HOW TO SPLIT UP YOUR MARKETING BUDGET BETWEEN CREATING DEMAND VS. CAPTURING DEMAND

Summary from the TLDR Marketing newsletter

Two companies in the same category could have very different budget mixes for creating vs. capturing demand. Determine your total ad spend, the available demand for capture, and the size of your ICP on social channels for demand creation. Pair this data with historical CPMs to decide how much to allocate to each campaign type.