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