Demand Creation vs Demand Capture: Can B2B Marketing Do Both?

In this episode of B2B Marketing Futures, we dive into one of the most debated questions in B2B: should marketers focus on creating demand or capturing it?

Host Joaquin Dominguez is joined by three brilliant marketing leaders—Isabel Casey (Head of Marketing at Sifted), Beth Brooker (Senior B2B Marketing Manager at Three UK), and Taylor Coblentz (Partner Marketing Manager at Insight)—for a relaxed conversation about balancing brand and performance, measuring impact, and staying focused in a results-driven world.

Expect insights on:

• Why brand matters more than ever (even when budgets are tight)
• Using econometrics to prove the ROI of brand
• How TAM analysis connects content to conversion
• The emotional edge of B2B storytelling
• What these leaders would change about how teams think about demand

Whether you’re a startup marketer or part of a large enterprise team, this episode will challenge your thinking and leave you with practical ideas for building smarter, more sustainable growth.

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