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Two Marketing Strategies

Kai Lovel
Kai Lovel
1 min read

In my mind, there are two types of marketing strategies.

Demand Capture

  • Push marketing. Outbound. Short term.
  • Focus on capturing people who are solution aware - the 1%.
  • Run lead ads, to landing pages, with "free" downloads.
  • Spend 80% on running the ads (media), and 20% on the actual ads (creative).
  • Track everything.

Demand Generation

  • Pull marketing. Inbound. Long term.
  • Educate people who don't yet have a solution - or who aren't even aware they have a problem - the 99%.
  • Invest in creating valuable, shareable content and building community.
  • Spend closer to 50% on media/distribution, 50% on creative/content.
  • Understand that most of your "marketing" will happen in places you can't track. Podcast mentions, Slack messages, FB Groups, event conversations.

There is a time and place for both.

For more on this, see Theodore Levitt (customer needs), Chris Walker (demand generation), HubSpot (inbound)