Most of your prospects aren’t currently seeking your product or service. This audience needs education and consistent nurturing so that when the time comes, they not only understand the problem you solve but also recognize you as the go-to solution in your industry. By staying top of mind, you’re positioned as the clear choice when their need arises.
Customer Acquisition is a strategic marketing approach focused on creating interest and demand for your product or service. It involves identifying your target audience and delivering content that highlights two key points: first, making them aware of a problem they need to solve, and second, positioning your solution as the ideal answer. The ultimate goal is to generate inbound leads—prospects who proactively reach out to you, requesting a demo or proposal, driven by the value and insight you’ve provided.
On the other hand, approximately 5% of your prospects are actively searching for your product or service right now. The focus here is on Demand Capture—positioning your brand where these prospects are looking and effectively persuading them to connect with you. This involves being present and visible in the right channels and ensuring that your messaging compels them to take action and engage with your offerings.