Mastering the Full-Funnel Strategy With Natasha Tibbetts of Swell Media

The key to a successful demand generation strategy is all about nurturing your audience throughout their entire journey, not just chasing the sale at the finish line. It’s a balance between strategy, creativity, and relationship-building, which is where this week’s guest truly shines. Meet Natasha Tibbetts, VP of Media at Swell Media. With a career spanning several decades and with a wealth of experience in strategy and media planning, Natasha has become a go-to expert in the B2B marketing world. Starting as an intern at an ad agency, she has since found her home at Swell Media, where she’s been making waves for nearly a decade. In just 15 minutes, Natasha and Ross break down the essentials of a full-funnel approach to demand generation. Natasha reveals her top strategies for balancing brand awareness with lower-funnel tactics, emphasising the importance of building trust and long-term relationships with your audience. Plus, she shares the most common challenges B2B marketers face, tips for overcoming them, and the most effective methods for demonstrating ROI for B2B customers. Demand Bites is the podcast that showcases the latest demand generation techniques and shares real-world strategies from industry peers that you can put to work right away. Chapter Markers: (01:18) Introducing Natasha and discussing her career journey in B2B marketing and advertising (02:52) The challenges of focusing exclusively on the lower part of the sales funnel (06:01) Balancing brand and demand for a full-funnel strategy (07:26) The best practice for implementing a full-funnel approach in B2B marketing (10:28) Discussing effective methods to demonstrate ROI for B2B customers, particularly in the context of long sales cycles (13:20) Addressing the most frustrating challenges in B2B  (15:23) Where to connect with Natasha on socials Useful Links: Natasha Tibbetts LinkedIn Swell Media Website