Terms

Demand Capture

What is Demand Capture?

Demand capture is a marketing strategy focused on attracting and converting the small percentage of your target market that is actively looking for a solution. It involves knowing which channels your prospects use when they're ready to buy and ensuring visibility and a good customer experience in those channels. Common channels include search engines, paid ads, and review sites, while strategies for capturing demand involve creating content marketing strategies focused on buyer-intent keywords and optimizing the website for a smooth user journey.

Strategies for Effective Demand Capture

Effective demand capture involves several strategic actions:

  • Enhanced Visibility: Ensure your brand is prominent in channels where prospects are likely to search for solutions.
  • Content Marketing: Develop content focused on buyer-intent keywords to attract prospects who are ready to make purchasing decisions.
  • Optimized Customer Experience: Design a user-friendly website that guides visitors smoothly towards making a purchase.

Key Principles of Demand Capture

  • Visibility and customer experience: Ensure your brand is easily discoverable in channels where prospects actively search for solutions, and provide a seamless user journey to facilitate conversions.
  • Content marketing with buyer-intent keywords: Create content that targets keywords indicating a prospect's readiness to purchase, increasing the likelihood of capturing their interest.
  • Enhanced visibility through PPC and review sites: Utilize pay-per-click advertising and positive reviews on relevant platforms to increase your brand's visibility and credibility.
  • Smooth website user journey: Optimize your website's design, navigation, and content to guide prospects towards conversion, making it easy for them to find the information they need and take action.

Demand Capture vs. Demand Generation

Demand capture and demand generation are both essential components of a successful marketing strategy, but they serve different purposes and require distinct approaches. Demand capture focuses on converting the small percentage of the target market actively seeking solutions, using channels like search engines and paid ads.

In contrast, demand generation encompasses both demand creation and demand capture, aiming to raise awareness and interest among potential customers who may not yet be actively looking for a solution.

Measuring Success in Demand Capture

Measuring success in demand capture involves tracking key performance indicators (KPIs) that reflect the effectiveness of your marketing strategies in converting interested prospects into customers. Three important KPIs to consider are:

  1. Marketing Qualified Leads (MQLs): These are individuals who convert on high-intent, bottom-of-the-funnel offers, indicating a clear interest in your offering.
  2. Marketing-generated Opportunities: This metric represents the percentage of MQLs that become opportunities in the pipeline from a marketing source, showcasing the effectiveness of attracting the right kind of buyer.
  3. Marketing-generated Revenue: The revenue generated from MQLs that have been converted into customers, demonstrating the success rate of turning marketing leads into sales.

Other terms

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Batch Processing

Learn about batch processing, including benefits of batch processing, best practices for implementation, & common use cases.

Batch Processing

Personalization

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Personalization

Sales Demonstration

Learn about sales demonstration, including preparing for a successful sales demo, crafting an engaging sales pitch, sales demo vs. sales presentation.

Sales Demonstration

Discount Strategies

Learn about discount strategies, including understanding discount types, creating effective discount strategies, & benefits of using discounts.

Discount Strategies

Functional Testing

Learn about functional testing, including definition, key methodologies, benefits, best practices & how it ensures software quality.

Functional Testing

Cold Call

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Cold Call

Always Be Closing

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Always Be Closing

Positioning Statement

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Positioning Statement

Site Retargeting

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Site Retargeting

Sales Prospecting

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Sales Prospecting

Use Case

Learn about use case, including crafting a compelling use case, essential components of a use case, & comparing use cases and case studies.

Use Case

Sales Training

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Sales Training

SPIN Selling

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SPIN Selling

DevOps

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DevOps

LinkedIn Sales Navigator

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LinkedIn Sales Navigator

Sales Compensation

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Sales Compensation

Customer Engagement

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Customer Engagement

Conversion Rate

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Conversion Rate

Marketing Funnel

Learn about marketing funnel, including stages of the marketing funnel, building a successful marketing funnel, & marketing funnel vs. sales funnel.

Marketing Funnel

SAM

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SAM

Sales Presentation

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Sales Presentation

Trade Shows

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Trade Shows

Sales Enablement Platform

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Sales Enablement Platform

Cybersecurity

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Cybersecurity

Closed Won

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Closed Won

Subject Matter Expert

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Subject Matter Expert

Lightning Components

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Lightning Components

Marketing Qualified Lead (MQL)

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Marketing Qualified Lead (MQL)

Order Management

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Order Management

Text message marketing

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Text message marketing

Bounce Rate

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Bounce Rate

Marketing Attribution Model

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Marketing Attribution Model

Buyer

Learn about buyer, including identifying your ideal buyer, understanding buyer's journey, & evaluating buyer decision processes.

Buyer

Inside Sales Rep

Learn about inside sales rep, including characteristics of effective inside sales reps, & skills required for inside sales success.

Inside Sales Rep

Rapport Building

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Rapport Building

MOFU

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MOFU

Email Cadence

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Email Cadence

Customer Success

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Customer Success

Nurture

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Nurture

Open Rate

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Open Rate

Product Qualified Lead

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Product Qualified Lead

Email Engagement

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Email Engagement

Touches

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Touches

Accounts Payable

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Accounts Payable

Marketing Metrics

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Marketing Metrics

Firewall

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Firewall

Buying Signal

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Buying Signal

Serviceable Obtainable Market

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Serviceable Obtainable Market

Net Promoter Score

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Net Promoter Score

Marketing Analytics

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Marketing Analytics

Voice Broadcasting

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Voice Broadcasting

Applicant Tracking System

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Applicant Tracking System

Sales Engineer

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Sales Engineer

Sales Pitch

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Sales Pitch

Cloud-based CRM

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Cloud-based CRM

Gone Dark

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Gone Dark

Follow-up

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Follow-up

Social Proof

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Social Proof

Consumer Buying Behavior

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Consumer Buying Behavior

User-generated Content

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User-generated Content

Data Privacy

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Data Privacy

Branded Keywords

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Branded Keywords

WordPress

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WordPress

Objection Handling in Sales

Learn about objection handling in sales, including strategies for effective objection handling, & key techniques in resolving sales objections.

Objection Handling in Sales

Day Sales Outstanding

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Day Sales Outstanding

Lead Velocity Rate

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Lead Velocity Rate

Technographics

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Technographics

Sales Performance Metrics

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Sales Performance Metrics

Direct Sales

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Direct Sales

Account Mapping

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Account Mapping

Lookalike Audiences

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Lookalike Audiences

On Target Earnings

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On Target Earnings

OAuth

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OAuth

Customer Centricity

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Customer Centricity

Sales Velocity

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Sales Velocity

Economic Order Quantity

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Economic Order Quantity

ClickFunnels

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ClickFunnels

GDPR Compliance

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GDPR Compliance

Data-Driven Marketing

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Data-Driven Marketing

Sales Territory Planning

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Sales Territory Planning

Buying Cycle

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Buying Cycle

HubSpot

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HubSpot

Self-Service SaaS Model

Learn about self-service SaaS model, including benefits of the self-service model, & key features of a successful self-service SaaS.

Self-Service SaaS Model

Request for Proposal

Learn about request for proposal, including crafting a winning RFP, key elements of an effective RFP, & RFP vs. RFQ.

Request for Proposal

Total Audience Measurement

Learn about total audience measurement, including key components of total audience measurement, & benefits of adopting total audience measurement.

Total Audience Measurement

Data Enrichment

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Data Enrichment

Video Hosting

Learn about video hosting, including benefits of video hosting, choosing the right video hosting platform, & video hosting vs. traditional web hosting.

Video Hosting

Customer Journey Mapping

Learn about customer journey mapping, including steps to construct a customer journey map, & key components of an effective map.

Customer Journey Mapping

Kanban

Learn about Kanban, including benefits of using Kanban, implementing Kanban in your process, Kanban vs. other methodologies, & key components of Kanban.

Kanban

Dark Funnel

Learn about dark funnel, including unraveling the dark funnel mystery, strategies to illuminate the dark funnel, & dark funnel vs. traditional sales funnels.

Dark Funnel

Firmographic Data

Learn about firmographic data, including sources and methods for gathering firmographic data, & applying firmographic data in sales strategies.

Firmographic Data

DMP

Learn about DMP, including understanding DMP functionality, benefits of using a DMP, choosing the right DMP, & key features of DMPs.

DMP

Account-Based Sales Development

Learn about account-based sales development, including strategies for implementing ABS development, & key principles of account-based sales.

Account-Based Sales Development

Brag Book

Learn about brag book, including crafting your outstanding brag book, essential components of a brag book, & brag book vs. resume: unveiling the differences.

Brag Book

Customer Relationship Management Hygiene

Learn about CRM hygiene, its importance, the best practices for it, CRM hygiene vs. data management, and tools for maintaining it.

Customer Relationship Management Hygiene

Cold Email

Learn about cold email, including crafting an effective cold email, key elements of a cold email, & cold email vs. warm email: understanding the difference.

Cold Email

Analytics Platforms

Learn about analytics platforms, including understanding the role, benefits to sales teams, key features to look for, & choosing the right solution.

Analytics Platforms

Application Programming Interface Security

Learn about API security, including its benefits, key components, common challenges, and best practices for securing APIs.

Application Programming Interface Security

Consultative Selling

Learn about consultative selling, including key principles of consultative selling, & implementing consultative selling strategies.

Consultative Selling

Buying Process

Learn about buying process, including key stages in the buying process, understanding consumer decision-making, & optimizing your sales for the buying process.

Buying Process