Why funnels are failing

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• Why your “funnel” is costing you buyers – and what today’s actual journey looks like

• 93% of buyers say video builds trust. Are you leading with it? 

• How to win deals before the first call

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DEEP DIVE

You know that perfectly manicured funnel on your whiteboard?
The one that starts with “Awareness” and ends with “Customer”?

Yeah. It's about as useful as a fax machine in 2025.

Modern B2B buyers aren’t stepping through stages. They’re jumpin’ around on a web—Googling obsessively, pinging their group chats, watching webinars on 2x, ignoring your sales emails, and making up their own damn minds before they talk to your rep.

It’s time to stop marketing like we’re on rails—and start embracing the chaos. Just a pinch 🤏

The funnel is gone. The web is real.

77% of B2B buyers say their last purchase was very complex.
Makes sense when there are 6–10 stakeholders and 13 content pieces driving the convo (only 8 of which you created).

So no, the journey isn’t:

1️⃣ See ad
2️⃣ Download ebook
3️⃣ Book demo
4️⃣ Buy

It’s:
🔁 Read a LinkedIn post
🔁 Ask Slack community
🔁 Read 3 blog posts
🔁 Watch a YouTube demo
🔁 Ghost sales
🔁 Circle back 2 weeks later
🔁 Loop in finance
🔁 Demand proof of ROI
🔁 Maybe buy (if your content didn’t suck)

If you’re still marketing like buyers move in straight lines, you’re gonna be invisible.

Buyers don’t want sales. They want answers.

Only 17% of the journey involves talking to vendors.
Worse: 29% actively avoid it.

They show up more prepared than your newest SDR. If your content doesn’t answer their questions? They’ll bounce faster than you can say “book a discovery call.”

Your blog, site, and socials need to do the work.

Why video is the MVP of the nonlinear journey

Buyers are self-educating. Meet them where they are.

• 93% say video builds trust

• 95% retention for video vs. 10% for text

• 83% prefer video product tours over docs

• Short-form video = #1 B2B format

🚨 TL;DR: If you're not using video, you’re losing deals you didn’t even know existed.

Trust is the new lead gen

Still gating your “Ultimate Guide to ROI Optimization”?

Whomp, whomp. ☹️

But your buyers are already reading peer reviews on G2, lurking in Reddit threads, and DMing friends in the industry.

Here’s what earns trust now:

• Thought leadership that doesn’t pitch

• Video content with real humans and zero jargon

• Social proof from someone who looks like the buyer

• Educational content that gives before it asks

Hot take: If your content feels like a pitch slap, stop posting. Buyers want proof, perspective, and personality—not fluff.

What you should actually be doing

Let’s keep it real:

✔️ Ditch the funnel. Build a web.
Design for nonlinear behavior. Think modular ecosystems, not step-by-step drip campaigns.

✔️ Invest in "loop content."
Each piece should stand alone and connect:
Blog ➡️ Video ➡️ Podcast ➡️ Case Study

✔️ Go video-first.
Turn your top blog into a YouTube binge. Cut demos into short reels. Prioritize formats people actually consume.

✔️ Be present before you’re invited.
SEO, LinkedIn, Slack threads, search-friendly YouTube—don’t wait for them to hit “Contact Sales.”

✔️ Win on trust, not tricks.
No dark patterns. No gated fluff. Give away value like you’re already #1—because that’s how you become it.

Here’s how to use video like a pro:

The takeaway: B2B buyers don’t follow a funnel. They follow each other. Show up early. Show up often. Show up trustworthy. Because the marketer who educates? Wins.