What are the key differences between capturing and creating demand? Well, both require different processes, but each play a vital role in your content marketing strategy. Mark Huber, Head of Brand & Product Marketing, and Jason Widup, VP of Marketing at Metadata, discuss whether B2B marketers are overcomplicating the idea of capturing and creating demand, their tips on how to navigate the first stages and why building trust with buyers is critical.Find out:The most important ingredient when it comes to creating demandHow Metadata creates and captures demandWhy Eugene Schwartz’s 5 Stages of Awareness still applies almost 60 years on0:00 – 0:25 – Introduction0:25 – 2:14 – How marketers overcomplicate capturing and creating demand2:14 – 7:36 – The origins of capturing and creating demand7:36 – 13:28 - How do marketers create demand?13:28 – 17:32 – What are the buyer’s goals at the ‘create demand’ stage?17:32 – 22:29 – The most important ingredient in creating demand22:29 – 28:40 – The channels B2B marketers should experiment with when creating demand28:40 – 30:28 – Nailing capturing demand first is key30:28 – 32:39 – The marketer’s goals for capturing demand32:39 – 37:33 – How to capture demand efficiently37:33 – 41:12 – The channels B2B marketers should experiment with when capturing demand41:12 – 42:15 – Outro