Behind the Raise

The behind-the-scenes playbook for founders navigating private capital raises. From Reg A+ to Reg CF to Reg D, we share real strategies, real mistakes, and the frameworks that turn investors into believers.

Behind the Raise is a business podcast hosted by Martin Kocandrle, with 11 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Martin Kocandrle hosts Behind the Raise, a business show with 11 episodes published.

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  Episode #11

  The Future of Online Capital Raising

  Jul 14, 202644 minS1

  In this episode of Behind the Raise, Martin is joined by Tariq Esmail, VP of Sales at DealMaker, for a conversation on what is changing across private capital markets and online capital raising. Together, they explore how issuers can approach direct-to-investor fundraising, what separates successful raises from underperforming campaigns, and why owning your investor audience can become a long-term strategic advantage. Tariq also shares insights from the front lines at DealMaker, including the rise of self-hosted capital raises, the importance of issuer commitment, and where private markets may be heading next.

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  Episode #10

  Your Offer Isn't Converting. Is It The Marketing Or The Offer

  Jul 7, 202631 minS1

  Is your capital raise struggling because of the marketing, the offer, or the positioning? In this episode of Behind the Raise, Martin is joined by VirtualAd’s Brendan Manley to break down one of the biggest questions issuers face when conversions slow down: is the marketing not working, or is the offer itself not converting? They discuss how to diagnose performance across the funnel, from ad engagement and landing page conversion to booked meetings, investor follow-up, and bottom-of-funnel sales conversations. Brendan shares how issuers can use data to understand where investor interest is dropping off, why the first few weeks of a raise are so important, and how marketing benchmarks can help separate creative issues from deeper offer or positioning problems. From minimum investment strategy and pricing psychology to urgency, incentives, trust, testing, and the importance of validating positioning before scaling, this episode gives founders a practical framework for understanding what is really holding a raise back — and what can actually be fixed through marketing.

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  Episode #9

  Why People Invest: The Psychology Behind Retail Capital Decisions

  Jun 30, 202616 minS1

  Why do retail investors actually say yes? In this solo episode of Behind the Raise, Martin breaks down the psychology behind retail capital decisions and why successful raises need to speak to more than just the numbers. He explains the two major investor mindsets founders need to build for: emotionally led investors who connect with the mission first, and analytical investors who need the financial substance to confirm the opportunity. Martin walks through the three key stages of the investor journey — curiosity, trust, and conviction — and why the first 48 hours after someone enters your funnel are often the most important window for conversion. From pattern interrupts and founder trust to social proof, urgency, identity, and milestone-driven momentum, this episode gives founders a practical look at how retail investors move from initial interest to investment decision. If you’re planning a raise or currently in market, this episode is a reminder that investors are not all making the same kind of decision. The raises that win are built with both a compelling story and the substance to back it up.

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  Episode #8

  Marketing Automation In Capital Raising - Your MOFU Secret Weapon

  Jun 23, 202642 minS1

  What happens after an investor opts in, but before they actually invest? In this episode of Behind the Raise, Martin is joined by VirtualAd’s CRM and Automation Manager, Randy Jones, to break down the middle of funnel and why marketing automation is one of the most overlooked pieces of a successful capital raise. They discuss what MOFU actually means, how issuers can use automation to educate, nurture, and re-engage investors, and why founders need to think about the investor journey from the prospect’s point of view. Randy shares how email sequences, behavioral triggers, CRM systems, SMS, webinars, and investor follow-up flows can help move people from curiosity to confidence without rushing the sale. From choosing the right automation platform to avoiding overcomplicated funnels, improving deliverability, building investor referral sequences, and creating educational email courses, this episode gives issuers a practical look at how to turn middle-of-funnel attention into stronger investor relationships and more informed investment decisions.

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  Episode #7

  Building Investor Trust — Creative That Builds Credibility

  Jun 16, 202642 minS1

  What makes an investor ad actually stop the scroll and move someone further down the funnel? In this episode of Behind the Raise , Martin is joined by VirtualAd’s Head of Design, Danielle Fobert, to break down the design strategy and psychology behind creative that converts. They discuss why investor ads should not be treated like mini pitch decks, how the hook-story-offer framework helps structure high-performing creative, and why founders need to focus on curiosity, clarity, and emotional connection before overwhelming audiences with information. Danielle shares what she sees working across static ads and video, including bold numbers, pattern interrupts, founder-led content, strong opinions, simple messaging, and the power of using real faces to build trust. From “ugly ads” that perform to AI-assisted creative, founder videos, and the importance of testing one clear message at a time, this episode gives issuers a practical look at how to create investor-facing ads that earn attention and drive action.

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