There is no top of funnel anymore

Over coffee with Paul Alves he casually said, 'There’s no top of the funnel anymore.'

It made me smile.

I knew we had to unpack that idea—so we recorded the conversation.

Here it is:

Key Insights:?

1. The End of the Traditional Funnel:? The notion of a clear "top of the funnel" has become outdated. Buyers no longer follow a predictable, linear path—interacting with brands across a variety of touchpoints like websites, events, social media, and offline ads. The focus should shift from pushing leads through a rigid funnel to nurturing relationships across these different stages and channels.?

1. The Complexity of Attribution:? Attribution is a growing challenge, as buyers engage with multiple touchpoints before making a purchase. It’s hard to say or factor which interaction we are looking at—the website visit, the event, or the email—was the most influential. Sometimes, the most important engagements happen behind the scenes, like repeated exposure to a brand that leads to recognition and trust.?

1. Look Beyond the Metrics:? Metrics like volume, velocity, and conversion rates are still important, but they only tell part of the story. Instead of obsessing over whether someone clicked on an email or downloaded a whitepaper, it’s crucial to focus on the bigger picture: building brand awareness, trust, and a consistent presence across all touchpoints.?

1. Traditional Marketing Principles Still Matter:? Even in a digital-first world, the basics of marketing—such as studying the market, clear messaging, knowing your audience, and positioning your brand—remain essential. No matter how many digital tools or performance metrics come into play, these traditional approaches form the foundation for success. Without them, even the most cutting-edge strategies may fall flat.?

1. Brand Visibility Over Immediate Engagement:? Buyers may not always interact with your content immediately, but consistent exposure across channels builds mental availability and recognition over time. The goal is to stay top-of-mind, so when the buyer is ready, they recognize your brand as a trusted solution. This gradual, persistent brand presence can often be more powerful than any one-off interaction.?

1. Adapting to Change:? As new technologies like AI and machine learning continue to evolve, it’s crucial to stay agile and keep refining strategies. However, even as the tools and platforms change, the fundamentals of strong messaging through audience understanding remain the backbone of any successful marketing approach.?

Conclusion:?

The traditional "top of the funnel" no longer makes sense in the current marketing environment. Instead of trying to force customers into a linear process, marketers should focus on building a holistic, consistent brand presence across all . Over time, this will lead to stronger relationships and greater trust. While new tools and technologies are important, the timeless principles of clear messaging, audience understanding, and brand positioning will continue to be the key to success.?

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