Capture today's demand and build next quarter's
Demand capture turns existing intent into pipeline. Demand generation creates the intent you will capture next quarter. Most accounts blur the two and judge both on last-click cost per lead. We separate them, give each its own budget and KPIs per market, and show how they feed each other.
Sound familiar?
Everything judged on last click
Paid social and video sit next to branded search in the same cost-per-lead table. They always look expensive, so they are the first thing cut.
New markets get search-heavy budgets
A market where nobody searches for your category gets the same split as your home market. Search there only buys the small amount of intent that already exists.
Pipeline softens a quarter later
Awareness cuts look free for a month or two. Then branded search and inbound demos slow down, and nobody connects the two.
What happens, in order
Set an objective per market
We look at where you are established and where your category is still unknown, and give each market a capture or generation job.
Cascade budget and KPIs
One working budget per market flows into capture and generation shares, then channel, campaign type and daily budget. Each share gets its own KPIs and review window.
Connect the two layers
Themes that convert in search set the messages on social, and engaged audiences flow into retargeting and search. Customers and disqualified accounts are suppressed everywhere.
Reset every quarter
Each quarter we reset the split from targets and CRM pipeline, read any running experiments, and model scenario budgets for the next one.
What is included
- Channel and budget plan split by capture and generation, per market
- Budget cascade from one working budget per market down to channel, campaign type and daily budget
- Market objectives based on how established you are and how much category search exists
- Intent and account signals to focus spend on the accounts sales cares about
- Content and offer strategy for each funnel stage
- Branded search, direct traffic and self-reported attribution as demand generation health checks
- Quarterly planning with scenario budgets and experiment reads
What you get
- Demand plan with budget allocation per channel and market
- KPI framework per funnel stage
- Quarterly review with reallocation recommendations
Questions
What is the difference between demand capture and demand generation?
Demand capture targets people already looking for a solution, mainly through search and review sites. Demand generation reaches people who are not in market yet, mainly through paid social, content and video, so they choose you once they are.
How do you measure demand generation?
With leading indicators such as engaged target accounts, branded search growth and self-reported attribution, plus pipeline influence in the CRM over a longer window than last click.
How should we split budget between capture and generation?
It depends on the market. Where buyers already search for your category, capture usually takes the larger share. Where they do not, search cannot create demand, so more goes to generation. We set the split per market from targets and reset it each quarter.
Tell us what you are working on.
A 30-minute intro call. We look at your setup, ask about your goals and tell you honestly whether we can help.