FUNNELS VS. FLOWS

Summary from the TLDR Marketing newsletter

Most B2B marketers rely on content funnels, but content flows are more effective. Funnels assume a linear path: ad, landing page, download, email nurture, and purchase. However, B2B buyers jump between channels and expect a seamless experience. Content flows meet them where they are and guide them naturally. Create interconnected content, where each piece leads to the next, such as linking a YouTube video to a blog or encouraging email sign-ups through blog content. Break down silos by having SEO, social, and email teams collaborate to ensure all channels align with a shared goal.