Mark | GCMO

Make Your Marketing Feel Like a Movement

Make Your Marketing Feel Like a Movement

—

by

Mark Gabrielli
in

Marketing Isn’t Magic—It’s Math (With Better Fonts)

Marketing Isn’t Magic—It’s Math (With Better Fonts)

Make Your Marketing Feel Like a Movement

Let’s get one thing straight: marketing isn’t a mystical art practiced by hoodie-wearing wizards whispering to the algorithm gods. It’s not a vibe. It’s not a TikTok dance. It’s not even “going viral” (which, by the way, is just a fancy way of saying you got lucky and now your server’s on fire).

Marketing is math. It’s strategy. It’s systems. And yes, it’s a little bit of storytelling—but the kind that sells, not the kind that wins you a Pulitzer. If you want to build a brand that scales, you need to stop chasing trends and start building a machine. A beautiful, data-driven, conversion-crushing machine.

The Funnel Isn’t Dead—You Just Don’t Know How to Use It

Every few months, some thought leader with a ring light and a podcast declares the marketing funnel “dead.” And every time, I roll my eyes so hard I sprain a retina.

The funnel isn’t dead. You just suck at building one.

Here’s the thing: funnels work because humans are predictably irrational. We need to be guided, nudged, and occasionally bribed into action. A good funnel doesn’t just capture attention—it engineers desire and removes friction like a hot knife through churn.

The 3-Part Funnel Framework That Actually Works

  • Top of Funnel (TOFU): This is where you stop screaming “Buy Now!” and start offering value. Think content that educates, entertains, or enrages (in a good way). Your goal? Get attention and earn trust.
  • Middle of Funnel (MOFU): Now that they know you exist, it’s time to show them why you matter. Case studies, webinars, product demos—this is your dating phase. Don’t propose on the first click.
  • Bottom of Funnel (BOFU): This is where the money lives. Retargeting ads, limited-time offers, testimonials that don’t sound like your mom wrote them. Make it easy to say yes.

Want to know why your funnel isn’t converting? Because you’re trying to sell steak to vegans at the top and offering tofu to carnivores at the bottom. Know your audience. Segment like your job depends on it—because it does.

Stop Measuring Vanity Metrics—Start Measuring Value

Let me guess: your last campaign got 100,000 impressions, 5,000 likes, and a standing ovation from your intern. But how many leads? How many sales? How many actual dollars in the bank?

Likes don’t pay the bills. Revenue does.

Here’s a quick cheat sheet of metrics that matter:

  • Customer Acquisition Cost (CAC): How much are you spending to get a customer? If it’s more than they’re worth, congrats—you’re running a charity.
  • Customer Lifetime Value (CLTV): How much will a customer spend with you over time? This is your north star. Follow it.
  • Conversion Rate: If your landing page converts at 0.3%, it’s not a landing page—it’s a bounce house.
  • Return on Ad Spend (ROAS): If you’re spending $1 to make $0.80, you’re not scaling—you’re slowly bleeding out.

Track what matters. Kill what doesn’t. And for the love of all that is holy, stop reporting on “reach” like it’s a KPI. It’s not. It’s a participation trophy.

Brand vs. Performance: The Dumbest Debate in Marketing

Ah yes, the age-old battle: brand marketers sipping oat milk lattes vs. performance marketers pounding Red Bulls and spreadsheets. Here’s a radical idea—what if you didn’t have to choose?

Brand and performance aren’t enemies. They’re peanut butter and jelly. Batman and Robin. Beyoncé and literally anyone else.

Great brands drive performance. Great performance builds brand. If you’re only doing one, you’re playing with half a deck and wondering why you keep losing the game.

How to Marry Brand and Performance Without Needing Couples Therapy

  • Use brand to increase conversion rates: A strong brand builds trust, which reduces friction. That means more clicks, more leads, more sales.
  • Use performance data to inform brand strategy: What headlines convert? What messages resonate? Use that intel to shape your brand voice and positioning.
  • Invest in both: Allocate budget to long-term brand building and short-term performance. One feeds the other. It’s a virtuous cycle, not a zero-sum game.

Still not convinced? Nike spends billions on brand and still runs retargeting ads. If it’s good enough for the swoosh, it’s good enough for you.

Truth Bomb: “Marketing isn’t about being loud—it’s about being heard by the right people at the right time with the right message.”

Read that again. Then tattoo it on your forehead (or at least your whiteboard).

Final Thoughts: Build the Machine, Then Let It Roar

If you want to win in today’s market, you need more than clever copy and a Canva subscription. You need a system. A strategy. A machine that turns strangers into leads, leads into customers, and customers into raving fans who tattoo your logo on their biceps (or at least their laptops).

So stop chasing trends. Stop worshipping at the altar of “going viral.” And start building something that lasts.

Because marketing isn’t magic. It’s math—with better fonts, sharper stories, and a whole lot of swagger.

Now go build your machine. And if you need help? You know where to find me