B2B Growth - The New Funnel Top to Bottom

I think everyone is now thinking in demand creation, demand capture. We have these nice, neat words for it. But it's that, I would call it the messy middle where there should be a lot of conversation and nuance organization to organization. It will look slightly different and you'll have thinking on it of how you can create more valuable content,. How you then take that lead and bring them along in the journey. So yeah, steal from B2C. That's such a good way of thinking about it because we've been diving into here and B2B growth is sales feed.