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How can you balance creating demand vs. capturing demand when management doesn't understand the importance of creating demand?

We often have to shift budget, time, and resources into only BOFU campaigns in order to hit our MQL targets, which hurts our ability to create demand in the long run.

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2 Answers
Demand Generation Strategy Integration and Optimization Content Mix Channel Mix Experimentation
  1. Camila Cook
    Camila Cook

    8x8 Vice President, Global Demand Generation • 5mo

    This is a language problem, not a strategy problem. Reframe “creating demand” as: Pipeline risk reduction Cost-per-opportunity protection Sales efficiency improvement What works with execs: Show a demand coverage model: % of pipeline from high-intent vs non-intent sources Average deal size & close rates by source Run controlled experiments: 70% capture / 30% create → then flip it Show the pipeline drop-off when creation is paused Golden rule: Capture demand pays this quarter.Create demand pa ...Read More

    688 Views
  2. Emily Chisholm
    Emily Chisholm

    Seso Head of Demand Generation • 4mo

    The demand creation that gets talked about a lot is highly orchestrated campaigns, but that's not the only way to build awareness and create demand. A lot of demand creation can be low budget. Hands-down the best long term strategy to increase your audience in B2B is to help your target market do their job better. So, host webinars (make friends with internal experts who can serve as thought leaders for webinars), post blog posts, and keep the social media drum humming with highly useful content ...Read More

    1,684 Views

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