Marketing Podcast with John Jantsch
Key Takeaway:
Traditionally, the marketing and sales funnel takes a large target group and gets a few clients out of it (i.e. the funnel analogy). It suggests the journey is linear. The funnel concept won’t ever go away, but about ten years ago I defined what I think is still a much better approach – I call it the Marketing Hourglass. It borrows from the funnel shape but turns it on its head after the purchase to help intentionally account for the idea of creating a remarkable customer experience.
I developed the Marketing Hourglass as a tool that can help you create the picture for your client’s overall marketing strategy. In my opinion, it’s a more holistic and increasingly effective approach in the “era of the customer” we live in today. Instead of creating demand, our job is to really organize behavior, and I believe this behavior falls into the seven stages I discuss in this episode.
Discussion points:
- [1:03] Comparing the traditional marketing and sales funnel vs. the marketing hourglass
- [2:22] What the seven stages of the marketing hourglass are: Know, Like, Trust, Try, Buy, Repeat, Refer
- [3:16] Breaking down the marketing hourglass stages into steps
- [5:04] Mapping out the customer journey and building your marketing hourglass
- [7:33] Understanding the awareness stages
- [9:46] Thinking about the customer transaction
- [11:55] Creating strategic partnerships
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