Why the Funnel Broke
We all loved the funnel because it was predictable. Spend at the top, measure in the middle, close at the bottom. 🤝🏼
But the funnel has been evolving for years. First, we reimagined it as a flywheel—prioritizing lifetime engagement, not just the single transaction. Then came the spider web of touchpoints, a recognition that the customer journey sprawled across channels and devices.
Now? Well that’s what we are figuring out. To me, this is The Marketing Pinball Machine™ - chaotic, unpredictable, and full of unexpected bounces. The question is how to keep the pinball in play.
Rising CAC
What’s happening: Privacy laws (if I never get asked about Cookies again it will be too soon), tracking changes, and the tightening grip of Meta and Google have sent acquisition costs through the roof.
What to do: Maximize the value of each customer by maximizing how valued they feel. Are you proud of denying requests on a policy technicality, being penny-wise and pound-foolish, or are you building loyalty by exceeding expectations? That difference determines whether the ball stays in play.
AI (you knew this was coming)
What’s happening: AI answers are supplanting SEO. So not only does visibility no longer belong to you but your SEO strategies are increasingly futile as well.
What to do: SEO gives way to “AIO”. I am exploring new tools that monitor and optimize brand presence in AI results, because if AI is the new front door, we need a new key.
Algorithms
What’s happening: Followers ≠ reach. I’ll say it again. Followers ≠ reach. Platforms decide who sees you. Meanwhile, consumers are bombarded with ads everywhere, often without realizing it. Attention is fragmented. I mean… are you even still reading this far down?
What to do: Focus on authenticity. Create, and partner with those creating, content that cuts through and is authentic to your brand. In a pinball world, you need to catch the bounce, not just chase it.
Performance marketing plateaued
What’s happening: Pure pay-to-play is too expensive and too shallow to build equity on its own.
What to do: Balance performance with credibility. A fleet of micro-influencers with high trust will often outperform one overpriced influencer with a high follower count but low engagement. Reviews, creators, and friends persuade. Taglines on their own do not.
Customers do not move in straight lines. Today, marketing is about building credibility, creating authentic connections, and learning how to keep the pinball in play.
The brands that win will not be the ones with the biggest bag of quarters, but the ones that master the game.
