{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"B2B SaaS Marketing Snacks","title":"70- Demand creation vs demand capture","html":"","width":"100%","height":180,"duration":2749,"description":"The B2B SaaS buying journey isn’t linear – it is much more complicated than that.At any one time, only 5% of your addressable market is actively in-market and seeking a solution. These prospects are ready to click that “schedule a demo” button after seeing your paid search ad or visiting your website’s pricing page. But what about the 95% who aren’t ready to buy? This is where demand creation comes into play. Allocating resources and time to create demand will help you be in the top 3 when those prospects become ready to buy. If you don’t feed this side, your pipeline will suffer down the road.On Episode 70 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn interview a special guest: Silvia Parra, an Associate CMO at Kalungi, who is an expert in balancing out these two sides of the buyer journey for B2B SaaS companies.Topics discussed include:Insider tips for correctly attributing traffic beyond simplistic “last touch\" into a more nuanced understandingStrategies for nurturing subscribers, MQLs and SQLs as they move gradually through the funnelExamples of paid media and content strategies that workHow founders can correctly monitor and establish data goals that show progress in both demand creation and captureHow to build a pipeline that is filled with both prospects that are ready for immediate conversion and future growthB2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well worth the investment!The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth...","thumbnail_url":"https://img.transistorcdn.com/eXVFQab6SDTTyj-qv_JQIcgGfZWZr6evrBtV_FKrHdU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83MmEx/YTMwNjNhZGU4NzI2/MzMyMzVmYzJkNTc5/YTRkNC5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}