Billy Cina on why the TOFU/MOFU/BOFU framework is a marketing comfort blanket, and what to build instead.
Real example from a real account: one buyer watched an awareness video after receiving an implementation blueprint. Her colleague binged 10 blog posts, hit the pricing page, then… disappeared. A third downloaded a playbook weeks after attending the webinar it was based on. Nobody told them what stage they were in.
Buyers pull content when they need it, not when your nurture sequence decides they should. The funnel is a planning tool. It was never a prediction of how a buying committee of 8 people actually behaves across a 9-month cycle. So what works instead?
Envy builds content programmes around buyer reality, not funnel theory. GTM strategy, demand gen, and HubSpot RevOps for B2B tech companies.
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