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The Marketing hourglass

by Marketing Director SMB/Cloud International at Rackspace Hosting Ltd. on May 15, 2012

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The traditional ‘Marketing / Sales / Adoption Funnel’ is one of the key models used by marketers to outline the progression of potential customers from initial awareness to purchase. The ...

The traditional ‘Marketing / Sales / Adoption Funnel’ is one of the key models used by marketers to outline the progression of potential customers from initial awareness to purchase. The ‘Marketing Hourglass’ extends the customer journey beyond purchase as they adopt and then in-turn ‘market’ the product / service / brand, ultimately generating advocacy and evangelism. The Marketing Hourglass provides a model for marketers to progress potential and active customers through their levels of engagement by:
defining characteristics and behaviour at each level;
understanding the dynamics and motivations for customers to move between levels; identifying marketing strategies and tactics to ‘manage’ customers through their journeys to enhance customer experience and increase engagement and value; applying appropriate measurements at each level to determine progress and ROI.

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The Marketing hourglass The Marketing hourglass Presentation Transcript