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.
