Demand Creation versus Demand Capture

Описание: In this episode of B2B Marketing Futures, we dig into one of the most enduring debates in modern B2B marketing: demand creation vs. demand capture. How do leading teams balance long-term brand building with short-term pipeline pressure? And how are shifting search behaviours, communities, and AI reshaping how demand is created, discovered, and converted?

Drawing on real-world experience across SaaS, cybersecurity, and developer-led growth, our panel explores how marketers can design strategies that work across the full funnel, without falling into the trap of over-optimising for immediate attribution.

This conversation offers a practical, experience-led look at brand investment, organic growth, community engagement, owned media, and the evolving role of AI in search, attribution, and buyer behaviour.

Participants:
• Amit Gupta — Senior Director, Marketing Operations, Fortanix
• Annie Quigley Roberts — Demand Generation Manager, ServiceNow
• Jakki Jakaj — Director of Growth & Digital Marketing Leader, dbt Labs
Chapters:
00:00 Demand creation vs. demand capture: framing the debate
01:56 How each leader defines demand creation and demand capture
06:45 Events as a bridge between creation and capture
09:29 Community-led growth and early-stage demand creation
11:26 Making the case for long-term brand investment
15:51 Organic growth, SEO, and compounding demand over time
18:09 AI, paid search, and changing buyer search behaviour
22:29 Community engagement, trust, and brand building
27:23 Reddit, dark social, and AI-driven content discovery
30:59 Owned media, FAQs, and content as demand engines
36:01 Segmentation, ABM, and managing growing databases
40:01 Engaging non-active contacts and widening account penetration
44:44 Key takeaways and closing reflections