In this episode, host Michael Bernzweig sits down with Dan Charles, founder of Codarity, to unpack why so many B2B agencies and event businesses stay stuck in feast‑or‑famine mode. Dan explains how most teams only market to the 5% of buyers who are actively searching while ignoring the 95% who are quietly forming their shortlists months in advance. He walks through how to map category entry points, stay always‑on in front of future buyers, and build an evergreen demand engine so you become the inevitable first call when budgets and timelines finally open up.

Key Topics:

• The myth of active buyers and the reality of passive market demand
• Understanding the 95% passive market and the 5% active market
• The pitfalls of reactive marketing and the importance of consistent branding
• How to maintain top-of-mind awareness and avoid being commoditized
• The difference between capturing demand and creating demand
• The role of Category Entry Points (CEPs) in pre-purchase positioning
• Strategies for aligning with buyer triggers and maintaining visibility
• Leveraging data and AI for effective market research and CEP development
• Building a consistent marketing approach to smooth out revenue and increase profitability

Timestamps:

• 00:05 - Introduction by Michael Bernzweig
• 00:45 - Dan Charles on becoming inevitable in your market
• 03:07 - The importance of being remembered by prospects
• 05:17 - The dangers of pausing marketing efforts
• 06:59 - Capturing vs. creating demand
• 09:11 - Using CEPs to align with buyer triggers
• 11:40 - Applying demand creation strategies across industries
• 13:47 - Q&A session introduction

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