In this dynamic debate episode, Richard Parsons, Founding Partner at True Agency in London, goes head-to-head with Raluca Apostol, Demand Gen Expert at STOICA, to tackle one of B2B marketing's most persistent tensions: should you focus on short-term demand generation or long-term brand building?

Raluca makes the case for short-term tactics, arguing for speed, measurability, and immediate ROI that keeps budgets flowing and managers happy.

Richard counters with evidence that brand building is the true hero, citing the 90% rule where buyers choose from just three brands that come to mind when they enter the market.

The conversation explores budget allocation, the rise of new channels like connected TV and YouTube, and how AI might democratize high-quality brand production. Both debaters ultimately agree that the ideal approach requires the full team on the pitch - but disagree on where to start.

This episode sets up Richard's upcoming masterclass on the five principles of growth and optimal budget splits between brand and sales activation.