Modernizing Your GTM Strategy: Demand Creation vs. Demand Capture -- with Chris Walker скачать в хорошем качестве

Modernizing Your GTM Strategy: Demand Creation vs. Demand Capture -- with Chris Walker

Demand capture vs. Demand creation – two of today's marketers' most critical focus areas. Demand creation (aka demand generation) is about driving awareness and interest in a product or service, while demand capture focuses on attracting and converting the roughly 5% of your target market actively looking for a solution. Familiar marketing frameworks – like the Predictable Revenue and Demand Waterfall – that once laid the groundwork for thousands of B2B SaaS companies' go-to-market strategies are now outdated and doing more harm than good.  Why? Because B2B buyers are much different in 2023 than in 2011 when these frameworks were published. In this episode of Closing Time, Insightly CMO Chip House welcomes Chris Walker of Refine Labs to take a trip down the go-to-market history lane and discuss how marketing and sales leaders can modernize their GTM strategy with an 'all-bound integrated revenue team.' Want to better align your go-to-market teams? Get a demo of Insightly's Modern, Scalable CRM today: https://bit.ly/3sITbqV Connect with Chris Walker:   / chriswalker171   Connect with Chip House:   / chiphouse   00:00 Introduction 01:20 Changes to GTM: Events 03:08 Changes to GTM: Outbound 04:08 Changes to GTM: Paid Search 06:38 Demand Creation vs. Demand Capture 12:27 The Three Tiers of Demand Creation #gtmstrategy #demandcreation #demandcapture