B2B marketers often focus on short-term goals that emphasize capturing existing demand to drive immediate sales, especially in early-stage companies. However, experts Andrew Breen and Colin White emphasize the importance of incorporating awareness campaigns alongside demand capture strategies to ensure long-term growth. Awareness advertising helps create new demand by reaching a broader audience and can be more cost-effective compared to solely targeting bottom-funnel keywords. Successful awareness campaigns require organizational buy-in, separate budgets, and predefined success metrics to distinguish their goals from demand generation efforts. While absolute performance is key, relative performance and anecdotal evidence also play important roles in demonstrating the effectiveness of awareness campaigns. By balancing demand capture with awareness strategies, companies can sustain growth and expand their market reach.