Demand Creation, Not Demand Capture

Benjy: Demand capture is good, but you absolutely should be doing demand creation. Benjy: You can either go after the three % of people where demand has already been created for themand now you just need to capture demand. Or you can go after the 97% that are not problem aware yet and make them problem aware by putting content intentionally in front of your entire market. benjy: If you're a marketing leader listening to this right now, what i'd be thinking through is, ok, my ceo is looking at pipe line. I've been hired to help with that number. How am i going to do that? And then it's not just demand