Trends Report

Select Full-Funnel Agencies To Combine Precision With Persuasion Marketing

March 17th, 2023
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
With contributors:
Mike Proulx , Nikhil Lai , John Arnold , Ted Schadler , Lexie Lawhon , Demi Starks

Summary

Forrester defines full-funnel marketing as a strategy to combine brand equity with performance tactics to address consumers’ truncated, nonlinear purchase journeys. Compressing the traditional marketing funnel radically reconfigures the agency marketplace toward integration. Marketers looking for effective partners must account for the merge of brand and performance capabilities inside their agencies. This report helps B2C marketing executives select an agency partner that’s best suited to co-innovate.

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