What are the key differences between capturing and creating demand? Well, both require different processes, but each play a vital role in your content marketing strategy.

Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, discuss whether B2B marketers are overcomplicating the idea of capturing and creating demand, their tips on how to navigate the first stages and why building trust with buyers is critical.

Find out:

• The most important ingredient when it comes to creating demand
• How Metadata creates and captures demand
• Why Eugene Schwartz’s 5 Stages of Awareness still applies almost 60 years on

0:00 – 0:25 – Introduction

0:25 – 2:14 – How marketers overcomplicate capturing and creating demand

2:14 – 7:36 – The origins of capturing and creating demand

7:36 – 13:28 - How do marketers create demand?

13:28 – 17:32 – What are the buyer’s goals at the ‘create demand’ stage?

17:32 – 22:29 – The most important ingredient in creating demand

22:29 – 28:40 – The channels B2B marketers should experiment with when creating demand

28:40 – 30:28 – Nailing capturing demand first is key

30:28 – 32:39 – The marketer’s goals for capturing demand

32:39 – 37:33 – How to capture demand efficiently

37:33 – 41:12 – The channels B2B marketers should experiment with when capturing demand

41:12 – 42:15 – Outro