Funnel Survey of 233 Marketers Finds Most Keep Funding Channels They Doubt
TLDR
A Funnel survey of 233 marketers found 36% keep funding channels they believe don't work, and only 9% of in-house marketers combine MMM, incrementality and attribution.
Optimixed Overview
Optimixed's original report on this story.
Funnel's survey of 233 marketers found that 36% keep funding channels they think don't work, and only 9% of in-house marketers combine marketing mix modeling, incrementality testing and attribution. The survey also found that 68% have not sized their losses from zero-click search. PPC Land covered the findings.
How we got here
- Oct 15Nearly half of marketers plan to reduce SEO investment, citing AI and content quality trade-offs
A Typeface survey of 500+ marketing leaders found 49% plan to deprioritize SEO, with 62% reporting brands sacrifice content quality for AI citations.
- Oct 6How To Structure A Full-Funnel Ecommerce Account For Q4 via @sejournal, @tonyadam
How To Structure A Full-Funnel Ecommerce Account For Q4 via @sejournal, @tonyadam
- Aug 26Top-of-Funnel Content Traffic Declining as AI Overviews Expand—But B2B Tech & Local SEO Show Promise
Search Engine Land analyzed year-over-year traffic data from 30 major publishers and found TOFU content fell 42% overall, but success depends heavily on industry, with B2B tech resilient while YMYL verticals collapsed.
- Aug 2175% of B2B Marketers Say Measurement Systems Fall Short of Budget Decisions
A new study finds that while data shapes budgets for most B2B marketers, fewer than half fully trust its accuracy, largely due to siloed reporting systems.