E124: Demand Creation versus Demand Capture

Episode notes

In this episode of B2B Marketing Futures, we dig into one of the most enduring debates in modern marketing: demand creation vs. demand capture. How do leading teams strike the right balance between long-term brand building and short-term pipeline results? And how are shifting search behaviours and AI reshaping the funnel as we know it? Our panel brings together three marketing leaders with distinct perspectives: •Amit Gupta — Senior Director Marketing Operations, Fortanix (Navigating the shift from keyword intent to AI-powered search, and the evolving role of awareness channels in a performance-driven world.) •Annie Roberts — Demand Generation Manager, ServiceNow (Balancing sales enablement and targeted campaigns, with real-world lessons from brand-building giants like Nike and Adidas.) •Jakki Jakaj — Director of Growth and Digital Marketing Leader, DBT Labs (From inbound and community-led growth to rebalancing strategy with ABM and paid awareness to sustain demand over time.) Together, they explore: • How to define and align demand creation vs. demand capture strategies • The ROI debate: brand investment vs.