ClickZ

JANUARY 12, 2024

The emergence of platforms like TikTok has revolutionized how brands connect with their audience, adding layers of complexity and opportunity. updates, eCommerce brands are now facing a growing challenge: gaining clear visibility into the performance of their media mix channels.

Advertising Agencies 105

Advertising Agencies Top of Funnel Marketing Attribution ROAS 105

Act-On

FEBRUARY 16, 2024

Audit existing email nurture campaigns for performance Do you have engagement programs scheduled to kick off after a prospect attends a webinar, downloads content, or takes other actions with your brand? If so, that’s a great first step. The second is figuring out how to make those lead nurturing campaigns work harder.

Lead Nurturing 197

Lead Nurturing Lead Scoring Lead Ranking Top of Funnel 197

Act-On

APRIL 10, 2024

And it takes an average of 20 touches with a brand before a prospect becomes a potentially successful lead for the sales team. She entered our funnel through a partner, visited our homepage and about page, downloaded a guide to implementing automation software, and signed up for a webinar about comparing marketing automation providers.

Lead Ranking 164

Lead Ranking Lead Scoring Marketing Qualified Leads Sales Qualified Leads 164

Martech

APRIL 23, 2024

Cox Automotive has spent the past two years building a more complete picture of prospects and clients, including combining role, engagement and product purchase data from across its brands into a centralized location. At the top of the funnel we focus on which emotional benefits drive Canadian families to choose Sobeys.

Top of Funnel 68

Top of Funnel Analytics De-duplication Work Management 68

Sprout Social

APRIL 9, 2024

In October 2023, I interviewed for a VP of Social and Content Strategy role for a very well-known and established brand. We’ve seen brands like The North Face and Stanley 1913 blow up recently because of their social listening efforts and I can guarantee you those teams have built-in budgets and autonomy to be able to act quickly and swiftly.

CMO 92

CMO Top of Funnel Thought Leadership Marketing Funnels 92

Scoop.it

APRIL 11, 2024

Current trends indicate marketers rate webinars as an effective channel for brands to connect with a target audience. Below are the benefits of a webinar and why it’s necessary for your brand’s content curation strategy. Webinars provide a platform for real-time interaction between your brand and its audience.

Webinar Metrics 85

Webinar Metrics Top of Funnel Marketing & Strategy Marketing Strategy 85

Top Rank Marketing

MARCH 25, 2024

Even as brands rightfully embrace the humanity of professional audiences, it still must be acknowledged that buyers in B2B experience contrasting motivations, challenges and dynamics in their journeys compared to consumers. Address the full funnel with your SEO content.

Top of Funnel 106

Top of Funnel SEO Long Tail Marketing B2B 106

ClickZ

FEBRUARY 24, 2023

I also discuss what makes it great for top-of-the-funnel brand awareness. Let’s find out how marketers can capitalize on Meta’s reach to help build their brand identity. Moreover, for most brands, Meta remains the sole channel capable of delivering the necessary scale. But it’s not just about choosing Meta.

Top of Funnel 124

Top of Funnel ROAS Digital Marketing Funnels Funnel Advertising 124

Envy

APRIL 24, 2024

Paid user acquisition campaigns (the term we also lovingly call PPC) - when executed with your target audience’s needs, concerns and pain points in mind - can create effective awareness around brands, products and service offerings. This, however, is only true when keeping your target audience in mind every step of the way - or funnel.

Acquisitions 62

Acquisitions Campaigns PPC Marketing & Strategy 62

Choozle

NOVEMBER 14, 2023

Paid search advertising is a highly effective lower-funnel channel that reaches potential customers when they are close to conversion. Research by Google and Microsoft Advertising – the two largest paid search platforms – found that paid search ads can also raise brand awareness by as much as 80%. Think about it…. the awareness stage).

Top of Funnel 80

Top of Funnel Paid Content Paid Search Agency Funnel Advertising 80

Martech

FEBRUARY 8, 2024

Too often, companies focus SEO efforts on driving traffic with top-of-the-funnel content and keywords. In B2B, the opportunity is in optimizing for bottom-of-the-funnel queries and conversions. Higher conversion rates The bottom-of-the-funnel (BOFU) content is all about conversions. So, why start from the bottom in B2B?

Top of Funnel 121

Top of Funnel SEO B2B Paid Search Agency 121

Top Rank Marketing

JANUARY 22, 2024

Here’s how you can build a solid structure for measurement and measure top, middle and bottom of funnel objectives. Top of funnel metrics To measure how influencers are driving awareness and brand interaction, use these metrics: Potential Reach This is a rough estimate of how many people your influencers can get your message in front of.

Top of Funnel 107

Top of Funnel Lead Ranking ROI Marketing Qualified Leads 107

Martech

MARCH 11, 2024

Customers often share this explicit information in return for tailored experiences, spot-on recommendations or exclusive benefits, enriching the personal connection between your brand and its audience. It’s essential to discern at which stage in the funnel your advertising investment is utilized and yields the most return.

Cost per Acquisition 130

Cost per Acquisition Multi-Touch Attribution Data Hygiene Top of Funnel 130

Blue Flame Thinking

MARCH 28, 2024

A strategic marketing plan is like a funnel. Use a marketing funnel strategy. The 3 Critical Phases of the Marketing Funnel There are many models varying in sophistication levels that offer ways to approach the marketing funnel. Three key phases of the marketing funnel drive this action.

Marketing Funnels 65

Marketing Funnels Top of Funnel Paid Content Paid Search Agency 65

Contently

MARCH 22, 2022

It seems simple at first—at least that’s what most brands think when it comes to SEO strategy. By following the conventional SEO best practices above, you may be able to grow your organic presence, get top-of-funnel traffic, and help your customers a little. 3 ways your brand can level up its SEO strategy.

Top of Funnel 188

Top of Funnel SEO Brand Identity Branding 188

Contently

JANUARY 26, 2023

Content marketing is the broad strategy for moving customers through a sales funnel from top to bottom using different kinds of information at the top, middle, and bottom to achieve different goals. With thought leadership, brands build trust with potential customers and expand reach at the top of that funnel.

Thought Leadership 194

Thought Leadership Top of Funnel Peer-to-peer Digital Marketing Funnels 194

Sprout Social

JULY 25, 2023

Brands need the context social media metrics provide to meet today’s dynamic consumer space and take their business to the next level. It’s critical to track how well your brand awareness campaigns are running. However, mid-funnel efforts cannot be brought to fruition unless you capture more of that hard-earned, top-funnel traffic.

Marketing Analytics Tools 140

Marketing Analytics Tools Social Media Top of Funnel Analytics 140

Martech

APRIL 25, 2024

“Among the largest ad spenders, CTV (69%) and social video (70%) are considered ‘must buys’ because of their ability to deliver both scale for branding at the top of the funnel and performance outcomes at the bottom of the funnel,” said Chris Bruderle, VP, industry insights and content strategy, IAB, in a release.

Spending 59

Spending Paid Search Agency Top of Funnel Video Marketing 59

The Marketing Blender

MARCH 22, 2024

Whether it’s boosting brand awareness, generating leads, or improving conversion rates, setting clear and measurable goals is crucial. If no one knows about your brand, awareness is the top priority. Bear in mind that organic SEO is usually a long-term strategy that helps fill top of funnel (awareness and nurture).

Paid Content 97

Paid Content Sales Management B2B Marketing Marketing Strategy 97

Oktopost

JANUARY 25, 2024

Social media is not just about creating a buzz; it can be a powerful tool for strategically influencing your customers at every stage of the sales funnel. Forrester’s customer life cycle framework for social media, comprising seven stages, emphasizes the cyclical and non-linear nature of customer-brand relationships.

Social Media 69

Social Media Top of Funnel Webinar Metrics B2B Thought Leadership 69

Martech

OCTOBER 30, 2023

Look for influencers whose audience aligns with your target market and collaborate on content that showcases your brand or message. What would be a well-defined strategy for running a TikTok campaign designed to drive awareness and top-of-funnel engagement for a B2B brand? Please list five numbered steps.

Campaigns 105

Campaigns Top of Funnel Best Practices Marketing AI 105

Heinz Marketing

SEPTEMBER 29, 2022

Most of us marketers are focused on a traditional revenue funnel – cone-shaped with awareness at the top and purchase at the bottom. At the top stage of the funnel, you have prospects who are aware of your brand. This stage is the widest part of the funnel with a large number of leads. What is a Bow Tie Funnel?

Top of Funnel 121

Top of Funnel Allocation Churn Rate Lead Scoring 121

Convince & Convert

APRIL 12, 2024

Nevertheless, we know it takes much more work to manage a brand on social media. This includes the importance of social media for discovery, reputation management, community building, and brand awareness and engagement. 55% of consumers discover brands for the first time on social media, according to Sprout Social. What’s yours?

Social Media 138

Social Media ROI Media Cross-Selling 138

Oktopost

SEPTEMBER 28, 2023

The buyer journey has changed, making it difficult for sales teams to guide leads through the sales funnel. You can take part in attracting leads to your brand through social selling , and the benefits of this strategy are endless. You can do this in several ways.

Top of Funnel 135

Top of Funnel Social Media Ideal Customer Profiles Work Management 135

Martech

MARCH 11, 2024

However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term brand affinity and demand generation.

Efficiency 93

Efficiency Marketing Automation Services Lead Ranking Brand Identity 93

Martech

MAY 3, 2023

Key takeaways: Understanding the three marketing funnel stages is crucial for creating a smooth user journey. Leading readers down the marketing funnel naturally is crucial for creating a seamless user journey and boosting conversions. Understanding the marketing funnel Let’s talk about the marketing funnel.

Top of Funnel 102

Top of Funnel Lead Scoring Lead Ranking Marketing Automation Services 102

Choozle

NOVEMBER 21, 2023

As customer expectations and behaviors change, brands must adapt their omnichannel marketing plans and key performance indicators (KPIs) to stay relevant. Fewer than 20% of marketing executives truly understand how their brand-building campaigns are performing.

Relevance 85

Relevance Digital Marketing Funnels Funnel Advertising Customer Satisfaction 85

Contently

DECEMBER 13, 2022

As your prospects move through the buyer’s journey, good storytelling helps ensure your brand is top of mind, especially when it’s time to make a purchasing decision. Regardless, fitting smaller stories into your larger brand narrative and defining where they fall within the funnel will drive a lot of your strategic decisions.

Storytelling 135

Storytelling Top of Funnel Sales Qualified Leads Conversion 135

Oktopost

APRIL 9, 2024

Novel formats, channels, and technologies like TikTok and ChatGPT are now driving forces behind buyer interest, opening up new ways for B2B brands to raise awareness about their products. Higher ROI- By bringing in higher-quality leads and shortening their time in the sales funnel, you’ll see higher returns on your marketing spend.

Demand Generation Agencies 62

Demand Generation Agencies Demand Generation Demand B2B Marketing 62

Stevens & Tate

MARCH 31, 2024

Brands need to focus on using AI to make shopping more fun for customers while also making sure their privacy is protected and that everything is easy to use, no matter where they’re shopping. By tailoring the sales funnel, businesses can more effectively identify where customers are in their journey and determine appropriate actions.

Trends 59

Trends Allocation Advertising Agencies Paid Search Agency 59

Martech

DECEMBER 4, 2023

Getting real with upper-funnel expectations We need to rethink how we approach the early stages of marketing traditionally focused on brand awareness. Tracking upper-funnel and B2B activities is challenging but feasible. Many media platforms provide brand lift studies.

B2B Marketing 110

B2B Marketing Trends B2B Planning 110

Stevens & Tate

NOVEMBER 29, 2022

Not all buyers are created equal, and depending on what stage in your sales funnel a buyer lands can dictate the type of marketing they’re ready to receive. In order to accomplish this, though, you must know exactly who your buyer is, where they are in your sales funnel, and what content they need. Consideration.

Top of Funnel 111

Top of Funnel Media Funnel Advertising Marketing Funnels 111

Trade Press Services

MARCH 4, 2024

From bylined articles to informational videos, content helps prospects learn about brands and gather information about their products and services. However, it’s equally important for brands to position themselves as a part of the current conversation in their industries. This is a key attribute of any thought leader.

Top of Funnel 80

Top of Funnel Trends B2B Thought Leadership Buyer Personas 80

illumin

JANUARY 9, 2024

As an integral part of a full-funnel marketing experience, retail media aims to target consumers at or near the place of purchase, encouraging conversion. Lower-funnel activities like this are important for engaging customers throughout their buying journey and in retaining brand interest after a purchase has been made.

Top of Funnel 105

Top of Funnel Advertising Agencies Funnel Advertising Emarketing 105

Contently

FEBRUARY 22, 2023

Much of that video content is pure entertainment , but consumers are itching for branded videos. In response, brands are investing more in video marketing content than ever to meet such strong engagement and potential ROI. But UGC can also meet middle and bottom funnel goals such as leads and sales.

Top of Funnel 148

Top of Funnel Video Marketing Marketing Strategy Marketing & Strategy 148

Ahrefs

MAY 16, 2023

Each marketing funnel is split into three stages: Today, we’ll be talking about top-of-the-funnel marketing. Top-of-the-funnel marketing refers to the marketing strategies and tactics used to create awareness of your brand or product. TOFU is the content you create—be it … Read more ›

Top of Funnel 95

Top of Funnel Marketing Funnels Marketing & Strategy Tactics 95