Demand Generation vs Demand Capture: Do Both Right
Demand Generation & Demand Capture: leave with a demand plan split into creation and capture with intent signals and forecasts.
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Learn this topic with a mentor
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- Bring your own work — code, campaign, report or plan
- Mentor matched to this topic
- Time, format and fee confirmed by email first
What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why demand generation & demand capture matters — the common problem: All budget goes to capturing ready buyers, so the future pipeline slowly dries up.
- 2Core concepts in plain language: Market education, problem awareness, category awareness, brand awareness, demand creation, existing-demand capture
- 3Going further: educational campaigns, thought leadership, inbound demand, outbound demand, intent signals, audience development
- 4Framework walkthrough: RACE: Reach–Act–Convert–Engage, Funnel Models, Customer Journey Maps
- 5Practical workflow, built live: A demand plan split into creation and capture with intent signals and forecasts.
- 6How to measure it: Lead volume, Qualification rate, Cost per qualified lead, Lead-to-opportunity conversion, Payback period
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Marketing executives and managers
- • Business owners doing their own marketing
- • Freelance and agency marketers
You'd leave with
- A demand plan split into creation and capture with intent signals and forecasts.
- A working understanding of RACE: Reach–Act–Convert–Engage and Funnel Models
- A short list of measures to track: Lead volume, Qualification rate, Cost per qualified lead
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