a measurement problem — not a channel problem
  • How to report performance using blended metrics (blended CAC, blended CPL, pipeline and revenue) instead of siloed channel reporting
  • Why demand gen requires time, trust, and stakeholder education, especially in high-consideration B2B
  • The role of leading indicators vs lagging indicators (engagement, dwell time, audience penetration, site behaviour, account-level intent signals)
  • How to improve measurement using UTM frameworks (first-touch, last-touch, conversion-touch), self-reported attribution (SRA), CRM notes, call transcripts, and qualitative data
  • Why short runways and pressure for immediate ROI push teams into capture-only strategies — and why that approach plateaus

If you’re a founder, CMO, Head of Growth, or performance marketer trying to scale pipeline while reducing CAC, this conversation will help you build a smarter omnichannel B2B growth strategy — one that reflects how buyers research, evaluate, and choose vendors today.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

Mayfair Media Group: https://www.mayfair-mediagroup.com/

]]>ab452286-cf24-446d-bb7e-b3bf92e86233Mon, 02 Mar 2026 10:18:28 GMT<p>In this episode of <b>Unqualified Leads</b>, Harry Hughes and Dan Hughes unpack the <i>real</i> difference between <b>demand capture vs demand generation</b>, and why most B2B marketing teams measure it the wrong way.</p><p></p><p>If your business is relying heavily on <b>Google Ads / paid search</b> to “prove” ROI, or you’re stuck in the cycle of switching budget between <b>LinkedIn Ads, Meta Ads and Google</b> based purely on in-platform CPA… this episode is for you. Harry and Dan explain why this approach often leads to short-sighted decisions, under-investment in brand, and an over-reliance on last-click attribution that doesn’t reflect how modern B2B buyers actually behave.</p><p></p><p>They break down the common <b>attribution trap</b>: when Meta and LinkedIn generate awareness and intent, but Google “wins” the credit because it captures the final click. You’ll learn why <b>B2B buying journeys are non-linear</b>, how channels influence each other, and why judging performance purely at a channel level can cause businesses to turn off the very campaigns that are improving results elsewhere.</p><p></p><p>Key topics covered:</p><p></p><ul><li><b>Demand capture marketing</b> (capturing existing intent) vs <b>demand generation</b> (creating future intent)</li><li>Why “Meta doesn’t work” and “LinkedIn doesn’t work” is often a measurement problem — not a channel problem</li><li>How to report performance using <b>blended metrics</b> (blended CAC, blended CPL, pipeline and revenue) instead of siloed channel reporting</li><li>Why demand gen requires <b>time, trust, and stakeholder education</b>, especially in high-consideration B2B</li><li>The role of <b>leading indicators vs lagging indicators</b> (engagement, dwell time, audience penetration, site behaviour, account-level intent signals)</li><li>How to improve measurement using <b>UTM frameworks (first-touch, last-touch, conversion-touch)</b>, <b>self-reported attribution (SRA)</b>, CRM notes, call transcripts, and qualitative data</li><li>Why short runways and pressure for immediate ROI push teams into capture-only strategies — and why that approach plateaus</li></ul><p></p><p></p><p>If you’re a founder, CMO, Head of Growth, or performance marketer trying to scale pipeline while reducing CAC, this conversation will help you build a smarter <b>omnichannel B2B growth strategy</b> — one that reflects how buyers research, evaluate, and choose vendors today.</p><p></p><p><b>Hosts:</b></p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p>Mayfair Media Group: <a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:52:12Demand Gen vs Demand Capture: Stop Measuring Channels in Silosfull<![CDATA[How to Fix Your Paid Ads Tracking: Server-Side, Enhanced Conversions & Offline Events]]>In this episode of Unqualified Leads, we break down why server-side tracking is now non-negotiable for paid media teams.

If you are still relying on pixel-only tracking, you are losing conversion data, weakening algorithm optimisation, and making your campaigns perform worse than they should.

We cover:

  • The difference between browser tracking and server-side tracking
  • How Conversion API works for Meta and LinkedIn
  • Why Enhanced Conversions in Google Ads matter
  • How to implement offline conversion tracking from your CRM
  • How to use value-based bidding with SQL and revenue data
  • What to check inside Meta Events Manager
  • Workarounds for restricted industries like finance and medical

This episode is a practical breakdown of how to build a proper tracking foundation so your ad platforms receive cleaner data, optimise more effectively, and improve overall efficiency.

If you run paid ads and have not audited your server-side setup, this is essential listening.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>82036145-d454-483e-be8e-ed428c147340Mon, 16 Feb 2026 09:30:00 GMT<p>In this episode of <i>Unqualified Leads</i>, we break down why server-side tracking is now non-negotiable for paid media teams.</p><p></p><p>If you are still relying on pixel-only tracking, you are losing conversion data, weakening algorithm optimisation, and making your campaigns perform worse than they should.</p><p></p><p>We cover:</p><p></p><ul><li>The difference between browser tracking and server-side tracking</li><li>How Conversion API works for Meta and LinkedIn</li><li>Why Enhanced Conversions in Google Ads matter</li><li>How to implement offline conversion tracking from your CRM</li><li>How to use value-based bidding with SQL and revenue data</li><li>What to check inside Meta Events Manager</li><li>Workarounds for restricted industries like finance and medical</li></ul><p></p><p></p><p>This episode is a practical breakdown of how to build a proper tracking foundation so your ad platforms receive cleaner data, optimise more effectively, and improve overall efficiency.</p><p></p><p>If you run paid ads and have not audited your server-side setup, this is essential listening.</p><p></p><p>Hosts:</p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:32:09How to Fix Your Paid Ads Tracking: Server-Side, Enhanced Conversions & Offline Eventsfull<![CDATA[B2C Lead Gen: How to Improve Lead Quality and Protect Sales Time]]>In this episode of Unqualified Leads, we break down why chasing lead volume in B2C often creates more problems than growth.

We dig into how high lead volume quietly destroys sales efficiency, where poor qualification actually happens inside the funnel, and how marketers can take responsibility for protecting sales time rather than overwhelming it.

You’ll learn how to diagnose lead quality issues using real funnel metrics, how to pre qualify leads through creative, forms, and landing pages, and how to design systems that filter intent before leads ever reach sales. We also cover practical tactics like pricing callouts, exclusion based messaging, instant forms, conditional logic, WhatsApp flows, and landing page structure that actually improves close rates.

This episode is for B2C teams who want fewer wasted calls, better conversations, and a funnel that prioritises quality over noise.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>ad4370f8-45e2-4791-ad44-0bac8639d9d1Mon, 09 Feb 2026 08:00:00 GMT<p>In this episode of <i>Unqualified Leads</i>, we break down why chasing lead volume in B2C often creates more problems than growth.</p><p></p><p>We dig into how high lead volume quietly destroys sales efficiency, where poor qualification actually happens inside the funnel, and how marketers can take responsibility for protecting sales time rather than overwhelming it.</p><p></p><p>You’ll learn how to diagnose lead quality issues using real funnel metrics, how to pre qualify leads through creative, forms, and landing pages, and how to design systems that filter intent before leads ever reach sales. We also cover practical tactics like pricing callouts, exclusion based messaging, instant forms, conditional logic, WhatsApp flows, and landing page structure that actually improves close rates.</p><p></p><p>This episode is for B2C teams who want fewer wasted calls, better conversations, and a funnel that prioritises quality over noise.</p><p></p><p>Hosts:</p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:45:22B2C Lead Gen: How to Improve Lead Quality and Protect Sales Timefull<![CDATA[How We Built £400k Pipeline in 4 Months With No Paid Media History]]>In this episode of Unqualified Leads, we switch things up and walk through a real client case study: a B2B Company doing £10-20m ARR, operating globally, but with one major catch: they had never run paid media before.

We break down how we approached a zero-history ad account, how we handled multiple products with multiple ICPs across broad geographies, and why we deliberately went broader than we normally would in the early stages to learn what the market responded to.

You will hear the exact plays that moved the needle, including the measurement foundations, how we tracked a large number of conversion actions without losing clarity, and howwebsite conversion campaigns underperformed, while LinkedIn Instant Forms consistently delivered for webinars, gated agendas, and document ads.

We also cover how events fit into the funnel, how employee thought leader content was turned into high-intent SQL demand, and how retargeting with LinkedIn message ads helped book meetings in specific verticals. Finally, we share the simple paid search structure used to capture existing demand/

The result: just under £400,000 in pipeline generated in four months, starting from scratch and on relatively low spend, with a strategy tailored to how this market actually buys.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>f07aa3f9-9233-419f-9398-2726db3463bfMon, 02 Feb 2026 09:00:00 GMT<p>In this episode of <b>Unqualified Leads</b>, we switch things up and walk through a real client case study: a B2B Company doing £10-20m ARR, operating globally, but with one major catch: <b>they had never run paid media before</b>.</p><p></p><p>We break down how we approached a zero-history ad account, how we handled multiple products with multiple ICPs across broad geographies, and why we deliberately went broader than we normally would in the early stages to learn what the market responded to.</p><p></p><p>You will hear the exact plays that moved the needle, including the measurement foundations, how we tracked a large number of conversion actions without losing clarity, and how<b>website conversion campaigns underperformed, while LinkedIn Instant Forms consistently delivered</b> for webinars, gated agendas, and document ads.</p><p></p><p>We also cover how events fit into the funnel, how employee thought leader content was turned into high-intent SQL demand, and how retargeting with LinkedIn message ads helped book meetings in specific verticals. Finally, we share the simple paid search structure used to capture existing demand/</p><p></p><p>The result: <b>just under £400,000 in pipeline generated in four months</b>, starting from scratch and on relatively low spend, with a strategy tailored to how this market actually buys.</p><p></p><p>Hosts:</p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:41:17How We Built £400k Pipeline in 4 Months With No Paid Media Historyfull<![CDATA[How to Execute ABM in 2026: LinkedIn, Content, Ads, and Account Warm-Up]]>In this episode of Unqualified Leads, we continue the ABM series with ABM Part 2, focusing on what happens after you have built the foundations. This episode is about execution and how to turn target accounts into real conversations.

We break down how to warm up priority accounts using LinkedIn as a strategic channel, not just a place to post. You will learn how consistent value-led content and thoughtful engagement builds familiarity, credibility, and relevance across buying committees, so outbound does not feel like a cold interruption. We also cover the importance of optimising personal profiles as the first landing page, how to use stakeholder mapping and account dossiers for one-to-one and one-to-few plays, and what early success signals to track, including profile views, site activity from target accounts, and engagement patterns.

Finally, we discuss where paid fits into ABM and what it is actually for. Paid ads in ABM are there to reinforce narrative and credibility, support multithreading, and keep you top of mind, not to force direct conversions. We also share practical guardrails, including keeping messaging consistent and excluding ABM accounts from generic demand campaigns.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>ce9d54f5-6d0b-4530-97b5-39842a1f0f20Mon, 19 Jan 2026 11:52:13 GMT<p>In this episode of <b>Unqualified Leads</b>, we continue the ABM series with <b>ABM Part 2</b>, focusing on what happens after you have built the foundations. This episode is about <b>execution</b> and how to turn target accounts into real conversations.</p><p></p><p>We break down how to warm up priority accounts using <b>LinkedIn as a strategic channel</b>, not just a place to post. You will learn how consistent value-led content and thoughtful engagement builds familiarity, credibility, and relevance across buying committees, so outbound does not feel like a cold interruption. We also cover the importance of optimising personal profiles as the first landing page, how to use stakeholder mapping and account dossiers for one-to-one and one-to-few plays, and what early success signals to track, including profile views, site activity from target accounts, and engagement patterns.</p><p></p><p>Finally, we discuss where paid fits into ABM and what it is actually for. Paid ads in ABM are there to reinforce narrative and credibility, support multithreading, and keep you top of mind, not to force direct conversions. We also share practical guardrails, including keeping messaging consistent and excluding ABM accounts from generic demand campaigns.</p><p></p><p>Hosts:</p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:45:20How to Execute ABM in 2026: LinkedIn, Content, Ads, and Account Warm-Upfull<![CDATA[ABM in 2026: What It Is, What It Isn’t, and How to Build Target Account Lists]]>In this episode of Unqualified Leads, we kick off a 2026 ABM series by getting brutally clear on what ABM actually is and what it definitely isn’t. ABM isn’t “targeted LinkedIn ads to a list” or “personalised outbound at scale”. It’s a company-wide revenue system where accounts (not leads) are the unit of planning, execution, and measurement, and success is defined by account-level pipeline.

We cover why ABM is becoming more important as B2B buying committees grow, sales cycles lengthen, and lead-based systems break down. Then we go deep on the most important part of ABM: building your target account lists. You’ll learn how to define a strict ICP gate (built to exclude, not include), how to structure tiers (one-to-many, one-to-few, one-to-one), and how to score accounts across firmographic fit, technographic fit, contextual triggers, and commercial viability, plus the hard-stop exclusion rules that prevent wasted sales capacity.

We also touch on governance: why ABM fails without sales and marketing alignment, how to avoid pet accounts ruining the list, and why a clean CRM account structure is non-negotiable. This is the foundation episode. Next we’ll get into the marketing execution: paid and organic plays, sequencing, retargeting, outbound integration, and how to orchestrate ABM across channels.

Hosts:

Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>47aa8eaa-abcb-4d2f-bc19-c54c6456eee7Sat, 10 Jan 2026 00:10:37 GMT<p>In this episode of <b>Unqualified Leads</b>, we kick off a 2026 ABM series by getting brutally clear on <b>what ABM actually is</b> and what it <b>definitely isn’t</b>. ABM isn’t “targeted LinkedIn ads to a list” or “personalised outbound at scale”. It’s a <b>company-wide revenue system</b> where <b>accounts (not leads)</b> are the unit of planning, execution, and measurement, and success is defined by <b>account-level pipeline</b>.</p><p></p><p>We cover why ABM is becoming more important as B2B buying committees grow, sales cycles lengthen, and lead-based systems break down. Then we go deep on the most important part of ABM: <b>building your target account lists</b>. You’ll learn how to define a strict ICP gate (built to exclude, not include), how to structure tiers (one-to-many, one-to-few, one-to-one), and how to score accounts across firmographic fit, technographic fit, contextual triggers, and commercial viability, plus the hard-stop exclusion rules that prevent wasted sales capacity.</p><p></p><p>We also touch on governance: why ABM fails without sales and marketing alignment, how to avoid pet accounts ruining the list, and why a clean CRM account structure is non-negotiable. This is the foundation episode. Next we’ll get into the marketing execution: paid and organic plays, sequencing, retargeting, outbound integration, and how to orchestrate ABM across channels.</p><p></p><p><b>Hosts:</b></p><p>Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:46:29ABM in 2026: What It Is, What It Isn’t, and How to Build Target Account Listsfull<![CDATA[Incrementality Testing in B2B: How to Measure True Marketing Impact]]>In this episode of Unqualified Leads, we break down incrementality testing — what it is, how it works, and when B2B teams should (and shouldn’t) use it. While attribution shows where conversions come from, it often fails to show what actually caused them. Incrementality testing fills that gap by measuring true cause and effect.

We explain the core differences between attribution, incrementality testing, and marketing mix models, and why correlation alone can lead to poor budget decisions. You’ll learn how control groups and holdouts work, what sample size and spend levels are required, and why timing and organisational buy-in matter just as much as the data itself.

We also cover real-world scenarios where incrementality testing becomes essential — rising CAC, overlapping channels, brand and retargeting over-credit, and leadership pressure to justify spend. Finally, we outline the practical prerequisites, common pitfalls, and how modern teams can run incrementality tests without massive data science resources.

If you’re making high-stakes marketing decisions and want confidence that your spend is truly driving incremental revenue, this episode is essential listening.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>51ce2ac0-7916-448d-baf6-d7b411c98904Thu, 18 Dec 2025 02:06:27 GMT<p>In this episode of <i>Unqualified Leads</i>, we break down <b>incrementality testing</b> — what it is, how it works, and when B2B teams should (and shouldn’t) use it. While attribution shows <i>where</i> conversions come from, it often fails to show <i>what actually caused them</i>. Incrementality testing fills that gap by measuring true cause and effect.</p><p></p><p>We explain the core differences between attribution, incrementality testing, and marketing mix models, and why correlation alone can lead to poor budget decisions. You’ll learn how control groups and holdouts work, what sample size and spend levels are required, and why timing and organisational buy-in matter just as much as the data itself.</p><p></p><p>We also cover real-world scenarios where incrementality testing becomes essential — rising CAC, overlapping channels, brand and retargeting over-credit, and leadership pressure to justify spend. Finally, we outline the practical prerequisites, common pitfalls, and how modern teams can run incrementality tests without massive data science resources.</p><p></p><p>If you’re making high-stakes marketing decisions and want confidence that your spend is truly driving incremental revenue, this episode is essential listening.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank"><b>https://www.linkedin.com/in/dan-h-771904141/</b></a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank"><b>https://www.linkedin.com/in/harry-hughes-6409b163/</b></a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank"><b>https://www.mayfair-mediagroup.com/</b></a></p>no00:36:32Incrementality Testing in B2B: How to Measure True Marketing Impactfull<![CDATA[The Attribution Trap: Why B2B Marketers Misread the Data]]>In this episode of Unqualified Leads, we break down a problem almost every B2B team faces but rarely talks about: the attribution trap. It’s the illusion of accuracy that convinces marketers that the numbers in their dashboards are absolute truth — when in reality, they only reflect the tiny slice of activity that’s actually measurable.

We explore why attribution over-credits bottom-of-funnel channels, under-credits everything that happens upstream, and leads marketers to double-down on what looks good in reports rather than what genuinely drives demand. From boards demanding predictable revenue to the comfort of clean charts over messy reality, we dig into the human bias that pushes teams toward false precision.

You’ll hear real examples of how over-relying on last-click, platform data, or even sophisticated attribution tools can distort decisions, starve top-of-funnel programs, and ultimately damage long-term growth. We also discuss why dark social, brand, and organic efforts rarely show up in attribution — and how that creates systemic underinvestment in the areas that actually move the needle.

If you want to understand the limits of attribution, where it misleads, and how to make smarter, more holistic decisions, this episode is essential listening.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>80b40ee2-4311-4648-a4e5-75f6c81e3f7fMon, 01 Dec 2025 12:38:47 GMT<p>In this episode of <i>Unqualified Leads</i>, we break down a problem almost every B2B team faces but rarely talks about: <b>the attribution trap</b>. It’s the illusion of accuracy that convinces marketers that the numbers in their dashboards are absolute truth — when in reality, they only reflect the tiny slice of activity that’s actually measurable.</p><p></p><p>We explore why attribution over-credits bottom-of-funnel channels, under-credits everything that happens upstream, and leads marketers to double-down on what looks good in reports rather than what genuinely drives demand. From boards demanding predictable revenue to the comfort of clean charts over messy reality, we dig into the human bias that pushes teams toward false precision.</p><p></p><p>You’ll hear real examples of how over-relying on last-click, platform data, or even sophisticated attribution tools can distort decisions, starve top-of-funnel programs, and ultimately damage long-term growth. We also discuss why dark social, brand, and organic efforts rarely show up in attribution — and how that creates systemic underinvestment in the areas that actually move the needle.</p><p></p><p>If you want to understand the limits of attribution, where it misleads, and how to make smarter, more holistic decisions, this episode is essential listening.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:41:49The Attribution Trap: Why B2B Marketers Misread the Datafull<![CDATA[The Power of Organic Social For B2B Marketing]]>In this episode of Unqualified Leads, we unpack how to make organic social a core part of your go-to-market strategy, not an afterthought. We break down why most B2B brands neglect organic, how buyer behaviour has shifted, and why consistent content across LinkedIn (and, where relevant, YouTube, TikTok, and Meta) is now essential for awareness, trust, and authority.

We Break Down:

  • Why organic social is one of the most underused yet powerful GTM levers in B2B
  • How consistent posting builds credibility, creates compounding reach, and lowers dependency on paid spend
  • Why employee-led content outperforms company pages, and how to empower your team to post with confidence
  • How to optimise personal and company profiles for visibility and trust
  • The “Organic-to-Paid Flywheel” - using high-performing organic posts to guide and fuel your paid campaigns

Packed with real-world examples and practical takeaways, this episode shows how to build a scalable, trust-led content engine that strengthens brand visibility, improves pipeline quality, and amplifies every other marketing channel you run.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>1e1530c4-c6eb-406d-ab00-f9cb6e226375Mon, 10 Nov 2025 12:00:47 GMT<p>In this episode of Unqualified Leads, we unpack how to make organic social a core part of your go-to-market strategy, not an afterthought. We break down why most B2B brands neglect organic, how buyer behaviour has shifted, and why consistent content across LinkedIn (and, where relevant, YouTube, TikTok, and Meta) is now essential for awareness, trust, and authority.</p><p></p><p>We Break Down:</p><p></p><ul><li>Why organic social is one of the most underused yet powerful GTM levers in B2B</li><li>How consistent posting builds credibility, creates compounding reach, and lowers dependency on paid spend</li><li>Why employee-led content outperforms company pages, and how to empower your team to post with confidence</li><li>How to optimise personal and company profiles for visibility and trust</li><li>The “Organic-to-Paid Flywheel” - using high-performing organic posts to guide and fuel your paid campaigns</li></ul><p></p><p></p><p>Packed with real-world examples and practical takeaways, this episode shows how to build a scalable, trust-led content engine that strengthens brand visibility, improves pipeline quality, and amplifies every other marketing channel you run.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:54:52The Power of Organic Social For B2B Marketingfull<![CDATA[Building an Attribution Engine: The Complete UTM Playbook for B2B]]>A practical deep dive into UTM parameters and attribution that actually works. Learn how to implement session-based UTM tracking, set up hidden fields and workflows for first/last touch, backfill legacy records, and standardise UTMs and naming conventions across LinkedIn, Meta, and Google Ads.

We show how to map UTMs from contacts to deals, build useful CRM dashboards, and pair machine-reported data with self-reported attribution to capture dark social. Including a real example where SRA revealed paid social as the true driver behind “organic/direct” deals.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>ccbbc249-fc9c-4541-b0d5-4e840cef3d83Sat, 11 Oct 2025 01:00:00 GMT<p>A practical deep dive into UTM parameters and attribution that actually works. Learn how to implement <b>session-based UTM tracking</b>, set up <b>hidden fields</b> and workflows for <b>first/last touch</b>, backfill legacy records, and <b>standardise UTMs</b> and naming conventions across LinkedIn, Meta, and Google Ads.</p><p></p><p>We show how to map UTMs from <b>contacts to deals</b>, build useful CRM dashboards, and pair <b>machine-reported</b> data with <b>self-reported attribution</b> to capture dark social. Including a real example where SRA revealed paid social as the true driver behind “organic/direct” deals.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:39:02Building an Attribution Engine: The Complete UTM Playbook for B2Bfull<![CDATA[Meta Ads for B2B - Part 3: Testing Frameworks, Custom Metrics & Tracking (2025 Playbook)]]>Part 3 of the Meta series dives into the hands-on playbook for profitable B2B and high-ticket B2C lead gen on Meta. We break down how to structure creative tests (ABO vs CBO vs cost caps), what to test (angles, hooks, thumbnails, formats), and exactly how to graduate winners into evergreen without losing social proof.

You’ll learn the must-track metrics inside Ads Manager and beyond—custom hook rate, hold rate, landing page view rate, link CTR, frequency controls—plus off-platform quality checks in GA4 (engagement rate, key event rate) and how to calculate the “go-to-Google” rate to see dark search lift from paid social.

We also cover conversion tracking: consistent UTM standards, Pixel + Conversions API (CAPI) with proper deduping, real-time event enrichment, and offline conversions (meetings, SQOs, revenue) to train the algorithm on outcomes that matter. Rounding it out: using post IDs to carry over engagement, daily community management to protect CTR, and Partnership (whitelisting) ads with creators/industry voices to boost trust and performance.

If you’re ready to turn Meta into a predictable pipeline channel in 2025, this episode gives you the frameworks, metrics, and tracking setup to do it.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>d6da6fef-241f-4268-9d61-a1e88ef2d782Sat, 04 Oct 2025 03:38:45 GMT<p>Part 3 of the Meta series dives into the hands-on playbook for profitable B2B and high-ticket B2C lead gen on Meta. We break down how to structure creative tests (ABO vs CBO vs cost caps), what to test (angles, hooks, thumbnails, formats), and exactly how to graduate winners into evergreen without losing social proof.</p><p></p><p>You’ll learn the must-track metrics inside Ads Manager and beyond—custom <b>hook rate</b>, <b>hold rate</b>, <b>landing page view rate</b>, <b>link CTR</b>, frequency controls—plus off-platform quality checks in GA4 (engagement rate, key event rate) and how to calculate the <b>“go-to-Google” rate</b> to see dark search lift from paid social.</p><p></p><p>We also cover conversion tracking: consistent <b>UTM</b> standards, <b>Pixel + Conversions API (CAPI)</b> with proper deduping, real-time event enrichment, and <b>offline conversions</b> (meetings, SQOs, revenue) to train the algorithm on outcomes that matter. Rounding it out: using <b>post IDs</b> to carry over engagement, daily <b>community management</b> to protect CTR, and <b>Partnership (whitelisting) ads</b> with creators/industry voices to boost trust and performance.</p><p></p><p>If you’re ready to turn Meta into a predictable pipeline channel in 2025, this episode gives you the frameworks, metrics, and tracking setup to do it.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:37:58Meta Ads for B2B - Part 3: Testing Frameworks, Custom Metrics & Tracking (2025 Playbook)full<![CDATA[Meta Ads for B2B - Part 2: Campaign Objectives, Budget Strategy & Account Structure ]]>In Part 2 of our Meta Ads deep dive, we go beyond audience targeting and creative placements to break down the nuts and bolts of running high-performing campaigns in 2025.

We cover:

  • Campaign Objectives: awareness, traffic, engagement, leads, app promotion, sales, and when each actually makes sense
  • Prospecting vs Retargeting: budget split best practices and how to stay flexible with smaller post-iOS14 pools
  • Budget settings: CBO vs ABO, when to let Meta’s algorithm optimise spend and when to keep tighter control
  • Account structure: why consolidation beats over-segmentation, when to split campaigns, and how to keep accounts clean
  • Ad set logic: testing audiences vs creatives, emotional triggers, hooks, pain points and formats
  • Naming conventions: why a consistent taxonomy matters for scaling, reporting and CRM integration

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>c83154b3-0702-4627-9680-ba7c03d0bebbSun, 28 Sep 2025 01:57:00 GMT<p>In Part 2 of our Meta Ads deep dive, we go beyond audience targeting and creative placements to break down the <b>nuts and bolts of running high-performing campaigns in 2025</b>.</p><p></p><p>We cover:</p><p></p><ul><li><b>Campaign Objectives</b>: awareness, traffic, engagement, leads, app promotion, sales, and when each actually makes sense</li><li><b>Prospecting vs Retargeting</b>: budget split best practices and how to stay flexible with smaller post-iOS14 pools</li><li><b>Budget settings</b>: CBO vs ABO, when to let Meta’s algorithm optimise spend and when to keep tighter control</li><li><b>Account structure</b>: why consolidation beats over-segmentation, when to split campaigns, and how to keep accounts clean</li><li><b>Ad set logic</b>: testing audiences vs creatives, emotional triggers, hooks, pain points and formats</li><li><b>Naming conventions</b>: why a consistent taxonomy matters for scaling, reporting and CRM integration</li></ul><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p><p></p>no00:58:11Meta Ads for B2B - Part 2: Campaign Objectives, Budget Strategy & Account Structure full<![CDATA[Episode 003 - Demand Generation vs Demand Capture: How to Balance Your Marketing Strategy]]>In this episode of Unqualified Leads, we go deeper into why B2B marketing can’t just be about chasing MQLs and capturing demand. Backed by fresh studies from Forrester, Bain, Google, 6sense and Green Hat, we break down how today’s buyers behave: 70%+ of the journey is complete before they ever speak to sales, and most already have a shortlist of three vendors in mind.

We talk through what this shift means for marketing strategy, budget splits and campaign choices. We explore why demand capture alone (Google Ads, lead gen forms, gated ebooks) caps growth, and why demand generation, brand storytelling, founder-led content, educating before the search, is now the lever that creates scalable pipeline.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>6c6e0b0a-ec3f-4e6c-91f2-a2ce33b00c30Sat, 13 Sep 2025 06:59:13 GMT<p>In this episode of <i>Unqualified Leads</i>, we go deeper into why B2B marketing can’t just be about chasing MQLs and capturing demand. Backed by fresh studies from Forrester, Bain, Google, 6sense and Green Hat, we break down how today’s buyers behave: 70%+ of the journey is complete before they ever speak to sales, and most already have a shortlist of three vendors in mind.</p><p></p><p>We talk through what this shift means for marketing strategy, budget splits and campaign choices. We explore why demand capture alone (Google Ads, lead gen forms, gated ebooks) caps growth, and why demand generation, brand storytelling, founder-led content, educating before the search, is now the lever that creates scalable pipeline.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:40:073Episode 003 - Demand Generation vs Demand Capture: How to Balance Your Marketing Strategyfull<![CDATA[Episode 002 - Why the MQL Waterfall is Dead]]>In this episode of Unqualified Leads, we explain why we’ve stopped chasing MQL volume and how we’re shifting to a modern revenue playbook. We walk through where MQL → SQL made sense, why it breaks in 2025, and what we’re doing instead: ungated education, demand creation, and measurement that reflects how people actually buy.

We talk dark social, self-serve research, brand vs demand capture, and how we align with sales around SQLs, pipeline and Closed Won.

We share practical ways we track progress, share of search, engagement signals, self-reported attribution, and how we bring stakeholders with us during the transition.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>966e96f9-6ffa-44a6-9bb5-0fed6f9858a6Sun, 07 Sep 2025 02:08:25 GMT<p>In this episode of <i>Unqualified Leads</i>, we explain why we’ve stopped chasing MQL volume and how we’re shifting to a modern revenue playbook. We walk through where MQL → SQL made sense, why it breaks in 2025, and what we’re doing instead: ungated education, demand creation, and measurement that reflects how people actually buy.</p><p></p><p>We talk dark social, self-serve research, brand vs demand capture, and how we align with sales around SQLs, pipeline and Closed Won.</p><p></p><p>We share practical ways we track progress, share of search, engagement signals, self-reported attribution, and how we bring stakeholders with us during the transition.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no01:00:092Episode 002 - Why the MQL Waterfall is Deadfull<![CDATA[Episode 001 - An Introduction To Our Take On Lead Gen Marketing]]>Episode 001 is our origin story. We’re Harry and Daniel Hughes, two brothers from London who’ve spent the last decade deep in the world of lead generation, paid media and demand creation. From bootstrapping our first marketplace startup to running multi-million-pound campaigns across B2B and D2C, we’ve seen both the highs and the hard lessons of performance marketing.

This episode sets the stage for Unqualified Leads. We share why we’ve launched the podcast, the gaps we see in today’s marketing conversations, and what listeners can expect as the series unfolds. You’ll hear the differences in how we approach growth, one of us leaning towards the creative and branding side, the other obsessed with data, operations and clean attribution, and how those perspectives combine to shape how we run campaigns today.

But more importantly, we outline what this show is really about: cutting through the noise and replacing buzzwords with practical, real-world experience. No gatekeeping, no theory for theory’s sake. Just transparent discussions about what works, what doesn’t, and how to move from “leads” to actual revenue.

If you’re a founder, marketer or agency leader tired of cookie-cutter playbooks and generic advice, this is the starting point. Welcome to Unqualified Leads.

Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/

Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/

https://www.mayfair-mediagroup.com/

]]>1a083748-feb6-4a7f-875d-27a5ca8e8896Sat, 30 Aug 2025 01:23:59 GMT<p>Episode 001 is our origin story. We’re Harry and Daniel Hughes, two brothers from London who’ve spent the last decade deep in the world of lead generation, paid media and demand creation. From bootstrapping our first marketplace startup to running multi-million-pound campaigns across B2B and D2C, we’ve seen both the highs and the hard lessons of performance marketing.</p><p></p><p>This episode sets the stage for <i>Unqualified Leads</i>. We share why we’ve launched the podcast, the gaps we see in today’s marketing conversations, and what listeners can expect as the series unfolds. You’ll hear the differences in how we approach growth, one of us leaning towards the creative and branding side, the other obsessed with data, operations and clean attribution, and how those perspectives combine to shape how we run campaigns today.</p><p></p><p>But more importantly, we outline what this show is really about: cutting through the noise and replacing buzzwords with practical, real-world experience. No gatekeeping, no theory for theory’s sake. Just transparent discussions about what works, what doesn’t, and how to move from “leads” to actual revenue.</p><p></p><p>If you’re a founder, marketer or agency leader tired of cookie-cutter playbooks and generic advice, this is the starting point. Welcome to <i>Unqualified Leads</i>.</p><p></p><p>Hosts:<br />Daniel Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dan-h-771904141/" target="_blank">https://www.linkedin.com/in/dan-h-771904141/</a></p><p>Harry Hughes: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/harry-hughes-6409b163/" target="_blank">https://www.linkedin.com/in/harry-hughes-6409b163/</a></p><p></p><p><a rel="noopener noreferrer nofollow" href="https://www.mayfair-mediagroup.com/" target="_blank">https://www.mayfair-mediagroup.com/</a></p>no00:41:221Episode 001 - An Introduction To Our Take On Lead Gen Marketingfull