E142: Brand or Pipeline? What Really Drives B2B Growth
About this episode
The episode discusses the interplay between brand and pipeline in driving B2B growth.
It’s not about choosing brand or pipeline, it’s about understanding how they work together. From social listening and executive influence to ABM, buying groups, and revenue waterfalls, the debate between demand creation and demand capture is forcing B2B leaders to rethink how growth actually happens. In this episode of B2B Marketing Futures, senior demand and digital leaders explore where they focus today, how the balance shifts across regions and maturity levels, and how long-term brand initiatives ultimately connect to pipeline and revenue. Participants: • Kristina Thomas, Head of Social Media, S&P Global • Stacey Jaeger, Senior Demand Generation Manager, Protolabs • Jochen Karmazin, Senior Campaign Planner, Demand Generation, Siemens
More episodes of B2B Marketing Futures
- E151: Brand Demand vs. Buyer Intent
- E149: Is Brand The Last Thing Left?
- E148: Fit vs. Intent: What Really Drives B2B Growth?
- E147: Fixing the Pipeline Problem: How Marketing Can Unlock Growth
- E146: Demand Creation versus Demand Capture
- E145: Beyond Alignment: Building One Revenue Team
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