Within the B2B space, 66-90% of the buyer journey is complete before a buyer reaches out to sales. B2B marketers employing marketing automation software, like Marketo, are able to nurture leads from awareness to conversion through tailored, informative content and track engagement to optimize digital campaigns. Progressive brand marketers are increasingly employing programmatic technology in a similar way to power their full-funnel marketing campaigns.
Mike Lamb, CCO, MediaMath spoke to Brian Morrissey, editor-in-chief of Digiday about automated technology applications moving from the B2B space to the B2C space and what that means for brand marketers vying for awareness, and ultimately long term loyalty and advocacy amongst consumers.
MediaMath has seen clients use programmatic for upper-funnel purposes (driving awareness) and lower-funnel purposes (driving conversion) but more and more, like the retail client mentioned at the Digiday Brand Summit, clients are looking to connect their brand awareness efforts throughto conversion strategies for a true full-funnel approach.
MediaMath’s retail client executed a number of campaign strategies to ensure that they created meaningful engagement to nurture consumers down the path to purchase.
Click here to see how this retailer executed a full-funnel approach using MediaMath’s TerminalOne Marketing Operating System™.