Lara Balazs on marketing budget justification
From is the marketing funnel dead? 👀 insights from @Adobe CMO Lara Balazs #canneslions #adobepartner · · Taylor Loren
“It helps you when you're sitting at the boardroom table because it sounds more concrete.”
On , Lara Balazs, Chief Marketing Officer & Executive Vice President of Global Marketing at Adobe Inc., spoke about marketing budget justification during is the marketing funnel dead? 👀 insights from @Adobe CMO Lara Balazs #canneslions #adobepartner on Taylor Loren.
About Lara Balazs
Lara Balazs, Chief Marketing Officer and Executive Vice President of Global Marketing at Adobe, spoke on a panel at the Cannes Lions festival about the evolution of the marketing funnel. She stated that the funnel is no longer linear or conical, but still provides a useful mental model for marketers. Balazs noted that touch points traditionally associated with the bottom of the funnel, such as product reviews or comparisons on TikTok, are now functioning at the top of the funnel, and that earned media can now operate at both brand and demand generation levels. Balazs argued that focusing solely on bottom-of-funnel metrics would "mortgage your future" and that marketers should also invest in brand-building, which she described as "demand creation." She said that using this terminology helps marketers advocate for budgets and demonstrate value in boardroom settings because "it sounds more concrete." Balazs concluded that despite the funnel's non-linear nature, it remains a useful tool for budget advocacy and that creativity continues to matter.