PRIMARY
POST-AREA
POST
DATE

Thursday

TITLE

Rethinking The Marketing Funnel

METADATA
by Brian Haven
@ 10:29 AM

TAGGED
, ,

CATEGORIES
» Engagement
» Marketing
» Research

» respond (50)
» connect (1)

BODY

I recently published a Forrester report titled Marketing's New Key Metric: Engagement (more detail here on the Forrester Marketing blog). One interesting aspect of this research was presenting the idea that the marketing funnel is more complex than we may think. I initially presented to my fellow marketing analysts an idea that suggest the funnel was dead. That didn't go over so well, which demonstrates how sacrosanct the funnel is to marketers. However, they also presented a good point that the current funnel (awareness, consideration, preference, purchase, loyalty) is meant to provide a framework for marketers to understand all buying decisions at a meta level. With that, I proposed, and published, that the funnel is more complex, not necessarily dead. The point here (see graphic below) is that the center of the funnel is a lot more complex now. There are a lot of addition factors impact a person's decision making process.

Rethinking The Funnel.gif
[Click to view the full size image.]

Another insight here is that we need to think differently about what a 'valued customer' is. Traditionally, we think a person that buys a lot from us (at a profitable price point and not necessarily at discount) is a good customer. We through in other factors like frequency and dollar value of purchase, but overall it's about buying. However, one of the ideas I present about engagement is that someone that contributes content that influences others to buy (even if that creator doesn't actually spend much with you) could be extremely valuable. If someone only buys from you once a month, but every time they buy they write an extensive product review that increases the likelihood that readers of that review will buy — that's a valuable person too.

[Thanks to Critical Massers Scott Weisbrod and David Armano as well as Blake Cahill from Visible Technologies for helping carry on the conversation. I'll come back to this idea here very soon.]

 

SIDEBAR
SIDE-LEFT
Previous
21 Aug 2007
In my previous post about brand transparency, I talked about...
Colophon


 
This work on this site is licensed under a Creative Commons Attribution - Share Alike 3.0 Unported License.


Fancy quote box styling courtesy of Joomsayer for Movable Type.
SIDE-RIGHT
Next
07 Jan 2008
I just landed in Las Vegas for the 2008 Consumer...
FEEDBACK
TRACKBACKS
ENTRY-HEADER

TrackBacks (1)

 

TrackBack URL for this entry:
http://birdahonk.com/cgi-bin/mt/mt-tb.cgi/29

Sites that reference this entry:
Rethinking The Marketing Funnel


COMMENTS-POSTS
TRACKBACKS-DATE

Friday

TRACKBACK-METADATA
» Time For More Engagement from Forrester's Marketing Blog
TRACKBACK-BODY
It's that time of year -- more research on measuring engagement is in order. I've enlisted Suresh to help me work on the next report on engagement, tentatively titled, Measuring Engagement. I'll be posting more details here, and on my

 

Read More
COMMENTS
ENTRY-HEADER

Comments (50)

COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
David Armano said:
@ 11:47 AM

COMMENT-BODY

Brian,

Kudos to you for putting more thought into the funnel. Even though the framework is still relevant (not dead) it doesn't capture all of the emerging consumer behaviors we are seeing more of. I think this was the rationale behind your "complex" funnel. It certainly was behind my "spiral".

Thanks for reaching getting us to think.


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
IdeaTagger said:
@ 3:17 PM

COMMENT-BODY

This reminds me of a Seth Godin talk that I once heard, about flipping the funnel - i.e. turning your users into evangelists that spread the word about your product.


COMMENTS-POSTS
COMMENTS-DATE

Wednesday

COMMENT-METADATA
Jeremiah Owyang said:
@ 12:12 PM

COMMENT-BODY

I took an irreverent (yet necessary) standpoint that backs up what you suggest. So many web marketers are focused on their website being the point of decision making, yet forgetting that real decisions (conscious or not) may be made elsewhere.

Hence the "Irrelevant Corporate Website"

http://www.web-strategist.com/blog/2007/05/29/web-strategy-how-to-evolve-your-irrelevant-corporate-website/

It would be interesting to tie process (your maze) and location (Where on the web) these things actually are happening.


COMMENTS-POSTS
COMMENTS-DATE

Sunday

COMMENT-METADATA
Social Steve said:
@ 8:25 PM

COMMENT-BODY

I covered this topic in a piece "Social Media Conversion and the Social Media Marketing Funnel" at http://bit.ly/dsPrq ... worth checking it out.

Best,
Social Steve


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
buy dissertation said:
@ 9:20 AM

COMMENT-BODY

We will get dissertation service or dissertation work. But to demonstrate that you are the professional, you should use buy thesis.


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
Kaiden said:
@ 3:47 AM

COMMENT-BODY

Yeah, that's the tkicet, sir or ma'am


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
air jordans cheap said:
@ 2:14 AM

COMMENT-BODY

i like your blog,i hope you can write more.thanks for sharing!


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
moncler jackets sale said:
@ 9:11 PM

COMMENT-BODY


i just for look around ,this is good blog i will supply it


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
Frame Backpack said:
@ 9:45 AM

COMMENT-BODY

I just find your website. I really like reading your articles! Great stuff. You have provided a lot of useful information to your readers.


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
chi flat irons said:
@ 1:12 AM

COMMENT-BODY

Dakota moccasins are a classical choice for girls the world over, They are 100 % lined with real sheepskin with a silkee suede upper and natural leather lace and bow detailing. Dakota moccasins always keep your toes warm and cozy and are just the thing for slopping about at home and can be worn outside at the same time.


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
christian louboutin replica said:
@ 3:04 AM

COMMENT-BODY

Christian Louboutin high heels for sale,Big Discounts and Free Shipping to Worldwide!


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
Air Griffey Max 1 said:
@ 3:45 AM

COMMENT-BODY

and entertaining degree. I can say that now you've


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
Onitsuka Tiger Ultimate 81 said:
@ 2:52 AM

COMMENT-BODY

Asics Schuhe ist die beste Laufschuhe,Beste Verarbeitungen, hochwertige Materialen und ein unverwechselbares Design machen Asics Schuhe zum Liebhaber vieler Schuhfans, denn sie sind auch für den Alltag perfekt einsetzbar!


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
Moncler jackets For Cheap said:
@ 2:07 AM

COMMENT-BODY

Now winter, go out to may need to wear a bit more


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
north face outlet store said:
@ 9:09 PM

COMMENT-BODY

Brilliant web-site I'm going to store it all offered once again subsequently. Appreciate your sharing posting this. Pleasant go over involving many of the outline around my converse. I'm guessing you'll with your subscribers believe that it is handy! price cut new era a terrific way to Thank you


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
moncler Branson man Sapphire blue said:
@ 10:14 AM

COMMENT-BODY

Please take note that it's better for warm water flushing, this is Moncler women vest easier to wash away the detergent, and keep the jackets in good condition


COMMENTS-POSTS
COMMENTS-DATE

Wednesday

COMMENT-METADATA
predictive maintenance said:
@ 11:54 AM

COMMENT-BODY

With the help of predictive maintenance our firm has avoided severe losses for the business and cut costs usually utilized for replacements.


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
abercrombie fitch sale said:
@ 1:14 AM

COMMENT-BODY

Fine and well written article. I like it a much. I hope that you can still provide in the future articles like that. I will subscribe in case you do.


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
air jordan shoes said:
@ 1:41 AM

COMMENT-BODY

Fine and well written article. I like it a much. I hope that you can still provide in the future articles like that. I will subscribe in case you do.


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
abercrombie fitch sale said:
@ 10:11 PM

COMMENT-BODY

abercrombie fitch sale


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
yacht transport said:
@ 8:14 PM

COMMENT-BODY

Blog commenting can be a powerful marketing tool and a quick way to get some very targeted and valuable traffic back to your website. This article will explain how to blog comment and what makes for good blog comments.


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
Miele said:
@ 12:04 PM

COMMENT-BODY

Was looking for a good quality vacuum cleaner for a while, and finally came to a decision to get one from Miele. I have never regretted the result.


COMMENTS-POSTS
COMMENTS-DATE

Monday

COMMENT-METADATA
Boot camp said:
@ 12:48 AM

COMMENT-BODY

I highly recommend EAS Simply Protein.their are many others but its the best one,..when it is used with milk it gives more better results,..


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
Athetoid Cerebral Palsy said:
@ 8:45 PM

COMMENT-BODY

Keep up the fantastic piece of work, I read few blog posts on this web site and I believe that your website is very interesting and has circles of excellent information.


COMMENTS-POSTS
COMMENTS-DATE

Monday

COMMENT-METADATA
Indian domain names said:
@ 2:39 AM

COMMENT-BODY

I am impressed by your nice post..


COMMENTS-POSTS
COMMENTS-DATE

Monday

COMMENT-METADATA
Real estate programs said:
@ 2:45 AM

COMMENT-BODY

Marketing funnel?It is a very good topic you have chosen for discussion..


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
reverse phone lookup said:
@ 3:55 PM

COMMENT-BODY

Just wanted to convey my appreciation for what I learned from this article. I look forward to learning more on this website.


COMMENTS-POSTS
COMMENTS-DATE

Wednesday

COMMENT-METADATA
star pendant said:
@ 3:03 AM

COMMENT-BODY

Please remember that vintage watches have survived for many decades by being treated Romance God created the brand since 1988, the company, registered in 102 countries around the world omega seamaster ladies watches,jewelry brand,merchandise exports to 70 countries, is a specialized manufacturer of watches and jewelry. Romance of God in 1998 to become a global brand,hire famous Swiss designer Wolfgang Jonsson program development of brand identity company logos,uniform color. Romance God omega seamaster quartz watches Korea Co., Ltd. has become the leading companies in the industry, the reputation is well known South Korean brand abroad. God watches Co.Ltd. has always been committed to technological innovation and excellence in quality romantic and fashion capture,fashion jewelry has become a world dedicated to business goals and tireless efforts.


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
LogoNow said:
@ 3:13 AM

COMMENT-BODY

Thanks for writing this information within your website.


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
Ray Ban Clubmaster Sunglasses said:
@ 2:03 AM

COMMENT-BODY

I gain a lot of valuable insights from reading what is presented on this site. I hope this site stays updated because I look forward to learning much more.


COMMENTS-POSTS
COMMENTS-DATE

Wednesday

COMMENT-METADATA
personal trainer marketing said:
@ 6:39 AM

COMMENT-BODY

hmmmmm
Well this kind of information is really worth searching for, good information for readers and a value for you as will definitely show the quality of the writer. It’s good to have these kinds of articles around to keep the information flow steady. Helping those who really can make things right in the future, good work!


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
oakley sunglasses outlet said:
@ 8:10 AM

COMMENT-BODY

I am a great fan of your blog, when I first started with drupal I found it difficult due to trying to work with panels , becasue its having good entertainment . So you to promote the blog by using some internet marketing strategy and its easily to reach the correct market place.


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
best price R11 driver said:
@ 3:03 AM

COMMENT-BODY

great for publish this blog,, get more information from it..


COMMENTS-POSTS
COMMENTS-DATE

Friday

COMMENT-METADATA
lexia 3 v46 said:
@ 1:48 AM

COMMENT-BODY

VAS 5054A is a universal diagnostic interface for the vehicles of the Volkswagen Group and all OBD vehicle systems 100Z


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
do my essay said:
@ 7:07 PM

COMMENT-BODY

There are different gcse essay creating services that propose to get information: "how to do my essay ". However, you have to choose the most trustworthy one to have the best results!


COMMENTS-POSTS
COMMENTS-DATE

Wednesday

COMMENT-METADATA
write research papers said:
@ 10:09 AM

COMMENT-BODY

Every high school student can get a critical moment of her study process connected with research papers completing. Hence, guys have no another solution than to ask: " write my paper for cheap ".


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
essay writing services said:
@ 3:15 AM

COMMENT-BODY

I thought that I used to be a hard working student. Nevertheless, I couldn't manage research papers writing. I tried to buy term papers. Did it mean that I used to be a very bad man?


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
Home office said:
@ 4:18 AM

COMMENT-BODY

Hi
Good day administrator, I really love how it is easy on my eyes and the data are well written,
many thanks


COMMENTS-POSTS
COMMENTS-DATE

Sunday

COMMENT-METADATA
resume service said:
@ 3:16 PM

COMMENT-BODY

Some people give the responsibility to professional resume writers because they don't have the ability to write a good resume in order that the reason why students need to professional resume service, but such guys like author don't do that. Thanks a lot for the article. A kind of useful topic about this good topic.


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
custom essays said:
@ 7:51 AM

COMMENT-BODY

Students all over the world order the written term papers and custom essays at the custom writing service just about this good post. They know about the essay writing from the custom writing service.


COMMENTS-POSTS
COMMENTS-DATE

Monday

COMMENT-METADATA
Marc Jacobs Purse said:
@ 6:08 AM

COMMENT-BODY

Intimately, the submit is definitely the very best on this precious topic. I concur with your conclusions and will eagerly look forward in your coming updates!


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
Ferragamo Handbags said:
@ 5:19 AM

COMMENT-BODY

i genuinely like your world-wide-web internet site. Its really informative. Goodbye!


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
Balenciaga Shoes said:
@ 5:28 AM

COMMENT-BODY

Thank you for your well-thought content. I'm really at perform proper now! So I ought to go off with no reading through all I'd like. But, I place your web site on my RSS feed in order that I can read mor


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
Prada Shoes On Sale said:
@ 10:42 AM

COMMENT-BODY

Hi! Your publish rocks and can be a great study!


COMMENTS-POSTS
COMMENTS-DATE

Wednesday

COMMENT-METADATA
writing service said:
@ 8:07 PM

COMMENT-BODY

I guess, essay writing services make essay writing just about this topic. Moreover, that’s good chance to buy an essay to have a studying benefit.


COMMENTS-POSTS
COMMENTS-DATE

Thursday

COMMENT-METADATA
article submission directories said:
@ 2:31 AM

COMMENT-BODY

I need the quality directory submission services that will create strategical online marketing project, around submission. I want to dominate my online competition.


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
 Vermox said:
@ 7:07 AM

COMMENT-BODY

Hi,
As the adoption of social media, mobile computing and new digital behaviors continues to deepen, businesses today are faced with the challenge of rethinking many of their basic strategic paradigms. In thinking about customers, businesses are facing a shift from a paradigm of individual customers to one of customer networks. At the same time, many models for marketing need to be updated as well.
thanks for sharing...................


COMMENTS-POSTS
COMMENTS-DATE

Tuesday

COMMENT-METADATA
link submission said:
@ 1:07 PM

COMMENT-BODY

Do you think it is expensive to use blog posting services "cheap-link-building.com"? However, it can be more expensive if you try to make your blog commenting stuff by your own!


COMMENTS-POSTS
COMMENTS-DATE

Saturday

COMMENT-METADATA
american history essays said:
@ 10:17 AM

COMMENT-BODY

If students not assured what to opt for, essay or music and movies essays paper, they should ask you, coz you know how to accomplish the fantastic information.


COMMENTS-POSTS
COMMENTS-DATE

Monday

COMMENT-METADATA
science essays paper said:
@ 2:52 PM

COMMENT-BODY

Do not want to destroy A+ deploma and don't understand a right way to compose perfect quality philosophy essays? I guess that this is not a great problem, simply because the experts essays services are able to support you.


COMMENT-FORM
ENTRY-HEADER

Leave A Comment

COMMENTS-FORM-LABEL
COMMENTS-BODY
Do it.

Type the characters you see in the picture above.