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Demand Creation versus Demand Capture

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