Mexican Media Brands
Pipeline’s Secret Weapon: Full Funnel Marketing
Why pipeline’s secret weapon is full-funnel marketing (and how to prove it).
#brandbuilding
Share
Customer expectations have skyrocketed to new heights, and it’s harder than ever to cut through the noise and seamlessly push them through the funnel. Connected, full-funnel marketing is essential to building long-term brand affinity and generating pipeline. To get to grips with the importance of full-funnel marketing, B2B Marketing interviewed more than 200 B2B marketers alongside interviews with senior marketers and subject matter experts. What did those marketers have to say when asked about the realities of time, budget and resources spent on full-funnel activity? Read more
RELATED CONTENT
-
Shifting Landscape of Technology Is a Never-Ending Education
Brent Donaldson, Senior Editor, Modern Machine Shop and Additive Manufacturing Magazine discusses how the shifting landscape of technology that all of Gardner’s writers and editors cover is a never-ending education. If we are truly doing our jobs, we will never feel like we’ve mastered them. As I continue writing and reporting for AM and MMS, it’s easy to imagine how these technologies’ interdependency will continue to grow. It also seems clear that this kind of reporting — the kind that requires editors to experience and share new manufacturing technologies and strategies — is the kind of reporting that only Gardner can produce with any depth. I’m grateful to be part of it.
-
Building a B2B Brand Starts with Stories, Not Standards
Want to make the shift from a product-focused to a purpose-driven brand? Then you need to get at the stories that matter most to shape your brand, and then get them into the hands and hearts of the people who matter most. Chris Schermer discusses how to start with the experience to develop truly complete and compelling brand experiences.
-
Understanding Brand Affinity
An approach that seems to help understand customer behavior regarding brand loyalty and insistence is the work done by experts who look at customer brand involvement as a combination of involvement and emotional content. An understanding of customer behavior finds that insistence for brands will vary based on either the brand's personality or the brand's reflection of the buyer's personality. There is an important distinction between identification with a brand and a belief that the brand identifies with you.