The Best SEO Podcast: Unlocking the Unknown Secrets of AI, Search Rankings & Digital Marketing

Marketing in the Age of AI: Why the Funnel is Dead and Content is King with Sara Faatz

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Jun 12, 2025

Sara Faatz, a leading expert in AI and content management from Progress.com, shares her insights on the evolving landscape of digital marketing. She discusses how the customer journey has transformed into a chaotic, non-linear experience due to AI and zero-click searches. Faatz emphasizes the importance of high-quality, authentic content and the outdated nature of traditional marketing funnels. She also highlights the role of AI propensity scoring in personalizing content and the necessity of integrating marketing and sales teams for successful revenue operations.

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INSIGHT

Non-Linear Customer Journey Insight

The customer journey is now chaotic and non-linear due to AI and zero-click search disruptions.
Businesses must deeply understand customer problems and create authentic, insightful content rather than just feature lists.

INSIGHT

Content as AI Stepping Stones

Content now serves as stepping stones that users may encounter in AI outputs and not just linear funnel points.
Marketers must rethink content purpose to guide varied customer start and re-entry points effectively.

ADVICE

Avoid Content for Content's Sake

Avoid creating content for content's sake or just because it's easy with AI tools.
Focus on unique, quality content that truly resonates and avoids becoming digital waste.

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The customer journey has transformed from a linear path to a chaotic "choose your own adventure" experience as AI becomes increasingly embedded in search processes and content discovery.

• Zero-click search has fundamentally disrupted traditional marketing as users get answers without visiting websites

• Quality content with unique insights and authentic perspectives remains essential despite AI advancements

• The traditional marketing funnel concept is outdated – customers enter and exit at various points across multiple channels

• Attribution modeling is increasingly challenging with significant "dark social" interactions influencing buying decisions

• B2B purchases involve complex buying committees with different stakeholders at various stages in their journey

• AI propensity scoring helps predict customer behavior and personalize content experiences effectively

• Accessibility principles align closely with AI-friendly content practices – clear, concise, well-structured content wins

• Sales and marketing integration is evolving toward revenue operations with deeper collaboration between teams

• Core SEO tenets remain crucial even as search technology evolves

• Content must ultimately connect with humans, regardless of how it's discovered or delivered

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Guest Contact Information:

https://www.progress.com/sitefinity-cms

https://www.linkedin.com/in/sara-faatz-b67213/

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