Determining a budget split between upper and lower-funnel is a recurring topic in paid media. Upper-funnel campaigns (typically awareness and interest) create future demand, while lower-funnel ...

Account-based marketing (ABM) campaigns make it easy to precisely target the brands in your ideal customer profile (ICP) without a pricey martech platform. LinkedIn’s native targeting capabilities let ...

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 ...

Direct-response engagement costs, especially in the Google/Meta duopoly, have risen to a point of near-unsustainability for many performance marketers. Whether it’s Google’s CPCs increasing 10% year ...