From digitally native businesses dipping a toe in the upper funnel through OTT ads to legacy brands struggling to hold their brand marketing budgets accountable, the last year has forced a long-foreseen reckoning when it comes to upper funnel marketing.

So how can you activate the full funnel and ensure that marketing contributes measurably to your core business objectives?

The answer: unsiloing your marketing channels, diversifying your media, and accurately attributing touchpoints at every stage of the customer journey.

Our panel of experts will guide you through strategies to identify those key touchpoints in the right channels for your target audience, craft a thoughtful engagement strategy to nurture them down the funnel, and build a detailed measurement plan that unlocks access to the budget you need to iterate and drive performance.

You’ll learn how to:

• Speak the language of your finance team to open up budgets and measure how effectively upper funnel initiatives support core business objectives
• Build a powerful cross-channel upper funnel strategy that drives qualified downstream demand
• Connect your upper funnel marketing and your lower funnel direct response campaigns to ensure a cohesive customer experience at every touchpoint