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

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3 Answers
Channel Mix
  1. Nash Haywood
    Nash Haywood

    Armis Senior Director, Growth | Formerly Cloudflare, Gong, Genesys • 2y

    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 wit ...Read More

    1,407 Views
  2. Laura Lewis
    Laura Lewis

    Lexia Learning Director, Demand Generation & ABM | Formerly Addigy, Qualia, Progress • 1y

    This is the million dollar question! Many organizations often forget that these are two different things and focus too heavily on demand capture (think, search ads driving to your demo page). However, in order to capture demand, you also need to ensure that there is demand to capture. Think about a buying cycle in 3 stages: awareness, consideration, and purchase. In order to consider buying something, you need to know it exists. Demand capture focuses on people in the consideration and purchase ...Read More

    457 Views
  3. Erika Barbosa
    Erika Barbosa

    Counterpart Marketing Lead | Formerly Issuu, OpenText, Webroot • 2y

    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 als ...Read More

    253 Views

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