Jan 30 2025 37 mins
In this episode of Demand, host Jonathan Bland sits down with Eric Dates from VComply to unpack the critical difference between capturing attention and converting it in B2B marketing. As the marketing landscape becomes increasingly noisy, Eric shares invaluable insights on why many marketers struggle with the distinction between getting eyeballs and turning those views into meaningful engagement.
Eric breaks down his strategic approach to attention economics, exploring how B2B companies can move beyond surface-level metrics to create campaigns that not only grab attention but convert it into pipeline opportunities. Drawing from his experience at VComply, a leading compliance and risk management platform, Eric provides practical frameworks for allocating resources between attention-grabbing content and conversion-focused initiatives.
Tune in as Eric and Jonathan dive deep into:
- The fundamental difference between capturing vs. converting attention
- How to measure attention metrics that actually matter to revenue
- Real-world examples of companies mastering both attention and conversion
- Practical strategies for budget allocation between awareness and conversion campaigns
- The evolution of B2B marketing from pure lead generation to sophisticated demand creation