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You need to think like a media company
If you're a B2B SaaS company, you need to think about your top of the funnel like a media company, and here is why:
🤔 Creating content that educates and entertains people through the channels they prefer can help move them from unaware to brand aware in the awareness phase of their customer journey. The challenge is to find the channels where your ICP hangs out and then create content that fits that channel (e.g. authentic videos on TikTok, contrarian point of views explained through short, snappy threads on Twitter etc…).
🎬 You need to think like a media company or buy or partner up with a media company that your audience already loves, like Hubspot did with The Hustle.
☝️ If and when you do manage to nail your marketing at the top of the funnel and create awareness about your brand in the market, then you will see conversion rates improving at the middle and bottom of the funnel. People who already know your brand will be more likely to reach out when they need a product like yours and will be more responsive to your outbound activities.
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