Demand Creation versus Capture
In a recent Adzact podcast, Joaquin Dominguez, Head of Marketing at Adzact, gathered a panel of marketing leaders to discuss the evolving strategies around demand creation and capture in B2B markets. The discussion highlighted the challenges of crafting relevant content, balancing resource allocation, and using data effectively to drive engagement in an increasingly competitive landscape.
Hosts
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Georgia Diaconescu, Marketing Lead, Flourish-Canva
Vidushi Bhardwaj, Digital Marketing Manager, Altair
Ruchika Gupta, Geography Marketing Lead, EXL
The Balance Between Demand Creation and Demand Capture
Demand creation and capture are often intertwined, but they require distinct approaches. Vidushi Bhardwaj, Digital Marketing Manager at Altair, shared her insights on how demand creation is about generating awareness and building interest, while demand capture involves converting that interest into concrete actions. She stressed that capturing demand is much easier when the groundwork of creating awareness has been laid effectively. Vidushi noted the importance of smaller steps—micro conversions, such as clicking on a landing page or downloading a resource—that signal buyer engagement and help marketers gauge where prospects are in their journey.
Georgia Diaconescu, Marketing Lead at Flourish (part of Canva), added that understanding the nuances of your audience is crucial, as their journey is rarely linear. Marketers are increasingly abandoning the concept of a strict buyer’s journey, recognising instead that decisions are influenced by a complex web of interactions, often outside the marketer’s direct control.
"Whenever I create landing pages, I always put myself in the user’s shoes—would I want to fill this form out? The key is delivering value that guides the user naturally towards conversion." – Vidushi Bhardwaj
Leveraging Personalisation and Segmentation
As the conversation shifted to the importance of personalisation, Vidushi highlighted how crucial it is to deliver tailored content that resonates with different personas within the buying committee. This helps in creating a more human connection, especially when dealing with B2B clients who may feel overwhelmed by the sheer volume of content presented to them. However, she warned that personalisation should be managed carefully to avoid overwhelming the audience or appearing inauthentic.
Georgia noted that for Flourish, understanding the difference between 'data-shy' and 'data-confident' users has been key to developing relevant messaging. Segmenting these groups allows them to engage their audience meaningfully, without overcomplicating the message. Ruchika Gupta, Geography Marketing Lead at EXL, supported this view, adding that segmentation is not only about understanding current customers but also anticipating new ones. She emphasised the need for constant data review and testing to ensure marketing efforts stay relevant in a rapidly shifting market.
"We’re moving away from the idea of a linear buyer’s journey. Decisions are influenced by a complex web of interactions, often beyond our control, making it essential to understand the unique nuances of each audience." – Georgia Diaconescu
Content Creation: The Role of Data and Innovation
The conversation then turned to the role of data in content creation. Ruchika pointed out that data is the lifeblood of any successful marketing campaign, particularly when it comes to justifying resource allocation and adjusting strategies in real time. She explained how the market’s agility makes it necessary to continually reassess data to ensure campaigns are both timely and impactful.
Vidushi noted that while AI tools are becoming more prominent in automating certain aspects of content creation, human oversight remains essential for ensuring quality and relevance. She explained that AI can help streamline processes, but ultimately, it cannot replace the personal touch that is needed to truly engage an audience.
Georgia supported this, adding that data-driven insights help refine messaging, but stress-testing content with real customers and prospects is critical. Flourish has found that engaging customers with experiential marketing and interactive content, such as events and storytelling workshops, has been an effective way of capturing and nurturing demand.
The Importance of Resource Allocation
A key challenge discussed by the panel was balancing resources between demand creation and demand capture. Ruchika highlighted the common struggle of marketing teams having to justify expenditure on demand creation efforts, which may not show immediate ROI. She argued that while demand capture is essential, demand creation should not be overlooked, as it builds the foundation for long-term success.
Vidushi echoed this, sharing how Altair uses intent data to identify prospects who are showing signs of interest but have not yet engaged directly. By focusing on both long-term nurturing and immediate conversion, the team can allocate resources more efficiently and ensure that prospects remain engaged over time.
"Data is the lifeblood of every successful campaign. In an agile market, reassessing data in real-time is crucial for making timely adjustments and ensuring maximum impact." – Ruchika Gupta
Conclusion
The discussion offered valuable insights into how B2B marketers can navigate the complexities of demand creation and capture. By focusing on personalised content, leveraging data-driven insights, and balancing resources effectively, marketing teams can build stronger pipelines and drive engagement. As the market continues to evolve, the ability to adapt, experiment, and innovate will remain key to achieving success in both demand creation and demand capture strategies.
Join the Precision Punks Community
Access to the slack community of serious B2B advertisers
Chatham House rules ‘Adzact confidential’ events with peers
Private in-person events in London and New York
Exclusive data & learning resources to build your career
