By Michael Feeley

In 2021, many marketers label the measurements prized by their 20th century counterparts – including ‘reach’ – as ‘vanity’ metrics. Those hard-nosed, battle-hardened digital marketers tend to dismiss such upper funnel metrics as soft at best and meaningless at worst. Instead, they and their modern-day wisdom (along with the desire to prove worth quickly to their bosses), prefer to look towards lower funnel metrics, such as sales accepted opportunities or return on investment (ROI).

On the face of it, there’s not too much wrong with that way of thinking. After all, in both B2B Read full story ›

Source: The Drum