Most brands think they have a demand problem. In reality, they have a demand creation problem.

After auditing dozens of performance marketing programs, here’s what we keep seeing:

Nearly all of the budget is going to demand capture — channels that only work if buyers are already in-market.

Think:

• Branded search
• Retargeting
• Shopping ads
• Affiliate
• Bottom-of-funnel paid social

In some cases, 90%+ of spend is locked into these lower-funnel tactics.

These channels work but only to a point. Without upstream demand generation, you eventually run out of buyers to capture.

Demand Capture Is Not Demand Generation

Demand capture converts existing demand. Demand generation creates it.

If your pipeline is slowing down, CAC is rising, or ROAS is flatlining, it’s not because your capture tactics are broken, it’s because your brand isn’t seeding intent earlier in the journey.

Put simply: You can’t convert what doesn’t exist.

The Trap of Over-Reliance on In-Market Audiences

When your strategy leans too hard on capture, you’re only targeting the sliver of people who are:

• Actively researching
• Comparing vendors
• Ready to buy right now

That group is limited and expensive.

You’ll eventually hit a wall when:

• Your branded search volume plateaus
• Your retargeting pool shrinks
• Your competitors flood the same auctions

And if you’re not bringing new buyers into the funnel consistently, your pipeline dries up.

What Real Demand Gen Looks Like

True demand generation isn’t just running top-of-funnel ads.
It’s creating mental availability before someone’s in-market.

It’s planting the seed so when the need arises, your brand is already top-of-mind.

Here’s how high-performing teams are doing it:

• Allocating 5–10% of media spend to prospecting and awareness channels
• Running creative that educates, evokes emotion, and builds trust
• Using platforms like YouTube, Meta, TikTok, OTT/CTV, influencers
• Excluding existing customers to avoid wasted impressions
• Measuring impact across the full funnel — not just last-click

The Payoff: Pipeline That Compounds

When you consistently generate demand, you:

• Feed your retargeting pools with fresh, relevant audiences
• Lower blended CAC over time
• Create more predictable, scalable pipeline growth
• Stop fighting over scraps at the bottom of the funnel

Brands that invest early and often in demand gen build an unfair advantage.

How to Start (Without Blowing Up Your Media Mix)

You don’t need to overhaul your budget.

Start by reallocating just 2–5% toward true demand gen campaigns.
Test prospecting campaigns with creative that focuses on education and affinity, not just conversion.

Watch what happens to your pipeline 30–60–90 days later.

If it’s working, double down.

Feeling like your performance has plateaued?
We’ve helped dozens of teams rebalance their mix to unlock stalled growth, without tanking CAC or ROI.

Need a second set of eyes on your current setup? We’re happy to take a look.