Demand capture is the process of turning existing demand into revenue. Unlike demand generation — which creates interest — demand capture focuses on people who are already actively looking for a solution and ready to buy.
Think: bottom-of-funnel strategies that make it easy for potential buyers to find you right when they need you.
This often includes:
- Paid search ads targeting keywords like “best [product] for [use case]”
- SEO content that answers high-intent queries
- Comparison pages, pricing info, or product demo sign-ups
- Review site listings and affiliate content
The goal is to capture existing interest before your competitors do.
Example:
Imagine you sell a data security platform. Someone searches for “SOC 2 compliant tools for startups.” That person is likely evaluating solutions. If you’ve optimized a landing page for that exact search, or run a Google Ad for it, you’re capturing demand.
They’re already shopping — you’re just making sure they find (and choose) you.