The B2B Playbook #137: How to Budget for Demand Generation (creation vs capture allocation) - Demand Gen mini-series Ep.9
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How much budget should you allocate to Creating Demand versus Capturing Demand? In other words, should you be spending more getting in front and building trust with future buyers, versus going after those 'in-market' now.
We're back with another episode of The B2B Playbook, where we're sharing our framework for how to allocate your budget to demand creation and demand capture. It's a simple approach that accounts for your (a) company's maturity and (b) your positioning in the market.
We start by exploring the differences between Demand Creation and Demand Capture, and then examine how to allocate your budget based on your company's maturity and positioning.
To illustrate the framework in action, we share a real-life examples - and plenty of drawings on the whiteboard!
This is pt.9 of our mini-series on Demand Generation, where we answer every question you could possibly have around the topic.
Tune in and learn:
+ How to determine the right budget split for your business
+ Why early-stage companies should focus on demand capture
+ Budgeting strategies for larger companies to create future demand
This episode is a must-watch for marketers looking to create a holistic demand generation program that meets the needs of today and future demands of tomorrow.
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00:00 Introduction: Balancing Demand Creation vs. Demand Capture
01:24 Recap: The Five B’s Framework
03:03 The Best Time to Invest in Demand Creation
04:04 Definition of Demand Generation
06:13 Demand Capture Stages of Awareness
08:13 Example: CRMs for Real Estate Agents
10:00 Transitioning to Demand Creation
11:00 Impact of Company Maturity on Budget Allocation
13:30 Stress of Focusing Only on Demand Capture
15:04 Category Positioning and Budget Allocation
17:13 Big Fish, Small Pond Positioning
19:00 Transitioning to Demand Generation
21:00 Head-to-Head Market Positioning
23:13 Creating a New Market Category
25:28 Final Thoughts and Resources
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S06 E137 - The B2B Playbook
#b2b #b2bmarketing #demandgeneration #demandgen
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