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Tahir Kheshgi explores how full-funnel strategies help brands capture evolving consumer intent, strengthen search visibility, and drive stronger business outcomes through connected customer journeys.
Brands that adopt a full-funnel digital strategy are seeing up to 45% higher ROI and a 7% lift in offline sales compared to single-stage campaigns.
Yet the real question goes beyond performance metrics: how does this shift actually reshape consumer search behaviour and intent? As audiences move fluidly between discovery, comparison, and conversion, search is no longer a standalone function but part of a continuous journey shaped by multiple touchpoints.
“The CDP is not gonna grow your first-party data. You need a full funnel strategy to drive your first-party data… And all research actually still tells us that the full funnel still drives bottom funnel metrics,” said Tahir Kheshgi, General Manager – MENA, Home of Performance.
Tahir took the stage at Vibe Marketing Tech Fest, Dubai, to explore how brands can align performance marketing, search strategy, and audience insights to create stronger full-funnel engagement and long-term growth.
Three things Martechvibe learned from his talk;
1. Search performance improves when brands build intent early
Consumers rarely convert after a single interaction. Brands that invest in awareness, education, and storytelling earlier in the funnel create stronger intent later, improving search efficiency, lowering acquisition friction, and increasing conversion quality across paid and organic channels.
2. Full-funnel visibility creates smarter optimisation opportunities
Focusing only on bottom-funnel metrics limits growth potential. Connecting awareness, engagement, search behaviour, and conversion data helps marketers understand how different touchpoints influence decisions, enabling more effective budget allocation and stronger long-term campaign performance.
3. Consumer journeys now require connected channel strategies
Search no longer operates independently from social, content, or video platforms. Audiences discover brands across multiple environments, making integrated channel strategies essential for maintaining visibility, reinforcing relevance, and guiding consumers consistently from discovery through to conversion.
