#137: How to Budget for Demand Generation (creation vs capture allocation) - Demand Gen mini-series Ep.9

The B2B Playbook

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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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