Reframing the awareness funnel and lead nurturing strategies to increase B2B brand awareness and quality lead generation

Jennifer Montague

Journal of Brand Strategy, 2019, vol. 8, issue 2, 160-166

Abstract: 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.

Keywords: inbound marketing; lead generation; awareness funnel; intent marketing; brand awareness (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2019:v:8:i:2:p:160-166

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