The marketing funnel as we know it is gone. Or at least it needs to be, if we as marketers want to move toward a truly customer-centric operation.
In this new installment of our Trust Factors series, we’ll review the conventional models for customer acquisition and explain why they’re going out of style. Then, we’ll present an updated version, geared toward long-term sustainable growth.
The Funnel Fallacy
We’re all accustomed to funnels: marketing funnels, sales funnels, conversion funnels. These frameworks can be helpful in guiding our strategies, but there’s an inherent disconnect at play: they tend to commoditize our customers, because these models are solely focused on the end result (revenue). Traditionally, the funnel is designed to usher prospects from awareness, to consideration, to purchase, and then the job is done.