Most brands still talk about "moving customers through the funnel," but the truth is, that idea no longer matches how people actually buy. Today’s customer journey is anything but neat. People jump in and out, browse, disappear, return months later, and make decisions on their own terms. They are not trickling down a funnel step-by-step. They are floating through a cloud, following their own path at their own pace.
If your marketing still relies on pushing people through a rigid process, you are missing how real buying decisions happen. It is time to rethink the journey and start building marketing strategies that match the way people actually move.
Welcome to the era of the marketing cloud.
The traditional funnel assumes that once someone becomes aware of your brand, they naturally move down a smooth path towards purchase. It is a comforting thought, but the reality is very different.
Consumers now have endless choices, unlimited access to information and the ability to change their minds at any point. They might engage with a brand on social media today, ignore it for six months, and then suddenly purchase after seeing a review online.
Modern buyer behaviour looks less like a straight line and more like a weather map, with movement, change and complexity at every stage.
Holding on to the idea of a rigid funnel means missing the real opportunities that exist in today’s marketing landscape.
A marketing cloud recognises that the buyer journey is dynamic, fluid, and interconnected. Instead of trying to push people down a set path, brands need to be present wherever and whenever the customer decides to engage.
Think of your audience as moving in and out of awareness, interest, evaluation, and action continuously. Their journey might involve:
Every touchpoint matters, but none of them are guaranteed to follow a straight order. Your marketing needs to adapt to this flexible, cloud-like movement.
If you want to stay relevant in the cloud era, here is how to rethink your approach:
1. Always Be Findable
Do not assume people will follow a sequence. Make sure you are easy to find across multiple channels at any time. Search, social, email, reviews, and paid ads should all work together to keep your brand visible whenever a potential customer re-engages.
2. Focus on Relationships, Not Just Transactions
Instead of rushing to close a sale, focus on building ongoing relationships. Share value regularly through helpful content, engaging conversations, and genuine interactions. People are more likely to convert when they trust you, not because you pushed them through a funnel.
3. Map Non-Linear Journeys
Update your customer journey maps to reflect real behaviour. Identify all the touchpoints where people might enter, leave, or re-enter your brand ecosystem. Plan for flexibility rather than assuming a one-size-fits-all path.
4. Invest in Content That Supports All Stages
Because you cannot predict exactly where someone is in their journey, you need a wide range of content ready. Blog articles, video explainers, case studies, product demos, and testimonials all play a role. Let people find the information they need in whatever order suits them.
5. Use Data to Spot Patterns, Not Force Paths
Analytics are more important than ever. Track customer behaviour across platforms to understand how they engage, what draws them back, and what eventually leads to conversions. Use this insight to support the natural flow of their journey, not to try to force them into a rigid process.
The cloud model requires a mindset shift. It is not about pushing harder or yelling louder. It is about being present, being useful, and being ready whenever your audience chooses to connect.
Some customers will take months to make a decision. Others might jump from awareness to purchase in a single day. Your job is to create an environment where both paths are supported and respected.
Marketing clouds embrace the unpredictable nature of modern buying behaviour. They allow brands to stay agile, responsive, and human in a world where customers are firmly in control.
The funnel is a relic of a simpler time. The brands that will thrive now are the ones that accept the chaos and see the opportunity in it.
It’s time to stop forcing customers through a set path and start creating an open, connected, cloud-like experience where they feel empowered to move at their own pace.
Marketing success today is not about closing a funnel, it’s about staying part of the cloud. Ready to make the shift? Contact us to start building your marketing cloud strategy.
