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Posted by Corinne Munchbach on January 22, 2013
Dear marketing funnel,
It’s over. We had a good run together, but let’s face it: We’re just not good for each other anymore. And I’ll be honest; it’s you, not me. You’re just too linear, and you don’t prioritize the people that matter to me or care about the activities that I know will make me more efficient and relevant. After decades of good-enough, I’ve found someone who puts people first and recognizes how important it is to get to know them, putting loyalty over one-time encounters. I’ve found my soul mate of the future, and I’m going all in.
I’m sorry, but I’m better than this.
Chief marketing officer
Yep, it’s true folks — the chief marketing officer’s long-running love affair with the marketing funnel has come to an end. But put away your tissues because the CMO’s new love interest is a major upgrade. Meet the customer life cycle, which we reintroduced today in a new report, “Embed The Customer Life Cycle Across Marketing” (subscription required).
The research reveals that the marketing funnel no longer applies to modern marketing, with its fragmented paths to purchase and a strategic imperative to place the customer at the heart of everything a business does. The customer life cycle, defined as the “customers’ relationship with a brand as they continue to discover new needs, explore their options, make purchases, and engage with the product or service experience,” is the right approach because:
Check out the report for a further explanation of why the funnel is outdated, for access to new data about consumer behavior in each phase of the life cycle, and for recommendations to get your company on board with the customer life cycle (CLC).
This report is the first of a stream of research around the CLC. So let us know your thoughts, and help us shape future content for this topic. And thanks!