E125: Demand Creation vs Demand Capture in Modern B2B
Description
In this episode of B2B Marketing Futures, the conversation dives into the balance between demand creation and demand capture in B2B marketing. Our panel of marketing leaders share how they approach building long-term brand awareness while driving measurable results, revealing the strategies, trade-offs, and real-world challenges they face.
They discuss what’s working today in both brand-led plays and demand capture tactics, how regional and organizational factors shape their approach, and how they connect creative initiatives to pipeline growth. From influencer-led thought leadership to in-person events and precision ABM, this episode offers practical insights for marketers looking to optimize both sides of the demand equation.
Participants:
Adele van Eiszner – Digital Marketing Manager at Cognism
Anna Rangos – Co-founder of Grid House Studio, Former Paid Social Lead at Pluralsight
Judy Kimball – Senior Director at Consensus
Mariie Velez – Global Demand Generation and ABM Manager at Thales
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United States
