E151: Brand Demand vs. Buyer Intent

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable discussion on the ongoing debate between demand creation and demand capture, and what the right balance looks like in modern B2B marketing. From long-term brand building and lifecycle marketing to paid media performance and pipeline generation, the conversation explores how leading marketers are navigating full-funnel growth strategies across increasingly complex buyer journeys. Drawing from real-world experience, the group shares insights on nurturing demand across platforms like LinkedIn, Google, Meta, and Reddit, balancing short-term performance goals with long-term brand investment, and aligning marketing efforts with measurable business outcomes such as revenue, pipeline, and customer lifetime value. Participants: • Kenna Rooney, Senior Performance Marketing Manager at EasyLlama • Amrit Kaur, Demand Generation Director at S&P Global • Will Cumming, Lifecycle Marketing Leader at Bynder • Jose Granados, Paid Media & Performance Marketing Manager at GoTo