Buyer Intent Is Too Late: Why B2B Growth Starts Before the Search

An episode challenging the obsession with intent data and demand capture. The discussion argues that by the time a buyer is searching, downloading comparison guides, or showing third-party intent, the real battle may already have been won by brands that shaped the market earlier.

Core questions:

1. Why is buyer intent often too late in the B2B buying journey?

2. How can marketers identify and influence future buyers before they enter active demand?

3. What does a good balance between demand creation and demand capture look like?

Host

• Joaquin Dominguez, Head of Marketing at Adzact

Guests

• Bethany Young, Senior Demand Marketing Manager - EMEA at Docusign

• Steve Norris, Paid Media Expert at Bentley

• (+3 seats available)

June 11th, 5:00 PM GMT
Online