About this episode

Matt and Liam discuss the shortcomings of traditional B2B promotion tactics and explore what constitutes a genuine offer based on customer understanding.

Marketers own promotion — but most B2B promotion is just coercion dressed up as demand gen. Matt and Liam unpack why the standard playbook of fear messaging, demo CTAs, and incentivized meetings fails, and what a real offer actually looks like when it's built from genuine customer understanding. One of the most practically useful conversations on B2B advertising and offer design you'll find. Keywords: B2B offer design, demand generation, performance marketing, B2B advertising, outbound, demo offers, buyer psychology, SaaS marketing

Topics covered

• B2B promotion
• offer design
• demand generation
• buyer psychology
• performance marketing

Keywords

• B2B offer design
• demand generation
• performance marketing
• B2B advertising
• buyer psychology
• SaaS marketing

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• Is GEO actually a distribution strategy? A skeptic's take on place in B2B SaaS (feat. Liam Moroney) · June 16, 2026 · 8 min

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