by Nneka Keshi, Global Marketing Leader
For years, performance marketers have been laser-focused on conversions—driving clicks, optimizing CTAs, and scaling ad spend for immediate returns. But what happens when your pipeline starts drying up? When you’ve maxed out your audience and hit a growth ceiling?
The reality is, the next era of growth won’t come from performance marketing alone. The rules are changing, and the brands that win will be those that integrate brand marketing into their performance strategies.
Full-Funnel Marketing: The Future of Sustainable Growth
If you’re still relying solely on bottom-funnel conversion tactics, you’re missing out on long-term scalability. The next stage of growth lies in full-funnel marketing, where performance and brand strategies work together to build, nurture, and convert audiences over time.
This means:
✅ Expanding beyond direct response campaigns
✅ Investing in awareness-building content that educates and engages
✅ Positioning your brand as a must-have, not just a one-time transaction
Brand marketing isn’t just about visibility—it’s the engine that drives future demand. Without it, performance marketing loses momentum, and acquisition costs skyrocket.
Case Study: Full-Funnel Marketing in Action
A great example of this strategy is Old Mutual, a financial services company that blended brand awareness with performance marketing.
By running Meta Advantage+ shopping campaigns (focused on sales) alongside awareness-driven video campaigns, they achieved:
🚀 3X more incremental purchase conversions
🚀 A stronger pipeline of engaged, high-intent audiences
This is proof that when brand and performance work together, the results compound.
Read the full case study here: https://lnkd.in/ddxvE7mp
What This Means for Performance Marketers
1️⃣ If you want to drive sustainable growth, you need to build brand equity.
2️⃣ The brands that invest in storytelling, awareness, and engagement today will dominate tomorrow.
3️⃣ Full-funnel marketing isn’t an option—it’s the key to staying competitive.
