How do you maximize channel performance between demand generation and demand capture strategies?

Generally, adding as much spend to the lower portion of the marketing funnel (aka demand capture) will typically result in high ROI on paper but sacrifices the upside effective brand marketing provides. Typically I recommend maximizing paid and organic search budget to capture all in-market buyers (product interest searches) and building a marketing funnel to convert it.

Understanding the total number of search impressions (demand) and your ideal customer profile (unique companies and people with these job titles that would buy your product) to estimate your potential share of voice for your market. Allocating as much of your budget as possible to these programs is likely to result in the highest short-term ROI. Combining this effort with brand marketing (demand creation) will typically result in the strongest ROI, so definitely do both as soon as your budget allows!

You can maximize channel performance by having enough demand to capture. It’s important to be intentional about your strategy to maximize efficiency and growth. Ideally, I would separate these budget line items so that you can see the distribution between the two strategies.

As you formulate your plan, think about how this integrates with the sales strategy. Is there a way to amplify the sales message? Consider how these two strategies can complement each other. Utilizing this approach while also being incredibly data-driven and responsive to performance is the best way to maximize this approach.