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So, you know what? I’ve been thinking a lot lately about marketing funnels—like, really thinking. You hear people talk about them all the time, right? “Top of the funnel,” “middle of the funnel,” “bottom of the funnel”—it’s like they’re describing some kind of weird kitchen gadget. But honestly, I wonder if it still makes sense in today’s world.
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I mean, don’t get me wrong—I totally see where the idea came from. Back in the day, when TV ads ruled and newspapers were how you found out about new stuff, the funnel actually kind of worked. You’d see an ad, get curious, maybe call a number or go to a store, and eventually buy something. It was linear. Simple. Predictable.
But now? Come on. People don’t behave like that anymore. Think about your own behavior. When was the last time you saw an ad and just went straight to buying? Probably never. Instead, you Google it, read reviews, watch YouTube videos, ask your friends on Instagram, maybe even stalk the company’s TikTok for a week. There’s no straight path—it’s more like a maze with loops and detours.
And yet, marketers keep drawing these neat little funnel diagrams like everything still flows smoothly from awareness to purchase. It feels… outdated. Like using a flip phone in 2024. Sure, it technically works, but is it really serving you?
Let me tell you a story. A friend of mine runs a small skincare brand. She poured money into this beautiful funnel campaign—Facebook ads at the top, email nurturing in the middle, discount offers at the bottom. She tracked every click, every open rate, every conversion. And guess what? Sales didn’t move much. She was frustrated. “I followed all the rules!” she said. But here’s the thing—her customers weren’t following her funnel. They found her through a viral TikTok made by a customer, then checked Reddit threads, then waited three weeks before finally buying during a flash sale they heard about from a newsletter they subscribed to two years ago. Her funnel didn’t capture any of that.
That’s the problem. The traditional marketing funnel assumes control. It assumes we can guide people step by step. But in reality, customers are in control now. They jump in and out, skip steps, come back later, compare ten brands at once. They don’t care about our neat little models.
And don’t even get me started on post-purchase. The old funnel ends at “purchase,” like that’s the finish line. But we all know it’s not. What happens after someone buys matters way more now. Do they leave a review? Do they refer a friend? Do they come back? That’s where loyalty and advocacy live—and the funnel barely acknowledges it.
Some people have tried to fix this by adding stages, like turning the funnel into a loop or even a flywheel. Which, okay, I get it—that’s smarter. But sometimes it feels like we’re just slapping bandaids on an old model instead of asking if the whole thing still fits.
Also, let’s talk about personalization. Today’s tools let us tailor messages like never before. So why are we still treating everyone the same way as they move down a generic funnel? One size does not fit all. My path to buying running shoes is going to be totally different from my neighbor’s, even if we end up buying the same brand.
And what about content? The funnel says “top = educational content,” “bottom = salesy stuff.” But I’ve bought things after reading a super informative blog post at the “top,” and I’ve ignored pushy discount emails at the “bottom.” Intent matters more than stage.
Another thing—social media has completely changed the game. A single tweet can spark awareness, consideration, and purchase all at once. Remember when that coffee brand went viral because someone posted a video of their dog stealing a bag? Thousands of sales in a day. No funnel needed. Just chaos and luck and human connection.
Don’t misunderstand me—I’m not saying funnels are useless. They can still help us organize our thinking. They give teams a shared language. They help plan budgets and map out campaigns. But we’ve got to stop treating them like gospel. They’re a tool, not a law of nature.
I think part of the issue is that we love frameworks. Our brains crave order. So we create models to make sense of messy human behavior. But people aren’t predictable. Emotions, timing, context—those things mess up even the cleanest funnel.
And let’s be real: data can trick us too. Just because analytics show a nice progression from click to conversion doesn’t mean that’s how it actually happened. Attribution is a nightmare. Did the Facebook ad really cause the sale, or was it the third podcast mention they forgot about?
Plus, in B2B especially, decisions involve multiple people over long periods. One person might start at the top, another joins at the bottom, and the budget approver only shows up at the last minute. How does a linear funnel handle that? It doesn’t. It oversimplifies.
I’ve also noticed that smaller companies often feel pressured to “build a funnel” because that’s what the gurus say. So they spend months setting up automation, lead magnets, drip campaigns—only to realize nobody’s engaging. Meanwhile, the brand down the street is growing fast just by being authentic on social media and building real relationships.
Maybe effectiveness isn’t about the funnel at all. Maybe it’s about being helpful, trustworthy, and present when people need you—even if they don’t follow your script.
And what about retention? Most funnels focus on acquisition. But keeping customers is cheaper and more profitable. Shouldn’t we have an equally detailed “retention funnel”? Or better yet, a “relationship journey” that keeps evolving?
I’ve seen brands succeed wildly without ever mentioning funnels. They focus on community, storytelling, value. They listen more than they pitch. Their “marketing” feels like conversation, not manipulation.
But then again, in big corporations, funnels are tied to KPIs, reports, quarterly goals. It’s hard to measure “being human” on a dashboard. So we default to what’s measurable, even if it’s not meaningful.
Here’s a thought: maybe the funnel isn’t broken—we’re just using it wrong. We treat it as a customer journey when it’s really a business process. It helps us manage touchpoints, not understand people.
What if, instead of forcing customers into our funnel, we mapped their actual journeys? Followed their real paths? Learned from their behavior instead of trying to control it?
Some companies are doing this with journey analytics and AI. They’re spotting patterns, yes—but not forcing people into stages. They’re adapting in real time.
And emotionally? Funnels feel cold. Transactional. Like we’re processing leads, not connecting with humans. But marketing used to be about relationships. Remember when local shop owners knew your name and what you liked? That felt good. That built trust.
Now, we automate everything. But people still want to feel seen. Not as data points, but as people.
So is the marketing funnel effective? Well, it depends. If your goal is to systematize outreach and track conversions in a controlled environment—sure, it can work. But if you’re trying to build real connections in a chaotic, fast-moving world? It’s probably holding you back.
Maybe we need to retire the funnel metaphor altogether. Or at least evolve it. Make it squiggly. Make it circular. Make it alive.
Because here’s the truth: people don’t move through funnels. They wander, explore, react, connect, and decide—on their own terms.
And if we want to be effective, we need to meet them there—not where our slide deck says they should be.
So yeah, I guess the funnel isn’t dead. But it’s definitely not the whole story. And maybe, just maybe, it’s time we stopped pretending it is.
Q&A Section
Q: So, should I stop using marketing funnels completely?
A: Not necessarily. They can still be useful for planning and internal alignment. Just don’t treat them as the complete picture of how customers behave.
Q: What should I use instead of a funnel?
A: Try thinking in terms of customer journeys, ecosystems, or flywheels. Focus on listening and adapting rather than controlling the path.
Q: Don’t funnels help with measuring ROI?
A: They can, but be careful. Attribution is tricky. A funnel might show a path, but it doesn’t always show the real reason someone bought.
Q: Are there any industries where funnels still work well?
A: Possibly in simpler, low-consideration purchases—like impulse buys or basic products with short decision cycles. But even then, external influences matter.
Q: How do I balance structure with flexibility in marketing?
A: Use frameworks as guides, not rules. Set goals and strategies, but stay open to changing tactics based on real customer behavior.
Q: Can personalization fix the funnel’s limitations?
A: It helps a lot. Personalized experiences feel less “funnel-y” and more relevant, which builds trust and engagement.
Q: Is the funnel model hurting creativity in marketing?
A: Sometimes. When teams focus too much on moving people down stages, they might miss opportunities for genuine connection or viral moments.
Q: What’s one thing I can do tomorrow to improve beyond the funnel?
A: Talk to real customers. Ask how they found you, what mattered to them, and what almost stopped them from buying. Their answers will surprise you.
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