Why the Funnel Is Dead (And What Actually Drives Growth Now)

Perpetual Traffic

Tier 11

Entrepreneurship, Business, Marketing

0.0 • 0 Ratings

🗓️ 31 March 2026

⏱️ 31 minutes

🔗️ Recording | iTunes | RSS

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Summary

Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think.

In this episode, we challenge the entire concept of the traditional funnel. We look at why spending more doesn’t always mean scaling, and how improving conversion rates, content, and product pages can outperform increased ad spend. We share real examples, from Amazon ad spend cuts with zero revenue loss to brands hurting themselves by turning off Meta.

We also unpack media efficiency ratio, the halo effect across platforms, and why content is now inseparable from paid media.

In This Episode:

- Spending more on content and listings to boost ROAS

- Insights from Amazon ads case studies

- MAP pricing and arbitrage when selling on Amazon

- Why siloed attribution is misleading

- Media Efficiency Ratio (MER) vs last-click metrics

- Marketing history of soap operas

Mentioned in the Episode:

Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply

Part 1: The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/

Transcript

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0:00.0	Hey, before we get in today's show, my marketing manager finally convinced me to run a wild
0:04.6	experiment in this episode because he wanted to prove what the conversion engine can do for your
0:10.2	brand. So we are giving away three of our $10,000 deep dive audits for free.
0:26.2	In this audit, and this isn't one of those audits that you get from some AI-generated bot, this actually takes us two plus weeks, seven or eight of our team members, and it is
0:32.5	incredibly in-depth.
0:34.4	It will give you insights into your media buying, your creative, your actual business
0:38.8	metrics, and find it exactly where the gaps are and where your growth is stalled and what we
0:44.0	can do about it or what you can do about it when you get the audit.
0:48.2	Now here's the catch.
0:49.3	We only have three spots.
0:51.0	So head on over to tier 11.com forward slash audit right now. Fill out the form and let's see how we can scale your business in the coming year.
0:59.9	Spending more isn't going to result in better sales. What I would rather do is like maintain current spent or even if you have to take a little bit of our spent, invest in.
1:07.1	If you are selling on Amazon and your Amazon looks extraordinarily great, it might not be because your Amazon agency is so brilliant.
1:16.7	It might be because...
1:18.1	We had a client that wanted to turn off all their Facebook ads bun.
1:22.1	It's not working well.
1:22.9	And we said, hey, like, just be mindful.
1:25.6	You're going to have immediate mer now, but it's going to hurt you long term
1:29.5	and within three months we saw you're listening to perpetual traffic hey real quick if you're looking
1:38.4	to get your brand in front of gross minded marketers CMOs directors of marketing and agency owners
1:43.1	we're opening up our sponsorship
1:44.9	spots for Q1 and Q2.
	...

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