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February 12, 2013
David Raab The Marketing Funnel is Dead: Here's What Will Replace It
By David Raab
Okay, I freely admit that headlines like “the marketing funnel is dead” are a cheap trick to attract attention.

But I swear I came by this one honestly. Too tired to do any serious work on a recent plane flight, I scanned a random white paper that argued the traditional idea of a funnel didn’t capture the need to treat customers individually as they move towards a purchase. So far my head was nodding in agreement plus maybe a little drowsiness. But then came the punch line: instead of a funnel, marketers should think of managing each customer’s progress as a process, which is best represented – wait for it – as an escalator.

Now I was fully awake, and not in a good way. How is an escalator any less linear than a funnel? Have I missed some crazy new form of multi-path escalator networks? Maybe so: I don’t get out much, and who knows what these kids today are up to? But assuming that’s the not case – and I do after all read Twitter – the escalator analogy is no better [...]

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Today's Top Videos:
Here's Why Google Doesn't Turn Off Toolbar PageRank Here's Why Google Doesn't Turn Off Toolbar PageRank
Google's Matt Cutts is back online, he's been steadily putting out new Webmaster Help videos on a daily basis. It will be interesting to see how long this continues. [...]
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Here's Eric Schmidt's Entire Cambridge Speech [Video] Here's Eric Schmidt's Entire Cambridge Speech [Video]
Google executive chairman Eric Schmidt continues to make headlines. In fact, though he handed the CEO reins to Larry Page in 2011, he may still grab more headlines than page thanks to things like his imaginative speeches and a recent trip to North Korea. [...]
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First Clip From jOBS Hits The Web [Video] First Clip From jOBS Hits The Web [Video]
Entertainment Tonight has posted the first clip we've seen from the upcoming Steve Jobs biopic jOBS, starring Ashton Kutcher and Josh Gad as Jobs and Steve Wozniak. The clip features the duo in a scene talking about Wozniak's operating system. [...]
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Recent Articles:
Why should a customer buy from you and not a cheaper alternative?
Right now, Google is showing your prospective customers the details of all your competitors – including those competitors who charge less than you.

So, your prospective customers now know you’re not the lowest priced provider. The question is: How do you plan to convince them that you’re worth the extra money?

Generic marketing promises do not work
We are in the worst economic situation in living memory and your prospective customers are thinking a LOT harder, before they spend their [...]
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Marketers still need to learn some basic HTML LinkedIn's New Ads API Offers Powerful Tools for Marketers 5 Things For Marketers To Love About The New Myspace
I have recently been blogging for the Huffington Post and they use Six Apart‘s Movable Type blogging platform. Moveable Type was my second blogging platform after converting from Noah Grey’s Greymatter that I started using back in 2000. [...] LinkedIn has become a very powerful social network for connecting business professionals, and an incredibly useful platform for B2B marketing. LinkedIn introduced its new Ads API to select businesses in November 2012, giving advertisers new ways to create custom tools and solutions to get more out of LinkedIn Ads. The new Ads API offers [...] Myspace is back, and you’re probably already thinking about the best jokes you can share about its return. It’s hard to remember a brand launched with such dramatically low expectations as MySpace – but if my first [...]
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