In a full-funnel approach, top-of-funnel awareness campaigns (video, social, programmatic display) are designed to feed mid-funnel nurture (content, retargeting, email), which in turn feeds bottom-funnel conversion (high-intent search, landing pages, personalized offers) — with data flowing back up the funnel to continuously refine targeting.
The core benefit is compounding: awareness activity improves conversion rates on later touchpoints, and conversion data improves targeting for awareness campaigns, creating a reinforcing loop that isolated, single-channel campaigns don't produce.