Should we burn the marketing funnel?

WARC’s Americas editor Ann Marie Kerwin talks to creative marketing strategist and author Michael Fanuele about the tension inherent in balancing brand and performance marketing needs for start-up companies.

Where to listen

Timestamps

01:13 – The problems with the marketing funnel 07:07 – Brand campaigns that worked, and those that didn't 14:06 – performance tactics can also be emotional 16:16 – Smaller budgets in start-ups 19:47 – Some metrics don’t speak to the c-suite 23:30 – long-term brand building isn’t realistic for smaller companies

Further reading

Burn the funnel: A high-impact marketing model for businesses that can’t wait to grow

What we know about the theories of brand growth

The state...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands