As programmatic, next best action, artificial intelligence (AI), predictive modeling, and other omni-channel strategies within healthcare provider (HCP) media gain rapid adoption, so too do we see a ...

In our Marketing Funnel Lexicon series, we have looked at how to balance marketing programs and drilled down into some specific top-funnel and mid-funnel strategies. Now let’s look at the final stage ...

The phrase “marketing funnel” might sound like a trendy business buzzword, but if you’re looking to increase profits and work with a steady stream of clients, you need to prioritize it. This funnel ...

I started my career in performance marketing. Direct and database marketing to be specific. And spent the first six or seven happy years of my life defining high-value audiences, developing test ...

Marketing strategies must be verified and proven with metrics and analytics. However, not all metrics and KPIs carry the same ...

Converged funnel. Flattened funnel. Collapsed funnel. The non-funnel funnel. The funnel has been such a powerful visualization for the buying process for so long that, even a decade into radical ...

The B2B marketplace has evolved rapidly in recent years due to various global factors, with the pandemic and economic turbulence being the top drivers. As a result, there has been a notable change in ...

In every job there’s a lightbulb moment when everything clicks into place and make sense. For me, in this role, it’s taken seven months of working at an ABM agency group for things to click into place ...

Is your funnel top-heavy, bottom-heavy or perfectly proportioned? This question has come to dominate budget discussions, almost more than raw value for money. And there is a good reason for our funnel ...