How French Companies Plan to Build Their Brand Awareness in 2024

While LeadGen has long dominated marketing efforts at the expense of branding, French B2B decision-makers seem increasingly aware that sustainable growth requires both — and that awareness is the foundation upon which lead generation performs.

Key data from our Barometer

Brand awareness and image have returned to the top of B2B marketing priorities in France. After years of being squeezed by performance-driven budgets, brand investment is back on the agenda.

The channels French companies plan to activate

• Events and trade shows (first choice for brand building);
• Video content and social media;
• Thought leadership and editorial programmes with specialist media;
• Display and programmatic advertising for reach.