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Glossary

Demand Capture

Demand capture is marketing aimed at buyers who are already in the market: they are searching, comparing vendors and reading pricing pages. Demand creation is the other half of the job: making people who are not yet looking aware of the problem, and of you, so they look later. Many teams use "demand generation" for both.

Demand capture: turning existing buyer intent into pipeline, by being present where in-market buyers look and converting them when they arrive.

Where demand is captured

  • Paid and organic search for category, problem and competitor terms.
  • Review sites and comparison pages.
  • Your own site's high-intent pages: pricing, demo and "vs." pages.
  • The conversion step itself: the demo request, the chat, the sign-up.

Why the conversion step matters

Capture channels bring buyers who have already decided to look. If the site then asks them to fill in a demo request form and wait for a reply, some of that intent is lost before sales ever talks to them (speed to lead covers the research). Improving the conversion step raises the return on every channel above it, which is why demand teams test the form, the chat and the booking flow as closely as the ads.

Demand capture vs. demand creation

Capture is limited by how many buyers are looking at any moment; creation grows that pool over time. The two are measured differently: capture on pipeline and cost per opportunity by channel, creation on reach and on the search and direct traffic it produces later.

Where Floe fits

Floe works at the conversion step. A visitor on a pricing or demo page can start a live, voice-led demo of your product immediately, and Floe qualifies them as it goes. Floe for demand generation covers it for demand teams.

FAQ

What is the difference between demand capture and demand generation? Demand capture converts buyers who are already looking for a solution. Demand creation makes more buyers aware of the problem and your product so that they look later. "Demand generation" is often used for both.

Which channels count as demand capture? Search, review and comparison sites, retargeting of people who already visited, and your own high-intent pages such as pricing and demo pages.

Related terms
Go-to-MarketThe strategy and execution plan a company uses to bring a product to its target customers and generate revenue.Demo Request FormA demo request form is the website form a prospect fills in to ask for a product demo, usually collecting contact details and a few qualifying answers before sales follows up to schedule it.Speed to LeadSpeed to lead, also called lead response time, is the time between a prospect getting in touch, for example by submitting a demo request, and the first response from your team.Buying SignalA prospect behavior or action that indicates readiness to purchase, used to prioritize sales outreach and timing.Marketing-Qualified Lead (MQL)A marketing-qualified lead (MQL) is a lead that marketing judges ready for sales follow-up, based on fit and engagement such as a demo request, repeated visits or content downloads.
Read next
Floe for demand generation →Replace the demo form →Stop sending high-intent visitors to a form →
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