Most B2B businesses are unknowingly marketing for their competitors. They invest in content that educates the market, builds awareness of a problem, and creates real demand, then watch the majority of that demand flow straight to the category leaders already occupying the most mindshare. This is the duplication of purchase law in action, and it's costing businesses far more budget than they realise.
In this episode, Dan and Amanda break down why this happens and what to do about it. They explore the trap of leading with the problem rather than your answer to it, how to define a value proposition that is genuinely yours rather than the sum of your parts, and why partner marketing amplifies this risk more than almost any other channel. They also dig into category-aware versus category-unaware audiences, the role of authentic personal brand in cutting through, and why clarity of positioning is the single biggest unlock for most B2B teams.
Essential listening for any marketer or business leader who suspects their campaigns are doing more for the competition than for their own pipeline.
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