8. Programming, Part 1: Brand Awareness


It’s time to plan the kinds of activities that will connect your company with your audience at each step of the conversion funnel, as illustrated in Figure 8.1.


Figure 8.1 Typical B2B Conversion Funnel.

Here’s what each of the steps in the typical B2B conversion funnel means:

Image Reach—Brand awareness initiatives that reach your audience through media and analyst relations as well as social media and public ...

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