The funnel is dead.
Sorry, I’ll reword this in case there is confusion on this one. The marketing funnel (also, “conversion funnel” or “funnel”)…is dead.
It’s actually been dead for years. Vague in definition and absent any proof in its own proposed metrics, the funnel may have never even existed.
But Joey – if this is true (and it is), why do marketers still use a conversion funnel?
They don’t. Not today’s market leaders anyway. But they want you to…they need the 99 percent of digital teams to believe in authority over thinking.
Keywords over conversation. Funnels over feedback.
This is why the marketing funnel (a keyword-driven myth) owns Google search results, hashtags and social mentions, big speeches on YouTube, and blog post topics of big name hacks – ESPECIALLY the ones you’ve been taught were legit.
The social and search dominance is NOT because of relevancy – it’s simply because no one is speaking against it.
We both know they suck. I’m just telling you that you’re right, and I can prove it…
Think about the REALLY big names in marketing. Not just the TED Talkers, but the ones who really “help” the marketers, designers and aspiring tech entrepreneurs gain the secrets to business success.
- The inbound marketing pioneers
- The leaders in web analytics
- The major online marketing and web design publications
Sure, we keep these names in my Gmail inbox for C-level cool points, and to qualify those amateur at best below C-level when these names are referenced in meetings of real digital minds. But you know they’re full of shit…now let’s help you prove it.
Think about the marketing automation software companies that employ sales reps by the battalions. The ones who pioneered online lead generation and theories of a social web. One of them is likely sitting in your inbox, right now.
Notice the pushy conference call and demo request? Seems a bit of a paradox for online lead generation experts, don’t you think? If demand can be generated online, why are they calling you?
The Funnel is the “MAN” in the Marketing World
After consistent attacks from social networking, free content sharing, lead generation growth, blogging and [keyword unavailable] SEO – do you REALLY think that the customer moves in a linear fashion? And even if in one scenario, do you really think it’s your demand generation strategy that moves them?
Every contest has a loser. The Internet is no exception.
The funnel isn’t a magic formula, and its mediocre performance is NOT due to shifting technology. The lack of average conversion improvement is due to this model having zero connection to the pulse of the modern user. More than anything, it’s because of one absolute in the marketplace – demand cannot be generated via process of software.
It cannot be automated with templates, either. But it can be sold – and so can you. So to stay ahead, they feed you information and promise helpfulness using a completely different model from the one they want you to use. They use the unfunnel.
Imagine…you shop online and stumble upon a website with products that look interesting. What you find is endless offers that each seem to be tailored…to your specific needs? You search the site and scroll the blog…all great content.
Scroll down, and you see endless praise and further thinking with rapidly consistent response in the Comments section. All without a single complaint in sight?
Go to social…”Like” and follow these guys when you see the lack of bad vibes in the “Posts by Others” and the same for any mention externally on social. You have a reply – with an actual reward for your efforts.
Who are these guys? It’s as if this company heard your cynical rants – about bad products, worse design, and service that sucks. They even know the idiots you work with every day – by persona. Best of all?
The site wants to help you overcome the silos, create remarkable products, and get those products found online – not by the masses or even a segment…but an ever-growing exclusive tribe 100% relevant to your product.
Relevance to your brand = 100%
Product interest = 100%
Lead-to-Customer Ratio = 1:1
Your benchmark conversion rate = 100%
This is not a gimmick – it’s the unfunnel. And here, transparency and truth are proven to drive results, and your feedback determines the direction of our next project or pivot.
Thanks for being a part of the movement…