How marketing can grow business via the missing middle adage.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adage.com Daily Mail and Mail on Sunday newspapers.
The conversation about brand versus demand marketing needs to change. Brands can’t rely on investing at the top and the bottom of the funnel and hope that everything connects. Here, we look at why marketers need to take control of the middle of the funnel to drive value.