The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. For decades, marketing 101 ...

Shorter video spots are more effective than previously thought at influencing consumers throughout the purchase funnel, a model that describes the customer journey from first seeing an ad to buying a ...

For a decade, marketing strategy was engineered to master Google’s “messy middle.” Today, the customer’s exploration and evaluation journey has migrated from the open web (PPC, Reddit, YouTube, ...

Primarily, the Funnel signifies the ratio of effort versus results. It is a measure of investment versus return, but it also defines the stages and processes involved in this journey of effort ...

The digital analytics industry has expanded rapidly, yet it continues to face a persistent challenge: explaining why customers behave the way they do. Despite widespread adoption of sophisticated ...

Last December, I introduced BEO, an acronym that represents three core strategies of acquiring customers online. Today we’ll revisit this concept and how we should think about marketing to visitors in ...