So much emphasis on bottom of the funnel, but often forgotten that it’s a “funnel”.

You can’t capture everyone at one end of the funnel without doing anything for the other end.

How can there be a large volume of consumers just waiting to click that buy button if they have not been nurtured through the journey?

Brands need tp built to drive demand, to differentiate from competition, to create an emotional connection, with people, not simply a transactional one. When you overindex on BOFU, you need to depend on push messaging all the time. Create pull to create loyalty. Even startups, that focus on “growth”, need to build brands. Expecting every marketing activity to result in acquisition alone, means that the brand is vulnerable to competitors who build stronger brands.