The Three Oaths: From Demand Generation to Demand Capture
'Demand generation' isn’t a marketing function—it’s survival. It’s what keeps the lights on and the cash flowing. Recruiters know it, too—it’s the one skill they’ll hire above brand, product, or field marketing when a SaaS startup begins its climb.
But here’s the ugly truth: without structure, we are all doomed to live campaign to campaign. Every success feels like luck, every failure like a gut punch. You’ll waste energy chasing ghosts—leads that vanish, prospects who ghost you, and campaigns that crash and burn.
Over the years, I’ve distilled demand based marketing teams and programs into three stages and three non-negotiable promises!
1?? Demand 'Generation' Stage: If They Exist, They Will Hear of Us.
2?? Demand 'Conversion' Stage: If They Hear of Us, They Will Like Us.
3?? Demand 'Capture' Stage: If They Like Us, They Will Talk to Us.
(They = Your Future Customers!)
Promises I make to myself—and my team—every single year. For better or worse, we live by them.
And here’s the kicker: every oath deserves its own team of specialists. People who eat, sleep, and breathe their part of the puzzle.
Let’s break them down.
Oath 1: Demand 'Generation' - If They Exist, They Will Hear of Us
Explanation: Your prospects can’t buy from you if they don’t know you exist. Demand generation starts with ensuring your Total Addressable Market knows who you are. It isn’t just about volume; it’s about precision too. Every relevant buyer in your TAM should hear from you, repeatedly and consistently—because if they don’t, they will hear from your competitors.
Steps to Execute:
1?? Build the Database
2?? Scale Outreach
Key Metrics:
?? Pro Tip: Email and search ads are just Act 1. The real impact comes from reinforcement - events, SDRs, and programmatic campaigns.
Oath 2: Demand 'Conversion' - If They Hear of Us, They Will Like Us
Explanation: Awareness alone isn’t enough. To create intent, you must build trust and demonstrate you can solve their problems. People don’t just remember what you do; they remember how you made them feel. This is where prospects believe you can fix their challenges. The goal? Make them like you enough to explore more.
Steps to Execute:
1?? Speak Their Language
2?? Deliver Real Depth
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3?? Use Proof to Persuade
Key Metrics:
?? Pro Tip: Ungate valuable content. Force yourself to rely more on your content than your SDRs to convert.
Oath 3: Demand 'Capture' - If They Like Us, They Will Talk to Us
Explanation: This is where many companies stumble—they’re good at generating demand but fail to capture it. Small optimizations can create big wins: better landing pages can double SQL throughput, and responding to demo requests within minutes increases discovery call rates.
It’s also critical to identify prospects showing intent but not acting on it. These leads often convert the best. The handoff from marketing to sales must be seamless and timely, or valuable opportunities will slip through the cracks.
Steps to Execute:
1?? Optimize the Website. And then some more!
2?? Chase High-Intent Signals
3?? Arm Your SDRs
Key Metrics:
?? Pro Tip: Test every drop-off point relentlessly—forms, CTAs, hooks. Small tweaks yield big results.
Conclusion
Demand generation is more than a function—it’s a ticket to growth if done well.
?? Ensure your TAM hears you. ?? Give them a reason to care. ?? Drive them to action.
That's demand generation, conversion and capture for you!
The oaths around each of these stages - have guided me through successes and taught lessons in failure.
What’s your team’s version of these oaths?
Which one will define your strategy this year?
Digital Strategist | UX/UI Luminary | I Guarantee Impact-Driven, AI-Powered Design Forging precision-driven brand experiences with fierce honesty, hyperfocus, and unmatched strategic insight
1 个月Saumar Deka Interesting perspective, Saumar. Your framework is compelling, but let me challenge it with a thought: If demand generation is the foundation, isn’t it also dependent on something deeper—like product resonance and market fit? After all, awareness without alignment leads to noise, not traction. Suppose we reframe your principles slightly: 1. If they exist, do we truly understand them? 2. If they hear of us, do we solve a real pain point? 3. If they like us, are we easy to adopt? Demand generation thrives not just on structure but on empathy and iteration. The market listens when we speak their language, but are we listening first? Curious to hear your take—how do you balance efficiency with authenticity?