We, marketers, like it so much to build funnels.  For example, like this one:                          Acquisition                           Activation                           Retention                           Revenue                           Referral And there is a point in using them. ROI proved it. Also, it works amazingly well in board rooms when you talk to your CFO or CEO, even sales. It's good; it's #trackable, it's #predictable, it's #KPI focused. But there is a slight problem with it. The buyer's journey is not linear. It never was linear, but it was much easier to track it and put people in categories, aka boxes, aka funnels. What changed? It's the inherent nature of people to be willing to be less tracked. We had GDPR, now iOS 14, then iOS 15, at some point, we will lose cookies, and we will have only server to server tracking or nothing. Yes, exactly!  We are Going back to the '90s, with its free, private, and liberal internet. It is going to be inherently harder to sustain those funnels. What is the solution? Become a media company and act like one! Clutch.co., a #b2b comparison site created https://themanifest.com/, a media platform meant to give insight and business wisdom about innovations. Just think about it? Would it be a credible source! Yes, they have tens of journalists working for them. What is their market? All sorts of digital agencies and companies looking to hire them, this crowd is interested in innovation. It sounds like a match, made in heaven. While you are still thinking about starting that podcast, vlog, Linkedin, or video series, these guys - GO BIG! In markets with high competition, this is the way to go. Be a leader, not a follower!