F*ck the Funnel and other Foolery

Confession time: the marketing funnel is a concept I never *really* fully grasped. Sure, I understand the idea of using different types of content for people at different stages in the buying process.

But, my own experience marketing to businesses (and buying my fair share of products) has diverged pretty drastically from the traditional funnel.

The fact is that buyers don’t behave the way that we want them to. They don’t spend hours carefully reading the content we’ve created in the order we created it for them. Their path through our content isn’t linear.

That’s not to say it isn’t measurable and actionable.

With the right content and the right tools, we can understand how buyers find and consume content. And, ultimately, how they become buyers.

inhabit