Demand Capture vs Demand Creation | Stacking Growth

Tory Kindlick (VP of Demand), Liz Spektor (Director of Demand), and Myles Madden (Performance Marketing), hosted this episode to break down the difference between Demand Capture and Demand Creation.
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[@boerenbrommer]

I have some in-depth questions about setting up self-reported attribution and hope that these could be answered in one of your future live events. These questions are all connected and I think make for an interesting case for other members of the audience.
1. So, Chris mentioned self-reported attribution shouldn't be implemented on pages where you're running performance marketing campaigns to. However, if you are trying to apply the 'Refine Labs Demand Creation strategy', chances are that you are currently still running performance marketing to some or most of your pages. I recently joined a small (30 employee) company that is mostly doing Demand Capture direct response stuff. How do I implement self-reported attribution if the company is still in the Demand Capture mindset and is running performance marketing to these pages?
2. We offer multiple solutions and currently have a seperate demo / quote request form for each of these solutions. Does it make sense to split self-reported attribution for each solution or should we just focus on brand-level demand?
3. Our company phone number is displayed on the website. This means that intent isn't always declared through the website and software conversions aren't always registered. How do I approach this?
I hope my questions are clear as I am not a native speaker. Thanks a lot for your consideration. You guys are single-handedly responsible for changing my career for the better. Thank you so much.
Eelke from The Netherlands

[@ChrisWalker171]

Hi Eelke!
LOVE these questions, thank you for asking them! I've passed them along to our team and hopefully will get an answer for you soon!

[@ChrisWalker171]

Here's a response from our VP of Demand, Tory.
1. Only add "how did you hear about us?" field to high intent forms. So for many of the performance marketing landing pages you're leveraging for direct response and lead gen, you should limit the amount of fields to only what is necessary. But for the high intent forms (those on your website where a person is raising their hand to talk to sales - i.e. demo requests, consultation request, contact sales, etc.), we recommend adding "how did you hear about us" as open text & required.
2. Knowing where somebody heard about you is very helpful in understanding where your high intent inbound inquiries are originating from. But equally as important is understanding where your pipeline and closed-won revenue is originating from. So if you're able to carry the "how did you hear about us" submissions from lead to opportunity records, you should. Then dig into which sources or categories are most prevalent in your closed-won deals so you can truly optimize for revenue.
3. For phone leads, your best bet would be to coach the telesales team to ask this question during the first phone call with the prospect. The longer you wait to ask this question after a person comes inbound, the less likely they'll remember the most impactful touchpoint that lead them to your site.
Let me know if these answers help you out, or if you'd like additional clarification on anything. Thank you!