70- Demand creation vs demand capture
B2B SaaS Marketing Snacks · 2024-11-11 · 46 min
Episode notes
The B2B SaaS buying journey isn’t linear – it is much more complicated than that. At any one time, only 5% of your addressable market is actively in-market and seeking a solution. These prospects are ready to click that “schedule a demo” button after seeing your paid search ad or visiting your website’s pricing page. But what about the 95% who aren’t ready to buy? This is where demand creation comes into play. Allocating resources and time to create demand will help you be in the top 3 when those prospects become ready to buy. If you don’t feed this side, your pipeline will suffer down the road. On Episode 70 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn interview a special guest: Silvia Parra , an Associate CMO at Kalungi, who is an expert in balancing out these two sides of the buyer journey for B2B SaaS companies.