Clicks aren’t enough. Today’s marketing funnels need to account for real user behavior, changing customer journeys, and how people find and interact with your brand in AI search engines.
In this episode, Adam Gunn, VP of Marketing at FullStory, joins 97th Floor CEO Paxton Gray to break down what a modern, optimized funnel really looks like. You’ll hear how to identify friction points, rethink old metrics, and build digital experiences that work for both humans and AI.
What You’ll Learn:
- How to use behavioral data to diagnose funnel issues
- Where AI is changing what marketers should track (and ignore)
- Which metrics actually matter—and which ones are misleading
- Why your site needs to be ready for AI agents, not just users
Adam Gunn is the VP of Marketing at FullStory, a behavioral analytics platform that’s changing the way teams understand and act on user behavior. He brings a unique perspective around data, storytelling, and how marketing teams can evolve alongside AI.
Resources:
Request a free AI Audit: https://97thfloor.com/ai-audit/
Connect with Adam on LinkedIn: https://www.linkedin.com/in/adamgunn
Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/
Read the article: https://97thfloor.com/articles/podcasts/how-to-blend-brand-behavior-data-and-ai-to-win-in-modern-marketing/
Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.
"The future is customer-based agents surfing our website. Historically we've built all of our experiences for humans, but agents are often going to be now going out and doing business on our behalf... we'll have to build web experiences that serve the good traffic."
About Adam Gunn:
Adam Gunn is the VP of Marketing at FullStory, a behavioral analytics platform that’s changing the way teams understand and act on user behavior. He brings a unique perspective around data, storytelling, and how marketing teams can evolve alongside AI.
Timestamps:
02:35 - From Disney animator to marketing leader
06:51 - Creative skills in the boardroom
13:08 - "Rage clicks" and user frustration signals
23:44 - AI reality check vs. hype
31:47 - Reactive vs. proactive analytics
41:53 - Stay nimble for industry changes
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