Demand Creation and Demand Capture
One of the tasks of a marketer is to create demand, while another is to actually capture that demand. A company’s success depends on meeting both types of demand at the right levels.
To reach a wider audience, you need to look beyond instant demand capture existing in the target market. In the same vein, it is pointless to maintain pushing brand awareness if no action is taken to follow up with interested parties.
In order to achieve optimal outcomes, it is crucial to focus on both demand generation and capture. The ideal sales funnel begins with demand generation activities and end with customer acquisition.
Demand creation vs capturing demand
Here’s how you can differentiate between demand creation and demand capturing.
Demand creation
Demand creation is the process of getting others to want your goods or service. Customers are unknown at this time. It’s only that you offer a solution to a common issue. To generate demand, businesses must first advertise their products by engaging in DG activities such as advertising. Here are some tips for your demand generation strategy:
1. Marketing with content
Nowadays, shoppers often do their homework online before making a significant purchase. If you want people to get interested in your services, you need to make sure they are prominently shown in search engine results. And in order to do this, you must create a successful content marketing plan.
Effective content marketing methods incorporate a variety of components, including readability, keywords, etc. As a result, you should create a content marketing architecture that is specifically targeted at your core audience and their problems.
2. Advertising
The best way to boost sales is through event marketing. The use of event marketing can significantly increase the success of an organization’s goals.
Events are an effective approach in increasing brand recognition and introducing potential buyers to your goods, both offline and online. You can establish relationships with your audience by hosting online seminars, webinars, workshops, or roundtable conversations.
When you reveal the problems that your solution solves and demonstrate how they might be alleviated, you can quickly and simply increase interest in your offering for demand creation.
3. Freemium
Marketers use freemium marketing, in which they entice potential customers to check out their product or service for free. And you can’t get any customers without first offering them a trial.
In order to create demand, you must first provide a free demo, trial, or version of your product. Once consumers begin using your offerings, demand will rise on its own.
In the field of software, this method of creating demand is now hip. Businesses that develop software frequently release a free demo or version of their wares in an effort to drum up interest.
Capturing Demand
Once demand has been created, it must be captured and fostered. If you don’t do this, your attempts to generate demand will be for naught. The following strategies can be implemented in order to successfully capture demand.
1. Use intent data
The best method to collect demand is to use information about a buyer’s intentions. You can find out more about your clients’ purchasing intentions by including the demand development process in the customer journey.
Use intent data to direct account-based marketing efforts toward your most valuable clients. As a result, budgets for digital B2B advertising are expected to grow substantially.
There are a number of approaches to gauge interest using intent data:
- Learn your account’s content preferences so you can tailor emails and more.
- Process Automation
- When dealing with a huge volume of leads, the standard, manual process will not cut it. There is a substantial possibility that some of your quality leads will be lost somewhere between the marketing and sales processes.
- If you want to accurately capture demand, your sales process must be automated. As a result, your sales team will have more free time to focus on more important tasks. You must therefore use effective techniques for gathering and nurturing leads.
2. Increase Return on Investment on Advertising
The easiest way for digital marketers to first build and then meet customer demand is through online advertisements. However, advertisements are only effective if they are seen by a growing audience. Data on buyer intent can be used to guide targeted advertising campaigns. When sponsored commercials are created to satisfy the needs, preferences, and tone of the target audience, their return on investment (ROI) rises.
