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The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy by Kim Ann King

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8. Programming, Part 1: Brand Awareness

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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.

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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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