For decades, marketing 101 courses have taught and reinforced the very linear, very neat progression of the purchase funnel. Guiding marketing decision-making since its inception, it’s a rinse and ...

When everything ad-related is happening in real-time, it’s easy to lose track of where a sale actually started. In a funnel, online ad attribution company C3 Metrics says that brand awareness happens ...

For the last 50 years, CPG and retail brand building has been focused on chasing awareness. The theory is that top-of-funnel recognition will lead to consideration -- and if the brand is persuasive ...

Use this guide to automate your lead funnel in a way that scales your business while keeping your brand human.

Glance at an old-school marketing textbook, and you’ll probably see an image of a traditional marketing funnel—awareness, interest, desire, intent, evaluation and purchase. But the B2C landscape has ...

Earned, owned, and paid media no longer operate in silo. In-feed, they collapse into one thing. A creator post is social ...

For years, upper-funnel brand media has relied on metrics like awareness, reach, and recall. Those are useful indicators within marketing, but they rarely translate to useful metrics for a CFO or ...

While it’s difficult to prescribe what the end state will look like, an inspection of funnel metrics helps shed some light on ...

Successful companies create a highly effective sales funnel to turn audiences into customers. Your business can do the same. Can small businesses outperform their larger competition? Recent history ...

Integrating digital PR & SEO with a full-funnel strategy both influences audience behavior and top-three rankings in search engines. In my recent webinar with Search Engine Journal about how to earn ...