Share these talks and lectures with your colleaguesInvite colleagues
Reframing the awareness funnel and lead nurturing strategies to increase B2B brand awareness and quality lead generation
Many business-to-business organisations tend to focus their efforts predominantly on intent marketing strategies owing to the very nature of the buyer’s understanding of, and willingness to buy, their product. For the most part, this strategy makes sense — when someone is actively looking to buy your product or service, it is an easy win for your organisation. However, adding well-executed paid social strategies is an effective way to reach and educate a wider audience, nurturing their intent and feeding your lead generation machine. Intent marketing strategies are great at reaching a certain subset of your target market — but more needs to be done to reach larger audiences who may not yet have intent to buy your product owing to lack of understanding and knowledge of your brand and service. This paper, outlines tried and true strategies aimed at increasing brand awareness while simultaneously educating and nurturing intent.
The full article is available to subscribers to the journal.
Jennifer Montague is the Head of Growth at video marketing technology company TwentyThree, based in Copenhagen, Denmark, where she is responsible for the conceptualisation and execution of multichannel digital campaigns across global markets aimed at increasing customer acquisition and product adoption. She has been invited to present her scaling strategies at PPC Hero (2018), Art of Social (2019) and Inbound (2018 & 2019) conferences.