E146: Demand Creation versus Demand Capture

About this episode

This episode features a roundtable discussion on balancing demand creation and demand capture in B2B marketing.

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “Demand Creation versus Demand Capture”, exploring one of the most important balancing acts in modern B2B marketing: how to build long-term demand while still driving immediate pipeline. From evolving buyer behavior to the pressure of short-term performance, the discussion unpacks where teams focus their efforts today and how that balance shifts depending on market maturity, product awareness, and organizational goals. Drawing from real-world experience, the conversation also explores how marketers justify long-term demand creation in environments where attribution is complex and buying cycles are extended, and how alignment across teams plays a critical role in making both approaches work together. Participants: • Kathryn Thomas, Director EMEA Marketing at Box • Laura Troncoso, Senior Manager, Events Demand Generation at AVEVA

People in this episode

Guests: Kathryn Thomas, Laura Troncoso

Topics covered

• Demand Creation
• Demand Capture
• B2B Marketing
• Marketing Strategy
• Buyer Behavior
• Pipeline Management

Keywords

• demand creation
• demand capture
• B2B marketing
• buyer behavior
• pipeline
• marketing strategy
• organizational goals

Mentioned in this episode

Organizations: Box, AVEVA

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