Demand Creation vs Demand Capture

Demand Creation vs Demand Capture

Where should B2B marketers draw the line between creating future demand and capturing buyers who are already in market?

In this roundtable, we’ll explore how teams balance brand, content, paid search, LinkedIn, and other channels across the funnel, and whether marketers give too much credit to the activities that are easiest to measure.

We’ll also discuss how AI is changing both sides of the equation: making content and campaign execution easier to scale, while simultaneously changing how buyers discover, research, and evaluate vendors.

The goal is an open, practical discussion around budget allocation, measurement, targeting quality, and what genuinely creates demand in 2026.

Host

• Joaquin Dominguez, Head of Marketing at Adzact

Guests

• Ben Alvord, Director of Digital Marketing at Akamai

• Bill Park, Senior Director - Growth Marketing at GRAPHISOFT

• Mark Binder, Marketing Performance & Insights Manager at Simpro

• (+2 seats available)

September 15th, 4PM (BST)
Online