E151: Brand Demand vs. Buyer Intent
From B2B Marketing Futures by Adzact
May 8, 2026 · 33 min · Season 2 · Episode 151
About this episode
A roundtable discussion on the balance between demand creation and demand capture in modern B2B marketing.
In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on the ongoing debate between demand creation and demand capture, and what the right balance looks like in modern B2B marketing. From long-term brand building and lifecycle marketing to paid media performance and pipeline generation, the conversation explores how leading marketers are navigating full-funnel growth strategies across increasingly complex buyer journeys. Drawing from real-world experience, the group shares insights on nurturing demand across platforms like LinkedIn, Google, Meta, and Reddit, balancing short-term performance goals with long-term brand investment, and aligning marketing efforts with measurable business outcomes such as revenue, pipeline, and customer lifetime value. Participants: • Kenna Rooney, Senior Performance Marketing Manager at EasyLlama • Amrit Kaur, Demand Generation Director at S&P Global • Will Cumming, Lifecycle Marketing Leader at Bynder • Jose Granados, Paid Media & Performance Marketing Manager at GoTo
People in this episode
Guests: Kenna Rooney, Amrit Kaur, Will Cumming, Jose Granados
Topics covered
- demand creation
- demand capture
- B2B marketing
- brand building
- lifecycle marketing
- full-funnel growth strategies
- buyer journeys
Keywords
- brand demand
- buyer intent
- pipeline generation
- paid media performance
- customer lifetime value
- short-term performance
- long-term brand investment
Mentioned in this episode
Organizations: EasyLlama, S&P Global, Bynder, GoTo, LinkedIn, Google, Meta, Reddit
More episodes of B2B Marketing Futures
- E155: What Actually Matters in B2B Marketing After AI · June 8, 2026 · 36 min
- E154: The end of B2B GTM as we know it · May 29, 2026 · 26 min
- E153: B2B GTM in the AI Era · May 20, 2026 · 32 min
- E152: Re-imagining Marketing with AI · May 14, 2026 · 42 min
- E150: Making LinkedIn Ads work for you · May 1, 2026 · 35 min
- E149: Is Brand The Last Thing Left? · April 27, 2026 · 37 min
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