The new funnel?

Here’s an inter­esting and sur­prising nugget in a recent post by Justin Duke, he of Buttondown:

From both onboarding sur­veys and overall quan­ti­ta­tive traffic: half of our cus­tomers come through word of mouth, one-fourth through search, and one-fourth through LLM-based traffic. (I’ll talk more about that last bucket in a later post.) When you divide that not by overall cus­tomer count but by revenue, it’s two-thirds word of mouth and one-third every­thing else.

I will be very curious to read that later post about the LLM traffic!

Justin’s 50% word of mouth, 25% search, 25% robo-brain feels both (1) very healthy, and (2) very futuristic — a char­ac­ter­is­ti­cally good balance.