How to Enhance your Brand Awareness | with Judy Shapiro

In this episode of the 1% Edge podcast, Carlos Nouche speaks with Judy Shapiro, CEO of Topic Intelligence and EngageSimply, about the intricacies of B2B acquisition marketing. They discuss the dual aspects of acquisition—demand generation and lead generation—and the challenges posed by traditional ad tech. Judy highlights the need for a shift from targeting personas to focusing on relevant topics that drive engagement. The conversation also delves into the impact of AI on search behavior and the importance of creating valuable, accessible content without gating it. Judy shares her journey in the industry, emphasizing the significance of curiosity and open-mindedness in navigating the evolving landscape of B2B marketing.

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‍Takeaways

• Acquisition in B2B includes both demand and lead generation.
• Brand awareness must lead to demand and actual leads.
• Traditional ad tech struggles with scale, surveillance, and brand safety.
• Focusing on topics rather than personas is more effective in B2B.
• Social media can enhance visibility and engagement for B2B brands.
• AI search prioritizes topic relevance over keywords.
• Gated content limits visibility and engagement; keep it open.
• AI is evolving, but trust and verification remain challenges.
• Curiosity and open-mindedness are essential for success.
• Topic Intelligence helps identify valuable topics for investment.

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Titles

• How to Enhance your Brand Awareness

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Sound Bites

• "Ad tech fails B2B in three fundamental ways."
• "Don't gate valuable content; let it be seen."
• "Stay curious and stay open-minded."

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Chapters

[00:00] Understanding B2B Acquisition Marketing

[02:33] Challenges in Traditional Ad Tech

[06:35] The Shift from Personas to Topics

[11:35] Leveraging Topics for Better Engagement

[22:04] Navigating AI in B2B Searches

[28:25] Judy's Journey and Insights

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