Say goodbye to the marketing funnel – It has been replaced by 3S

Say goodbye to the marketing funnel – It has been replaced by 3S

Posted by Torben Rick | May 12, 2017 | Marketing Strategy
Say goodbye to the marketing funnel – It has been replaced by 3S

The traditional marketing funnel no longer exists – The traditional purchase funnel is kaput

Time has come to say goodbye to the marketing funnel

As mass marketing was still the order of the day, the customers were largely non-networked, and the goal of marketing was to lead them through the so-called “funnel” – A linear step-by-step process that guides customers from the first conscious perception to the conclusion of a purchase.

The “death of the sales funnel” – what is taking its place?

But the traditional marketing funnel no longer exists. It’s been brutally turned upside down, inside out, with little left to identify it as the clean, straightforward process it once was.

Re-modeling the brand purchase funnel

Instead of discussing attention, opinion-making and buying considerations, the issue is now about 3S:

Social that influences the Search, and the search that controls the Sale

 

Say goodbye to the marketing funnel - It has been replaced by 3S - Social, Search, Sale

Today’s customers – both B2B and B2C – jumps in and out of channels, views alternatives to purchases and searches for better “deals”.

Marketing can no longer rely on the funnel

They doesn’t predictably slide through the funnel, ushered along by linear marketing messages. Instead, they more closely resembles a ball in a pinball machine, firing off a bunch of different pegs on the way down, sometimes shooting back up to the top of the funnel before ultimately finding their way.

In both B2B and B2C businesses, customers are doing their own research both online and with their colleagues and friends.

Research products, services and solutions

The buyer now has access to research products, services and solutions before talking to sales teams. Consider the following stats:

  • 89% of B2B buyers use the internet during the research process
  • 80% of B2B decision makers prefer to get information from articles rather than advertising, and 40% of millennials don’t trust ads – so strong organic tactics need to be part of the mix as well
  • In most cases, B2B prospects are 57% down the path to a decision before they perform an action on a site
  • 55% of B2B buyers say they search for product/vendor information on social media
  • 75% of B2B buyers and 84% of C-level or vice-president level executives use social media to make purchasing decisions
  • Today’s B2B sales process takes 22% longer than 5 years ago

In this new world, the buyer is now the one in control.

The purchase process is more complex than ever before

What’s clear is that the purchase process is more complex then ever before. And in that process, the number of touchpoints has also grown dramatically.

The best thing to do is to jump out of the marketing funnel and instead focusing on impressions or touch points.

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

Blog Comments

Thanks, Torben. I think this is “spot on”. It illustrates how one, out of many traditional business practices needs to be updated in terms of what technology is now delivering. I will share your article further.

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