8. Programming, Part 1: Brand Awareness

Image

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.

Image

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 ...

Get The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.