Contributing writers:
Carole Lawson – Founding Partner, MarketStorm
Stephanie Sumner – Senior Marketing Advisor, Solvere
Let’s face it, when it comes to marketing, most business owners chase what works right now. That means spending the budget on things like Google Ads, Local Services Ads (LSAs), or SEO. And don’t get us wrong, those are essential tools. They help you capture people who are already looking for your services.
The challenge is that this marketing approach is practical only once a customer has identified a need for your services.
What if your ideal customer has never heard of you? What if they don’t even realize they have a problem you can solve? That’s where a balanced, full-funnel marketing strategy comes in. And at the heart of that strategy?
Two key concepts: Demand Generation and Demand Capture.
What’s the Difference Between Demand Generation and Demand Capture?
These terms are often used in marketing, but many people still mix them up or ignore one in favor of the other. Let’s break it down in real-world terms.
Demand Generation: Building Awareness Before They Need You
Demand Generation is about creating interest and awareness before someone actively searches for your service or product. It’s about planting seeds.
Common tactics include:
- Targeted cold email outreach
- Social media campaigns
- Billboards or out-of-home advertising
- Podcast sponsorships
- Educational blogs or YouTube videos
The goal isn’t necessarily to get a sale right away. It’s to build familiarity and trust so that when the time comes, your brand is the one they remember.
Demand Capture: Converting People Who Are Already Searching
On the other hand, demand capture is about swooping in at the right moment, when someone is already in the market and looking to make a decision. This is where tactics like Google Ads, SEO, LSAs, and referrals shine.
These leads are high-intent and ready to convert. But here’s the catch: if they haven’t heard of you before, your ad may not stand out, or worse, they might scroll right past it.
Why You Need Both: The 70/30 Rule of Thumb
Many businesses make the mistake of relying entirely on demand capture. It’s faster, easier to measure, and, for now, it brings in leads. But over time, if you don’t have fresh people entering your funnel, your lead flow dries up, your cost-per-click goes up, and your ads get stale. You end up paying more and getting less.
That’s why savvy marketers live by the 70/30 rule:
- 70% of your budget and effort should go to Demand Capture
- 30% should go to Demand Generation
Startups and newer businesses should flip that ratio, spending 60-70% on Demand Gen until they’ve built a recognizable presence in their market.
How Solvere Helps You Win the Upper Funnel
Most agencies are great at handling your Google Ads, LSAs, and SEO, and that’s great! However, few focus on what happens before someone even considers typing your business name into a search bar.
That’s where Solvere steps in. Solvere specializes in crafting prospect email campaigns that reach your ideal customers before they search for you. These aren’t spammy blasts. We’re talking about:
- Carefully curated prospect lists
- Personalized messaging
- Thoughtful timing
Whether you’re targeting homeowners, business decision-makers, or niche audiences, Solvere gets your brand in front of the right people early.
Why Awareness Matters More Than You Think
People are more likely to click on ads from brands they’ve seen before. Studies show that a brand awareness lift can increase click-through rates by up to 80%.
So, when your future customers see your brand in an ad after seeing one of your emails or social posts? Boom, they’re more likely to engage.
It’s not magic. It’s marketing psychology.
A Strong Top of Funnel Supercharges Your Bottom Line
Here’s how building a stronger upper funnel translates to real results:
- Your ad performance improves
- Your cost-per-click drops
- Your conversion rate increases
- Your customer acquisition costs are going down
Solvere builds that foundation, so your entire funnel runs smoother and smarter.
What Happens If You Skip Demand Gen?
Let’s look at both sides of the coin:
- If you skip Demand Generation: Your pipeline dries up. You’re always chasing hot leads but never creating new ones.
- If you skip Demand Capture: You build awareness but miss the chance to convert.
You need both. It’s not optional if you want long-term, sustainable growth.
Real Results: Why This Strategy Works
Let’s say you’re a home services company.
You add Solvere’s prospect email strategy to your existing Google Ads and LSAs. Within three months, here’s what you might see:
- A 25-40% drop in cost-per-lead
- An uptick in branded search traffic
- A higher conversion rate from your paid ads
- A stronger referral network (because more people have heard of you)
Ready to start strengthening your upper funnel? Growth doesn’t come from ads alone. It comes from building a system, one that generates new interest, captures intent, and nurtures lead all the way to conversion.
Solvere helps you own the upper funnel, so every other part of your marketing works better.
Because when people already know your name? Everything else gets easier.
