Brian León

Articles by Brian León

Senior Content Writer at Funnel, Brian has 10+ years of experience in marketing, journalism, content, communications and media.

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steering wheel
Data

Why data-driven decision-making beats intuition in marketing

Gut instincts have their charm. They’re quick, and they feel decisive. Sometimes, they even work. But relying on intuition alone is a gamble that CMOs...

A tortoise and a hare representing the fable about slow and steady winning the race
Marketing

How to balance brand and performance marketing

The way we measure marketing has a huge influence on where budgets go. And because performance marketing is easier to measure, it often receives more ...

Measurement

Best marketing mix modeling software for 2026

Marketing mix modeling used to mean hiring a consultant, waiting three to six months, paying six figures, and receiving a document thick enough to use...

TOFU MOFU BOFU
Marketing

Understanding the TOFU, MOFU, BOFU funnel model

For decades, marketers have relied on the TOFU (top of funnel), MOFU (middle of funnel), BOFU (bottom of funnel) model to map the customer journey. Th...

what is marketing analytics
Marketing

What is marketing analytics?

Marketing analytics is the practice of collecting, managing and analyzing marketing data to measure performance and make better decisions about where ...

building equipment
Marketing Data

What to consider before building marketing data pipelines

A marketing data pipeline is an automated system that collects marketing data from your marketing platforms, transforms it into a consistent format an...

Marketing

The ultimate marketing campaign checklist

Planning and launching a marketing campaign is like embarking on a journey across a sea of opportunities. It's an intricate blend of art and science, ...

data governance
Marketing

What is data governance (and why is it important)

In 2026, data governance has moved from a compliance checkbox to a strategic prerequisite for AI readiness, measurement accuracy and first-party strat...

ETL visual of a data pipeline
Data

What is ETL? Everything marketers need to know

Before you can build a report, spot trends or answer questions about performance, you need to prepare your data. It’s often scattered across platforms...

Visual for a marketing budget allocation setup with Funnel.io
Marketing

The complete guide to marketing budget allocation in 2026 (with free template)

The relevance of online marketing has grown significantly compared to traditional channels. Data from the Gartner 2025 CMO Spend Survey highlights tha...