Trends Report

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

March 6th, 2023
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
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.

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