Shirofune, a leading platform in digital advertising automation, has unveiled new reporting and automatic optimization features. These enhancements now extend performance insights across the full marketing funnel, adding reach and frequency metrics to strengthen brand awareness initiatives.

Historically, advertisers have most closely focused on lower-funnel outcomes like clicks and conversions. But these measurements can miss the significance of long-term brand development and customer awareness. With this update, Shirofune enables marketers to measure upper-funnel performance in conjunction with direct response results.

The new integration adds reach and frequency tracking on Display and Video campaigns. This development allows advertisers to measure short-term conversions and long-term brand-building effectiveness, providing a holistic view of campaign performance.

“Our goal is to help advertisers manage the entire customer journey,” said Mitsunaga Kikuchi, Founder and CEO of Shirofune. “As ad formats evolve and upper-funnel activities expand, brands need automation tools that support awareness, consideration, and performance equally. With this update, we’re reinforcing our commitment to a truly comprehensive marketing automation platform.”

Supporting Full-Funnel Marketing Strategies

Upper-funnel marketing, often called TOFU (Top of Funnel), focuses on reaching new audiences and building awareness. These efforts target potential customers who are not yet seeking to buy but represent future opportunities. Common TOFU strategies include brand advertising, educational campaigns, and thought leadership initiatives that create demand and credibility over time.

In contrast, mid-funnel marketing nurtures interest and consideration by highlighting a brand’s value through informative content and comparisons. Meanwhile, lower-funnel marketing (BoFu) targets consumers ready to make a purchase, using tactics like retargeting or “Buy Now” calls-to-action.

By incorporating upper-funnel metrics into its automation and reporting systems, Shirofune helps advertisers balance immediate results with sustainable brand growth. The platform allows users to manage awareness campaigns alongside performance-driven efforts, ensuring data consistency across the marketing journey.

“Modern marketers must integrate all stages of awareness, consideration, and purchase for maximum impact,” Kikuchi added. “A unified full-funnel strategy ensures consistent engagement, stronger recall, and improved brand performance.”

Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.

News Source: Globenewswire.com

Mod Op, a full-service digital marketing agency, announced its acquisition of Ascend Marketing to strengthen its B2B marketing automation and data capabilities. The move aims to drive end-to-end growth through marketing automation, data-driven insights, and creative innovation.

Eric J. Bertrand, CEO at Mod Op, stated that brands increasingly seek marketing solutions that link strategy, automation, and creativity. “We’ve built deep trust as a creative and media partner,” he said. “With Ascend’s expertise, we can now deliver measurable, end-to-end growth for clients who want faster results from data-driven insights.”

This acquisition enhances Mod Op’s complete B2B marketing framework, offering a wide range of services including creative marketing automation, demand generation, CRM integration, and customer engagement strategies. Through this deal, Mod Op positions itself as a unified solution provider for modern B2B brands.

Laura Stevenson, Executive Vice President at Mod Op and former Ascend Marketing leader, expressed excitement about the partnership. “Our team is passionate about helping brands make marketing operations more efficient,” she noted. “By becoming part of Mod Op, we can expand our influence and provide more value to our customers.”

Ascend Marketing Expertise Bolsters Mod Op’s Data and Automation Capabilities

With customers like Verizon, Nokia, and RingCentral, Ascend Marketing comes with a successful history of marketing automation and CRM optimization. The agency’s emphasis on HubSpot and Adobe Marketo Engage enables brands to enhance lead quality and drive revenue through targeted engagement.

As a SOC 2-certified partner, Ascend ensures strict compliance and data security, meeting the highest enterprise standards. Its specialized services include:

• Customer Experience Strategy – Crafting tailored marketing journeys that enhance engagement and satisfaction.
• Data and Analytics – Leveraging advanced data architecture for improved marketing performance.
• Marketing Automation – Managing and optimizing Martech platforms like Marketo and HubSpot.
• Account-Based Marketing (ABM) – Designing targeted programs to accelerate pipeline growth and revenue outcomes.

Rich Herbst, Ascend’s Founder and Managing Partner, now EVP of Client Solutions at Mod Op, shared his thoughts: “We started Ascend to connect strategy with execution through data. Mod Op shares our vision of redefining what’s possible in B2B marketing and customer engagement.”

This acquisition builds on Mod Op’s ongoing growth strategy, which includes previous acquisitions of Image Media, Evans Hunt, LAM Design, RTO+P, Crenshaw Communications, and Context Creative. With these moves, Mod Op continues to expand its global marketing footprint while offering innovative, data-powered creative solutions.

Through these additions, Mod Op further builds its global marketing presence while providing innovative, data-driven creative solutions.

Based in Miami, Mod Op has a presence across several cities, such as Dallas, Los Angeles, Portland, New York, Philadelphia, and Toronto. The agency creates meaningful campaigns for top brands like Nestlé, Duracell, ExxonMobil, VTech, LeapFrog, DoubleVerify, and Baha Mar.

Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.

News Source: Globenewswire.com