Two different jobs
Demand capture is harvesting: the intent already exists and you compete to be chosen. Demand generation is planting: you build awareness in buyers who are not searching yet. Most underperforming B2B accounts are pouring budget into capture for a category that is too small to capture from.
Getting the sequence right
If few people search for what you sell, Search keywords sit flagged "low search volume" and your ads never serve. In that case you generate demand first, often with outbound and LinkedIn, then layer in Search once the searches exist. We walk through a real example in Search ads don't create demand, they tax it.
Common questions
What is the difference between demand generation and demand capture?
Demand capture converts buyers who are already searching for a solution; demand generation creates the awareness and interest that comes before the search. Capture harvests existing intent, generation builds it.
Should I do demand generation or demand capture first?
If your category has little search volume, generate demand first with outbound and social, then add Search to capture it. Spending on capture before the demand exists wastes budget.