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

More from Perpetual Traffic

1. 

   E791 · 14 Apr 2026 · 54 min

   5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.

   Are you scaling ad spend but getting worse results? If your ROAS looks amazing while your growth stalls, you might be optimizing for the wrong thing, and it’s costing you more than you think. In this episode, I sit down with Scott Desgrosseilliers from Wicked Reports to break down one of the best case studies we’ve ever run at Tier 11. After five consecutive missed forecasts, we made a bold move and achieved incredible results. We cut over 90% of Amazon spend and reallocated the budget to top-of-funnel channels. The result? Four straight quarters of growth, lower customer acquisition costs,…

2. 

   E790 · 7 Apr 2026 · 22 min

   Stop Saying This on Sales Calls (It Hurts Your Deals)

   Apply for our free $10,000 audit of your digital strategy: https://www.tiereleven.com/audit Why do some prospects respect you while others walk all over you? When you feel like you’re chasing the sale instead of controlling it, you’re already losing. Neediness kills deals, and most marketers don’t even realize how often they signal it. In this episode, we revisit a conversation I had with Oren Klaff on why traditional sales tactics, including being polite, agreeable, and even “professional,” actually sabotage your results. We get into frame control, status dynamics, and the subtle behaviors…

3. 

   E789 · 3 Apr 2026 · 21 min

   Why Pausing Meta Ads Based on CPA Is a BIG Mistake!

   Has your business growth stalled? You need to audit all aspects of your marketing strategy to uncover the reasons. We are giving away our $10,000 audit process to a few brands. Book your spot: https://www.tiereleven.com/audit Ever been told to cut your losers and let your winners run? It sounds simple enough, but what if this popular advice is actually hurting your ad performance? In today’s episode, we’ll uncover why focusing on CPA (Cost Per Acquisition) might be misleading and what you should do instead to optimize your ad strategy. Tier 11’s John Moran walks us through an experiment…

4. 

   E787 · 27 Mar 2026 · 25 min

   The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now

   Is your digital strategy outdated? Let our experts audit it and give you the blueprint you need to scale. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Are your ads blending in, allowing cheaper competitors to win? If you’re still leading with product features and price, you’re playing a losing game. The real question is: are you selling what the product does or how it makes people feel? Today, we break down a major shift we’re seeing with Meta and modern performance marketing, where brand storytelling is no longer optional. We walk you through a real case study…

5. 

   E786 · 24 Mar 2026 · 18 min

   Your Comments Section Is a Sales Floor. Is Anyone Working It?

   Are you burning cash on the wrong strategy? Share a few details about your brand, and we’ll show you exactly where you’re leaking profit. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Is the classic sales funnel dead, or are we just missing the point? Your customers aren't following a simple, linear path anymore. They're multitasking, researching, and engaging in ways we can't afford to ignore. In today’s episode, we talk about the overlooked power of post-click interactions, specifically the importance of responding to comments. We break down why engagement on…

6. 

   E785 · 20 Mar 2026 · 37 min

   Still Relying on Old Funnels? Here’s What's Working in Meta Ads Right Now

   Stop guessing. Get the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Is your Meta ad strategy outdated? If you're still running campaigns with a rigid funnel approach, you're probably missing out. In this episode, we break down the evolving landscape of Meta campaigns and share insights on how to cut through the noise. We explain why targeting not just existing customers but new and engaged audiences is necessary for driving real growth. Lauren walks us through her "Five Horsemen" strategy, view-through vs. click-through…

7. 

   E810 · 6 Oct 2026 · 48 min

   The Unified Marketing Strategy Behind MyFitnessPal's 220 Million Users

   What's the real cost of running brand and performance marketing as separate teams? It is more than most marketing leaders want to admit. When every dollar is judged on last-click conversions, you're capturing existing demand while the pipeline of future customers dries up. I sat down with Jon Chang from MyFitnessPal, the category-leading nutrition app now inside ChatGPT Health, to break down how he runs brand and performance marketing as one system. Jon shares how his team runs roughly 700 creatives at once and tests new messaging for just $100–$300 a week. He also explains how moving off a…

8. 

   E809 · 29 Sep 2026 · 39 min

   Your Marketing Team Shouldn't Write Your Ads — Here's Who Should

   Is your creative saying the same thing over and over? We can help you build a messaging strategy that scales your paid media. Talk to us at: https://www.tiereleven.com/apply Your creative team is producing more ads than ever. So why does every one of them say the same thing? Most brands skip the one step that decides what their creative actually says, and then pay for that mistake with every new dollar they spend. On today's show, I'm breaking down a real conversation with the VP of marketing at a $40 million disability benefits advocacy brand. They've had two agencies in two years, no…

9. 

   E808 · 22 Sep 2026 · 37 min

   Why Your 'Winning' Ad Is Probably the One You're About to Kill

   Running ads across multiple channels and not sure which ones are actually driving growth? Our teams can audit your attribution and show you where your budget should really go. Talk to us at: https://www.tiereleven.com/apply A video is soaking up your ad spend and showing almost no conversions, so the obvious move is to kill it. But what if that video is the reason your cheap last-click image ads look so good in the first place? Ricardo Pouwels, one of our growth strategists at Tier 11, joins me again to break down how attribution and creative measurement change as a business grows from one…

10. 

    E807 · 15 Sep 2026 · 48 min

    Why Your Best-Performing Ad Might Be the One Getting Zero Conversions

    Your top-of-funnel ads might be driving more of your conversions than you realize. Let us audit your account and show you what's really working. Talk to us at: https://www.tiereleven.com/apply You can't just look at your top-converting ad and call it a day anymore. That ad probably isn't doing what you think it's doing. So if you've been asking "which ad is actually working," you're asking the wrong question, and it's costing you. Thomas Mcnaught joins me again to break down how Meta's Andromeda update has completely rewritten the rules of creative performance. We get into how creative…

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