The Conflict Between Capturing Demand and Creating Demand

The iconic duo of Chris Walker and Gaetano DiNardi is back together to review the current state of capturing demand and answer audience questions live. During this episode, they cover:

-A review of different intent types and offers

-What's new or has changed in the capture demand channels

-Common missteps in capturing demand

-How Google Search, SEO, affiliates, and review sites fit into this conversation 

Key Takeaways:

-Generating a lead is not the same as capturing demand. Demand capture requires clear intent to purchase.

-Low intent offers should be treated differently from declared intent offers in marketing campaigns.

-Companies often confuse lead generation with demand capture and overinvest in lead generation efforts.

-Proper measurement and alignment of strategy are crucial for effective demand capture.

-SEO is becoming more challenging in B2B, and companies need to focus on capturing actual buying intent.

-Paid search requires careful targeting and understanding of search intent to be effective.

-Review sites and affiliates can be valuable for demand capture, but companies should also focus on building their own first-party reviews and content.