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Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I’m going to be talking about part one of a three-part solo show series I’m doing about the marketing hourglass. In part one, I’m talking about guiding the perfect customer journey. In part two, I’m going to be talking about planning your content by the customer journey stage. Then in part three, I’m going to wrap up the series with what I’m calling a content planning workshop. Here’s part one.

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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