The Marketing Millennials 260 - The Marketing Funnel is Dead, Use This Instead, with Ashley Faus of Atlassian
May 30, 2024
Ashley Faus, Head of Lifecycle Marketing at Atlassian, discusses the death of the marketing funnel and the shift towards a playground approach. She emphasizes understanding audience intent, creating modular content, and finding the right distribution channels. Ashley highlights the importance of treating content as a product, mastering problem and solution spaces, and ungating most content for wider reach.
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Replace The Funnel With A Playground
- The buyer's journey is not a linear funnel; people enter, exit, and move sideways unpredictably.
- Treat audience journeys as playgrounds where users roam, not as strict funnel stages.
Three Content Depths To Structure Content
- Content depths break content into conceptual, strategic, and tactical layers focused on audience problems and solutions.
- These depths map to knowledge needs, not company-centric funnel stages.
Map Content By Intent, Not Funnel Stage
- Intent matters beyond buy/use: include learn, help, trust, and affinity intents in your strategy.
- Mix depth and intent deliberately; they don't map one-to-one to funnel stages.