We’re joined by Mikael Dia, founder and CEO of Funnelytics, a visual journey mapping tool built to help marketers optimize conversions and better communicate strategy. Mikael shares how the rise of multi-touch, non-linear customer journeys inspired Funnelytics, and how the platform goes far beyond funnel mapping to uncover what drives results. We explore how marketers are using visualization to align teams, boost performance, and turn complex data into clear, actionable insights. About Funnelytics Funnelytics is a visual funnel analytics platform designed to help marketers track, analyze, and optimize the entire customer journey, without needing to be a data expert. By combining intuitive whiteboarding with powerful analytics, Funnelytics transforms complex data into clear, real-time visual maps that show exactly how users move through your marketing funnels. Whether you're a hands-on marketer or prefer expert support, Funnelytics empowers you to grow smarter by identifying what’s working, what’s not, and where to focus next. Time Stamps 00:00:18 - Guest Introduction: Mikael Dia00:00:39 - Mikael 's Background and Journey in Digital Marketing00:01:53 - The Evolution of Customer Journeys in Marketing00:05:04 - Identifying the Core Problem Funnelytics Solves00:08:36 - Understanding Funnelytics Customer Base00:10:51 - Differences Between B2B and B2C Marketing Analytics00:12:35 - Shifts in Customer Behavior Over the Years00:14:29 - Sales Involvement in Selling Funnelytics00:18:06 - The Importance of Branding in Marketing00:20:07 - The Impact of AI on Marketing Trends00:25:48 - How to Connect with Mikael Dia and Learn More About Funnelytics Quotes “Learn as much as you can about how the puzzle fits together...Marketing can be a machine, and it should be thought of as a machine. It shouldn't be thought of as how creative your next campaign is or what your logo look like and, and a lot of the stuff that falls under brand, it's all of it, it fits together to create a machine to turn strangers into customers. Learn as much about each puzzle piece to understand how can you architect that machine, for any company.” - Mikael Dia, founder and CEO of Funnelytics Follow Mikael: Mikael Dia on LinkedIn: https://www.linkedin.com/in/mikaeldia/ Funnelytics website: https://www.funnelytics.io/ Funnelytics on LinkedIn: https://www.linkedin.com/company/funnelytics-io/about/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We’d also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast – The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547