Companies across every sector are struggling to meet their pipeline goals as rapid shifts in the market have dramatically altered how prospects purchase software. In short, the traditional demand generation framework is no longer an effective strategy to build predictable and scalable pipeline.

Today, marketers need to start shifting their perspective on Demand Generation and start instituting a two pronged strategy to build their pipeline engines. Enter the concepts of Demand Creation and Demand Capture. While Demand Creation focuses on educating your market and shifting their mindset towards your solution or service, Demand Capture focuses on moving hand raisers or prospects with high intent to purchase through your funnel faster.

Biforcating your Demand Generation strategy into Demand Creation and Demand Capture enables marketers to focus on the right campaigns, content and tactics based on where their buyers are in their journey.