Trends Report

Deploy A Full-Funnel Marketing Strategy To Combine Precision With Persuasion

March 6th, 2023
With contributors:
Mike Proulx , Nikhil Lai , John Arnold , Ted Schadler , Lexie Lawhon , Rachel Birrell

Summary

The compression of the traditional marketing funnel causes persuasion (brand) to collide with precision (performance) marketing. This creates opportunities for companies to align their marketing experience with consumers’ truncated, nonlinear purchase experiences. Our data shows that one-third of B2C marketing leaders plan to integrate creative and media assignments to boost marketing’s impact, and a growing number of agency providers are evolving to deliver marketing across the complete customer lifecycle. The marketing industry collectively refers to this as “full-funnel marketing.” This report helps B2C marketing executives implement a full-funnel marketing approach.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.