Why B2B Marketers Shouldn't Mourn the Death of the Funnel
b"People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space.
Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge.
The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the funnel more like a swarm of flies. People seem to swarm around our content until, finally, and unpredictably, they qualify for a call.
Carman believes there's something better than a funnel or a swarm, and his agency delivers that something better."