thefunnel

Here’s a simple digital marketing model for B-2-B that can be used when planning what the strategy for the web should be and how to measure this. The thinking is that the customer typically have four different types of interactions on the web, depending on where he is in the buying cycle. The customer is either in a learn, buy, use or engage phase. Learn and buy is very much at the core of a new/repeat or modified repeat purchase. Use have both a support and a service aspect to it, and engage is when the customer is idle. The idle phase in particular can be problematic for products , for which a replacement purchase only happens every few years, and the customer therefore is not a “hot prospect” and often “forgotten”. Managing the idle phase takes clever pull marketing, but correctly done, increases the likelihood of a re-purchase. The find in the middle of the chart, reflects the important of search, both external and on-site, regardless of what phase of the buying cycle the customer is in.   Digital Marketing Model