Marketing Funnel

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  Acquisition

  The Credibility Ladder: Aligning B2B Sales With the Modern Buyer Adoption Journey

  The historic marketing funnel, which treats buyers as leads to be captured, no longer reflects modern B2B buying behavior. Abdul Rastagar, co-founder of Sirona Marketing, offers up a new model: the buyer-aligned credibility ladder.

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  Acquisition

  AdRoll Report: Prospecting Ad Spend Dips 27% as Marketers Target the Bottom of the Funnel

  Facing an uncertain economic climate and wobbly customer sentiment, marketers are collectively tightening their belts and allocating more digital ad spend toward lower-funnel campaigns.

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  Acquisition

  Nielsen: Short-Term Failure to Build Brand Awareness Can Hurt Long-Term Sales

  Nielsen reports that during the pandemic brands concentrated more on trying to convert prospects into buyers rather than creating brand awareness.