Most agencies get marketing funnel stages and their segmentation wrong because they simply don’t understand people.
They understand metrics. They understand CTRs and CPCs. They might even understand “buyer personas.” But what they don’t understand is why those personas exist in the first place.
And when you don’t understand that, you’re not segmenting a funnel…you’re sorting a spreadsheet. And no spreadsheet ever made someone convert.
Here’s what pisses me off about the way most marketing agencies handle audience segmentation:
They treat people like categories.
Cold = Never heard of you. Warm = Maybe interested. Hot = Ready to buy.
Cool. But why are they in those categories?
Most marketers will hand you a demographic chart and call it psychographics. They’ll say, “We’re targeting 25–44 year old males who like fitness and dogs.” That’s not empathy. That’s lazy data stacking.
Here’s the truth: You don’t understand someone’s buying behavior until you understand their trauma, nostalgia, urgency, and shame.
You know why so many working-class Black and Latino kids grew up watching anime? Not because of aesthetics. It was survival. Our parents were working. Cable was a luxury. Those weird free channels were available though. And it made us feel strong when we were small. That’s nostalgia. That’s imprinting. That’s context.
No heatmap will ever tell you that.
There are actually two overlapping funnels:
Most agencies act like everyone moves linearly through Awareness → Consideration → Decision. That’s false.
People don’t move logically. They move emotionally. They stall. They jump. They loop. And if you don’t map your funnel messaging to that reality, you’re just burning ad spend.
Improper segmentation wastes ad spend in a very real way…because people think they know who they’re targeting, but they don’t.
I’ve had potential clients tell me everything is dialed in. Their ads pop up on my For You Page, and I know immediately: you targeted me.
And I am absolutely not your ideal client.
That means your segmentation is broken. It’s not just inefficient – it’s misleading you into thinking your funnel is working when it’s actually hemorrhaging trust.
Here’s the golden rule:
Cold traffic needs identity. Warm traffic needs reassurance. Hot traffic needs frictionless paths.
In real terms? Message matching is vibe matching.
Does your copy feel like me? Does your voice sound like my people?
Do I trust you without thinking about it? That’s resonance. That’s subconscious alignment. That’s psychographic gravity.
We don’t guess.
We audit segmentation like a surgeon. We ask uncomfortable questions. We want to know:
That’s how detailed we get when we build buyer personas.
Because if you don’t understand their morning, their shame, their urgency, or their childhood… then how the hell are you going to resonate with their attention span?
Here’s the truth: I’m not going to be right 100% of the time.
But I will give you the most honest, clearest comprehension you’ve seen yet. And if I don’t know something, I will go get the truth.
That’s what working with Metrix means.
📌 Want the real fix? Start here and learn how Google actually thinks.
