Why is everyone struggling to acquire new customers? Sure, the market is tough. But the real issue is companies haven’t updated their approach to customer acquisition. Now is the time!

Funnel thinking has dominated B2B marketing for ages. But the funnel adds too much friction to the buyer experience. So when times get tough, everybody can see that funnel-driven demand generation tactics don’t just endlessly create demand. A change is needed.

“You acquire more customers when you have less friction.”