Insights
AI Search and the Dark Funnel: What Generative Search Does to B2B Demand Generation
AI Search and the Dark Funnel: What Generative Search Does to B2B Demand Generation When the buyer's research happens inside an AI conversation, the dark funnel deepens — and the signals most demand generation models rely on disappear. Here's what changes, and what the discipline of GEO has to do
Introducing the Revenue Motion Framework™
Introducing the Revenue Motion Framework™ The Revenue Motion Framework™ is a five-phase operating system for enterprise B2B demand generation, developed by Roel Haanappel and used at MatterMore. Its phases are Align, Sense, Orchestrate, Convert, and Optimize. They run as a continuous motion rather than a funnel — each phase feeds
How Enterprise Buying Actually Works
How Enterprise Buying Actually Works In enterprise B2B, buyers do not move as individuals. They move as buying groups — typically 10–20 stakeholders across IT, finance, procurement, security, and the line of business — and most of the buying journey happens invisibly, through peer conversations, AI search, anonymous research, and
Why Most B2B Demand Generation Fails
Why Most B2B Demand Generation Fails Most B2B demand generation does not fail because of bad tools, weak campaigns, or under-resourced teams. It fails because marketing operates from the wrong position — not equal to sales, not leading the conversation, but reacting to it. Sales asks for leads. Marketing delivers
AI in B2B Demand Generation: Personalisation, Reframed
AI in B2B Demand Generation: Personalisation, Reframed Most B2B teams talk about AI as if it were a strategy. It isn't. AI is intelligence — the capacity to analyse patterns, predict, and generate. It belongs underneath your operating model, not on top of it. Here's what that changes. The 'AI
The 3 Biggest Wins in B2B Demand Generation today
B2B demand generation is the process of identifying, attracting, and engaging potential customers for a business's products or services. It's a critical aspect of the sales process, and the ability to effectively generate demand can make or break a business. In today's digital age, there are a variety of techniques
When ABM results are lacking
Account Based Marketing (ABM) is the talk of the town in B2B marketing. And not without reason, when done properly, it contributes to success in many different ways. But first… what’s ABM? (Gartner) ABM is a go-to-market strategy targeting certain accounts with a synchronized, continuous set of marketing and sales