The right demand generation webinar does more than share ideas. It tackles the realities every marketer knows: pipeline pressure, lead quality, and boardroom scrutiny. But these challenges aren’t new.
The real problem is focus. Too many teams double down on capture, chasing more forms, more ads, and more MQLs, while underinvesting in generation. The result is busy dashboards with weak pipeline.
New buyer vs marketer research shows the gap clearly.
Here’s what you need to know, and if you want the full framework, you can join the live demand generation webinar.
The demand capture trap vs real demand generation
Why “more forms, more MQLs” ≠ more revenue
Activity is not the same as impact. Capture-heavy funnels inflate MQL counts but rarely convert into sales meetings or closed revenue. If your board is asking “Why is pipeline flat?” while marketing shows growth, you already know the trap.
Demand capture vs demand generation: when to use each
- Demand capture is about collecting existing intent (paid search, pricing pages, demo forms). Perfect for buyers already in-market.
- Demand generation is about creating new demand (content, research, events). It builds trust and preference long before the buying cycle starts.
A practical demand generation framework (built for B2B SaaS & enterprise)
Audience-first inputs: ICP, buying committee, trust signals
The right generation strategy starts with clarity: who you are targeting and what signals prove they trust you. Validate with research, win/loss analysis, and direct buyer feedback.
Program design: motions that compound over time
Successful SaaS demand generation isn’t about one eBook drop. It’s a system of compounding programs: stage-fit content, progressive CTAs, and nurture paths that build over quarters.
Team structure: who owns what and how to measure it
Decide who owns capture and who owns generation. Align them with shared KPIs such as SQLs, pipeline contribution, and ROI. It prevents the usual sales vs marketing finger-pointing.
Revenue readout: the metrics that matter
CEOs care about pipeline, forecast accuracy, and ROI. Demand gen leaders win credibility when they can report those with confidence.
What’s working now: campaign patterns from top brands
Demand gen plays that scale trust
Analyst or publisher co-branded content puts your brand inside a trusted wrapper. Great for building consensus in the middle of the funnel.
Content that converts consensus
Ungated benchmark reports followed by retargeting readers with case studies or POC offers. Low friction at the start, stronger conversion later.
Sales alignment without killing creativity
Weekly pipeline stand-ups with marketing and SDRs to share what content is working and match CTAs to sales stages. Keeps creativity alive while staying accountable to pipeline.
See more patterns in the live demand generation webinar.
Why join the demand generation webinar (and what you’ll take back to your next QBR)
- Buyer–marketer perception gaps and how to close them before they cost pipeline
- The trust equation in 2025: what builds it, what erodes it, and why it matters
- AI’s role from awareness through evaluation to purchase
- Proven ways to align with sales and create revenue visibility
- Zero vendor pitches
Who is the demand generation webinar for?
- Marketing managers who need practical frameworks to improve lead quality and prove marketing’s value.
- Directors and heads of demand gen who want clear ways to align capture and generation and show pipeline impact.
- VPs of marketing who need visibility into what’s working across campaigns and how to report it confidently.
- CMOs who face boardroom pressure to demonstrate ROI and set the right strategy for 2026 planning.
FAQs
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Ready to build better demand gen?
Capture without generation locks you in the same cycle. Join the demand generation webinar, learn the frameworks driving results for leading B2B brands, and walk away with actions you can use right now.
