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Growth aspirations continue to pressure budgets and delivery of marketing impact.

That is why many companies are adopting a full-funnel marketing approach

- to become more relevant to their customers,

- to devise a more accurate picture of marketing’s overall effectiveness,

- and generate more value with better-targeted market spending.

With its implementation, we need to know that it isn’t just about doing more across each stage of the funnel. it’s a total shift in how marketing works. It helps us understand how each of the stages impacts the others for a complete customer experience and demands very close team collaboration to utilize the complete range of marketing capabilities to increase the impact.

More about Why every business needs a full-funnel marketing strategy you can follow up in the McKinsey article.

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