Five years ago, the playbook was simple: pour money into Google Ads, optimize landing pages, and watch customers roll in. Today? Those same clicks cost significantly more, AI assistants are reshaping search, and traditional demand capture is getting harder by the day.
While some startups struggle, others thrive. The difference? Understanding whether you're capturing existing demand or creating new demand.
Consider an accounting software company. They can capture existing demand by targeting businesses actively searching for solutions. But in Uber’s early days, people weren’t searching for "ride-sharing alternatives." They had to create demand.
Getting this wrong is expensive. Some startups burn through funding trying to capture non-existent demand, while others waste time trying to create demand when they could just capture it more effectively.
In This Post, We'll Cover:
How demand capture is evolving amid rising costs and AI-driven search
Strategies to build demand when there’s no existing market
How to determine which approach fits your situation
Demand Capture: Search is Changing
The old playbook of ‘spend on Google Ads and watch the leads roll in’ is getting more expensive—and less effective. The average cost-per-click (CPC) for Google Ads has been rising, with some industries seeing double-digit CPC increases year over year. At the same time, ad click-through rates (CTR) have declined, forcing marketers to spend more just to maintain visibility.
Search Behavior is Shifting
People are:
Starting their research in places like Reddit, LinkedIn, or TikTok instead of Google
Looking for social proof before visiting a landing page
This doesn't mean search is dead - it means adapting. Modern demand capture involves:
Leveraging peer trust. A single Reddit thread about your product can drive more leads than thousands in ad spend.
Optimizing for AI search. When someone asks ChatGPT, "What's the best tool for X?", you want to be included.
Prioritizing video content. Product reviews and comparisons influence late-stage buyers.
What's Actually Working Now
Successful demand capture strategies involve multiple channels:
Search Ads Need More Precision
Target very specific pain points ("quickbooks automation error fix")
Bid on competitor comparison terms
Use negative keywords to block non-buyer intent (e.g., 'free', 'open source')
But the real wins are coming from a wider view of demand capture:
Getting into AI Results
Building comprehensive product comparisons that AI models can reference
Creating clear, factual content about your product's capabilities
Maintaining accurate information on key review sites that AI assistants pull from
Leveraging Review Sites
Actively managing profiles on G2, Capterra, and TrustRadius
Encouraging reviews at the right moment in the customer journey
Video: The Overlooked Demand Capture Channel
Product demos rank well in search results and often convert better than text content
Decision-makers are increasingly using YouTube to evaluate tools
Technical tutorials and integration guides in video form are becoming key resources for buyers doing due diligence
The winning approach combines:
Short demos (2-3 minutes) that solve specific problems
Detailed tutorial content that shows depth and builds trust
Customer story videos that demonstrate real-world impact
The key is understanding that video isn't just about awareness - it's a crucial part of the buying process. When someone searches for "[Your Product] vs [Competitor]" or "How to use [Your Product]", video results often appear at the top of the search page.
Beyond Traditional Channels: Where Else Demand Lives
Industry-specific forums (Slack, Discord, Reddit)
Expert roundups and recommendation lists
Technical documentation that ranks for specific use cases
Demand Creation: Building Markets From Scratch
Capturing demand is easier—but what if people aren’t searching for your solution yet? Creating demand means making people realize they have a problem worth solving.
Social Media That Actually Works
Forget spray-and-pray posting. The landscape is shifting, and each platform has its own dynamics:
Best for: B2B tools, especially those selling to mid-level and senior decision-makers
Wins: Posts showing concrete results, breaking down industry problems
Avoid: Generic "thought leadership" and motivational fluff
Best for: Deep tech and developer tools
Wins: Technical deep dives, authentic community engagement
Avoid: Obvious marketing—Redditors hate it
Best for: B2C, humanizing B2B
Wins: Behind-the-scenes, educational content
Avoid: Corporate-style content that feels inauthentic
The "Twitter Alternative" Landscape
Twitter/X: Still viable but has platform risks
Threads: Growing professional audience, but engagement still developing
Bluesky: Strong tech community and rapidly growing user base, now open to all users
Best approach: Test across platforms while building your own direct channels (email, community) as backup
The key isn't being everywhere - it's picking one or two platforms where your potential customers actually spend time, while staying aware that these platforms can change rapidly.
Beyond Social: Creating Real Demand
While social media gets all the attention, the most effective demand creation often happens elsewhere:
Community Building That Works
Notion's ambassador program turned power users into advocates
Figma's educational partnerships created a generation of designers who expect collaborative design
Webflow's university program created demand by teaching the next wave of web designers
Building Referral Networks
Partner programs that focus on value creation, not just commission
Building relationships with adjacent service providers
Creating certification programs that actually mean something
Making it easy for happy customers to become advocates
Content That Shifts Perspectives
Original research that reveals hidden problems
Content that helps people rethink their current approach
Tools and templates that make new ways of working concrete
Events that bring together people facing similar challenges
The goal of demand creation isn't just awareness - it's changing how people think about their problems and what's possible.
Making the Right Choice: Capture vs Creation
The biggest mistake isn't picking the wrong strategy - it's not being clear on which one you need.
Choose Demand Capture When:
People are actively searching for solutions like yours
You have a clear competitor whose customers you can target
Your product fits into an existing category
You can explain what you do in terms people already understand
Choose Demand Creation When:
You're solving a problem people don't know they have
You're creating a new product category
The old way of doing things is so ingrained that people don't question it
Your solution requires a mindset shift
How to Test Cheaply
Start small ($100-500) on each channel
Look for early traction before scaling up
Test capture first—it’s easier to measure
Listen for organic conversations about your space
Signs You're On The Wrong Path:
High ad spend but low-intent leads
Views with no conversions
Spending too much time explaining basic concepts
Long sales cycles with heavy education required
High customer acquisition costs that aren't improving
The Real Test: What Happens Next
The line between demand capture and creation is blurring, and the best startups do both—capturing demand while steadily creating new markets through education and community.
But you can't do everything at once. If you're just starting out:
Existing market? Capture demand better than competitors
New category? Educate, build community, create demand
The best marketing isn’t just about getting attention—it’s about creating understanding. The platforms will change, but knowing whether to capture or create demand will always be the foundation of a successful growth strategy.
At LaunchWave Consulting, we understand the complexities of this evolving landscape. We help early stage B2B startups navigate the blurred lines between demand capture and creation, crafting data-driven strategies that align with your specific market and growth goals. Whether you need to refine your search tactics, build a thriving community, or create content that shifts perspectives, LaunchWave is your partner in building a sustainable customer acquisition engine. Contact us today to explore how we can help you capture demand, create markets, and achieve lasting success.
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