Demand Capture or Demand Creation?

To capture demand or to create demand?

That is the question.

Your business should focus on both. But maybe not in the way you’re currently doing.

Hear me out.

Pipeline, MQA’s, touch points, demo form submissions, increased sales activity, do I need to go on?

All are a result of the demand creation and demand capture you’re currently doing and what you’ve done in past.

However, so many businesses focus on the demand capture side without thinking of demand creation. If they are, and I’m sorry to say, they’re often doing this wrong.

Ouch, slap in the face. Sorry.

I apologize I’m talking to you as if you already know the difference between the two, and here’s a quick summary if you don’t:

Demand creation: to create demand for your product or solutions with your paid media channels.

Demand capture: to capture the demand created with paid media.

Got it? Cool.

So, how do you know if you’re getting this right? As I mentioned above, most are getting this wrong.

So many businesses are ploughing their budgets into demand capture leaving very little for demand creation.

This may and will often work for a short period of time. But after the demand creation dries up, you could be left with low sales, demo requests, and pipeline.

Whilst you’re paying for clicks to your conversion pages, your competitors are more than likely targeting your ICP higher up the funnel. Think about it. If you want a fizzy drink, who often comes to mind? Thought so. This is how you should be marketing your brand. You want your net new audience to know about you way before they even look at your solutions. Way way way before.

How do you do this? Well, I’m sorry. This isn’t a how-to guide. This is a strategic play and can’t be taught over a blog post.

Why? For a true demand capture and demand creation audit we need to get to know you and your business.

We need to know your short term and long term vision, plan, and goals. From there, we can advise on strategy. We also need to know what’s worked and what’s failed for you in the past.

Heck, you don’t even need to talk to us. If you’re an in house marketer, you should be talking to your brand team and your agency.

But we’re here to help and advise throughout the process.

Fancy a chat? Get in touch with us today.

Many thanks,

The CPC calculator team.

This article was written by a professional, not AI.

*confession* I wrote this on a plane on my way home from a holiday. I’m not sure what that says about me but I’ll let you be the judge of that.