In this episode of B2B Marketing Futures, we dig into one of the most enduring debates in modern marketing: demand creation vs. demand capture. How do leading teams strike the right balance between long-term brand building and short-term pipeline results? And how are shifting search behaviours and AI reshaping the funnel as we know it?Our panel brings together three marketing leaders with distinct perspectives:•Amit Gupta — Senior Director Marketing Operations, Fortanix(Navigating the shift from keyword intent to AI-powered search, and the evolving role of awareness channels in a performance-driven world.)•Annie Roberts — Demand Generation Manager, ServiceNow(Balancing sales enablement and targeted campaigns, with real-world lessons from brand-building giants like Nike and Adidas.)•Jakki Jakaj — Director of Growth and Digital Marketing Leader, DBT Labs(From inbound and community-led growth to rebalancing strategy with ABM and paid awareness to sustain demand over time.)Together, they explore:• How to define and align demand creation vs. demand capture strategies• The ROI debate: brand investment vs. immediate pipeline pressure• Which channels and tactics are delivering results across the funnel• How AI and new search behaviors are changing the game for marketersWhether you’re in marketing, sales, or operations, this conversation is packed with practical insights, data points, and forward-looking strategies to help your team build demand that lasts and capture it effectively when it arrives. Hosted on Acast. See acast.com/privacy for more information.

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