Mastering the New Acquisition Funnel: How to dominate explicit, implicit, and ancillary user research with The Kalicube Process

From Funnel to Flywheel: How Search and AI Reshaped Brand Strategy

Brand marketing used to follow a linear path. Attract attention. Nurture interest. Win the sale.

But AI has blown that model wide open.

Today, your brand is judged long before your funnel begins—and often without the prospect even knowing your name. Google, ChatGPT, Bing, Gemini, and AI-driven tools are deciding who gets visibility, who earns trust, and who gets chosen.

The Kalicube Process takes this challenge head-on. It maps your brand strategy onto the modern digital journey—not just for humans, but for the machines that influence them.

To win in this environment, you must understand and optimize three distinct types of research:

1. Explicit – Traditional, intentional brand searches
2. Implicit – Appearances by association or topical proximity
3. Ancillary – AI-generated exposure when no one’s searching at all

And for each, The Kalicube Process aligns your marketing funnel—Awareness, Consideration, and Decision—with what machines need to understand, what your team must control, and what your audience experiences.

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1. Explicit Research – Direct Searches and the Awareness Stage

What It Is:

Someone intentionally searches for you or your brand. This is where they first encounter your controlled messaging.

Funnel Alignment:

Awareness → Understandability → Visibility
People are actively discovering you. Algorithms are deciding whether to surface you. Your brand assets need to be visible, consistent, and accurate.

Examples:

• Googling your CEO
• Searching “[Brand Name]” on LinkedIn
• Asking ChatGPT, “Who is [Company/Person]?”
• Due diligence from investors, clients, or partners

Strategy with the Kalicube Process:

• Own your Brand SERP—everything people see when they Google you
• Maintain and control your Knowledge Panel
• Build a consistent Entity Identity via your Entity Home
• Use structured data to communicate directly with AI
• Publish helpful, brand-aligned content regularly

Outcome:

When explicit research occurs, your brand shows up clean, authoritative, and irresistible—increasing conversion rates, shortening sales cycles, and unlocking high-ticket opportunities that would otherwise go cold.

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2. Implicit Research – Topical Discovery and the Consideration Stage

What It Is:

You’re found in relation to someone else’s search—by topic, by proximity, by context.

Funnel Alignment:

Consideration → Credibility → Influence
You’re not the main focus—but your credibility is being measured. How well are you positioned in your niche?

Examples:

• ChatGPT names you when asked for “top speakers on B2B branding”
• You’re included in lists or comparison articles
• A Google search like “top AI marketers in France” surfaces your name
• Your association with a client or partner brings you into view

Strategy with the Kalicube Process:

• Position your brand topically within your industry
• Strengthen associations with relevant peer entities and trusted domains
• Create contextual content that reinforces your authority
• Use schema markup and entity linking to build semantic credibility

Outcome:

You become part of the conversation—even when the conversation isn’t about you—driving inbound leads, positioning your brand for bigger deals, and fueling long-term pipeline growth without extra ad spend.

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3. Ancillary Research – AI Exposure and the Decision Stage

What It Is:

You’re mentioned or recommended by AI without any direct query—inside workflows, software, or assistive tools.

Funnel Alignment:

Decision → Deliverability → Buyer Certainty
This is where your brand gets inserted at the moment of decision—without warning. Either you’re trusted by machines, or you’re ignored entirely.

Examples:

• Gmail suggests your name in Smart Compose
• Microsoft Copilot adds your brand to a business plan
• Google Docs sidebar displays your Knowledge Panel
• Slack or Notion recommends your content

Strategy with the Kalicube Process:

• Train AI to recognize and trust your entity using structured data
• Ensure your digital footprint is consistent and machine-readable
• Build authority through trusted sources like Wikipedia, Crunchbase, and quality press
• Control the narrative across multiple data ecosystems

Outcome:

You’re recommended and selected by AI—without anyone searching for you—capturing demand before it enters the funnel, winning deals on autopilot, and creating a compounding revenue advantage in your category.

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The Kalicube Process: Turning the Funnel Into a Flywheel

Traditional marketing funnels leak. Awareness doesn’t lead to trust. Trust doesn’t lead to conversion.

The Kalicube Process fixes that by aligning:

Funnel Stage	Machines See	Your Team Does	Your Audience Feels
Awareness	Deliverability	Visibility	Qualified Reach
Consideration	Credibility	Influence	Competitive Preference
Decision	Understandability	Control	Buyer Certainty

Instead of pushing your message out, you pull people and platforms in.
You build a brand flywheel—one that spins faster every time someone searches, discovers, or is shown your brand.

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From Search Funnel to Strategic Growth System

The Kalicube Process isn’t a marketing trick. It’s a scalable, AI-ready brand architecture that ensures:

• Google doesn’t misrepresent you during due diligence
• ChatGPT doesn’t recommend your competitor instead
• You’re visible, trusted, and recommended at every touchpoint—human or machine

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What to do? Your three options:

1. Keep running your funnel as usual—and risk losing ground in AI search.
2. Use our DIY resources to apply the Kalicube Process manually (slower, but works).
3. Work with Kalicube directly—we’ll apply the full process using our 3 billion data points, proprietary tools, and team of Digital Brand Engineers trained by me.

When your strategy aligns with how machines and humans think, your brand doesn’t just survive—it thrives.