Balancing short-term demand generation with long-term brand health creates constant budget tension. Kelly Hopping, CMO of Demandbase, explains how enterprise B2B companies maintain pipeline flow without emptying the funnel. She outlines the demand creation versus demand capture framework as a bank account model and demonstrates how modern digital brand marketing can drive immediate conversions through QR codes, form fills, and content CTAs while building trust for high-value software purchases.

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