Matt DeLauro, President, GTM at SEON, joined me to talk about how fraud prevention companies build demand before a buyer has an urgent problem.

SEON sells into a market where timing matters. A fraud attack, regulatory pressure, funding round, or global expansion can turn risk into an immediate priority. Matt walked through how his team stays visible before that moment by focusing on customer outcomes, proof, education, and the specific business risks buyers are already trying to control.

We also talked about why feature selling falls flat, how demos fit into a broader trust building motion, and why AI messaging only works when it is tied to real customer outcomes.