The iconic duo of Chris Walker and Gaetano DiNardi is back together to review the current state of capturing demand and answer audience questions live. During this episode, they cover:

-A review of different intent types and offers

-What's new or has changed in the capture demand channels

-Common missteps in capturing demand

-How Google Search, SEO, affiliates, and review sites fit into this conversation 

Key Takeaways:

-Generating a lead is not the same as capturing demand. Demand capture requires clear intent to purchase.

-Low intent offers should be treated differently from declared intent offers in marketing campaigns.

-Companies often confuse lead generation with demand capture and overinvest in lead generation efforts.

-Proper measurement and alignment of strategy are crucial for effective demand capture.

-SEO is becoming more challenging in B2B, and companies need to focus on capturing actual buying intent.

-Paid search requires careful targeting and understanding of search intent to be effective.

-Review sites and affiliates can be valuable for demand capture, but companies should also focus on building their own first-party reviews and content.