E146: Demand Creation versus Demand Capture

In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “Demand Creation versus Demand Capture”, exploring one of the most important balancing acts in modern B2B marketing: how to build long-term demand while still driving immediate pipeline.

From evolving buyer behavior to the pressure of short-term performance, the discussion unpacks where teams focus their efforts today and how that balance shifts depending on market maturity, product awareness, and organizational goals.

Drawing from real-world experience, the conversation also explores how marketers justify long-term demand creation in environments where attribution is complex and buying cycles are extended, and how alignment across teams plays a critical role in making both approaches work together.

Participants:

• Kathryn Thomas, Director EMEA Marketing at Box

• Laura Troncoso, Senior Manager, Events Demand Generation at AVEVA