In this session, you will learn:
•    How Moody’s shell company campaign generated awareness through 40+ press articles including in Bloomberg, CNN & Fortune, paid & organic social posts, digital ads, an interactive data story, campaign landing page, email outreach, blog posts, a podcast and a webinar
•    Success measures for middle of the funnel consideration
•    How this translated into leads
•    How Moody’s combines marketing tactics for maximum effect

Did you know that only 3-5% of your target audience is ‘in market’ to buy your products or services at any given time?  Campaigns focused on lead generation are missing the opportunity to serve the 95% - 97% of buyers who haven’t yet reached the bottom of the funnel.
Drawing on 30+ years of B2B marketing experience, Christine will share how Moody’s conducts original research to create hero content (ungated) for full funnel campaigns.  
Attendees will come away with an understanding of the power of executing fully integrated campaigns that meet the needs of buyers wherever they are in their journey, not just the 3-5% who are ready to buy right now.