96: Create vs. capture demand: Getting the balance right (with Olga Denisova, VP of Global Marketing at Semrush)

Cognism’s VP of Marketing, Liam Bartholomew, joined by guest Olga Denisova, VP of Global Marketing at Semrush to discuss the delicate balance between create and capture demand. Why B2B marketers need to be creating demand, and not just capturing it. And how this approach better fits the way modern buyers buy.