Fran and Liam explore why the shift from lead gen to demand gen is nowsupernon-negotiable as buyer research moves into dark-funnel channels and AI/LLMs raise the bar for fresh, consensus-backed content. The session covered how to adapt - show up in feeds and communities, refresh SEO for the AI era, and run practical Q4 plays like a closed-lost reactivation program, anchor content distribution, segmented web journeys, and value-led offers.
