Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, and this week he opened by covering a couple important and timely industry observations.
First, he dives into a Split the Funnel epiphany he recently had that should help companies get a more holistic view of their entire business, not just how low intent and declared intent leads are performing. He suggests building out views of up to seven different sources, and running a split the funnel analysis on each pipeline source. Even if some programs don’t traditionally fall under the marketing umbrella, converging these processes could create a better big picture view of what’s working.
Then, he previews the conversation to be released next week with Meghan Keaney Anderson about the impact of AI on the future of marketing. He explains the way that search will be evolving into a chat-based process, and how utilizing brand awareness and Dark Social will become crucial as non branded SEO becomes more competitive than ever.
