• http://thejakejordan.com/ baldjake

    Scott-
    I agree totally with the thought process, and have always known there was a better way to visualize the journey if you will. For me this doodle makes it easier to create conversations and content based on lifetime customers.

    The only thing I feel like might be left out is the two types of longtem customers.
    1. The steady-eddy who just keeps buying and doesn’t say a word
    2. The brand advocate who may only buy every once in a while but shouts your name from the mountaintops.

    There is a different way to address those people. Who knows I may be asking too much of one doodle to be super practical!

  • Scott Brinker

    Thanks for the kind feedback! If this doodle can spark some interesting conversations on the subject, that alone would make me very happy.

    Good point about the different kinds of long-term customers. I was trying to get at that a bit with the double loop in ROJO — some just do a “repeat conversion” cycle in their own track, but others end up feeding the SOJO and MOJO stages for other new customers.

    But I confess that this diagram is a little like modern art, and the narrative in my head may not have been well represented by the ink on paper, er, pixels on screen.

  • Lauren Littlefield

    Couldn’t agree more! Thought you’d also like Troy Burk’s article “The Marketing Funnel is Dead.” (http://www.rightoninteractive.com/news/marketing-funnel-is-dead/)

  • http://www.CoreyCreed.com Corey Creed

    Fantastic, @scott_brinker:disqus. Great concepts and excellent picture. The funnel concept is a good starting point to understanding conversions, but I like your diagram a whole lot better. It’s easy to see how remarketing would fit into this, for example.

  • http://www.marketingtechblog.com Douglas Karr
  • stroyburk

    Scott – great post. Agree that the marketing funnel is outdated and does not address the buyers journey (it is a great tool to track marketing generated leads and how they are progressing within the current sales process). The buyer’s (or non-buyers) journey with a brand is not the same as the seller’s sales cycle. However, all people (and companies) go through stages of a relationship with a brand (Lifecycle Stages).

    People can be influencers and advocates for a brand and not be a customer (which means loyalty and advocacy does not necessarily fall into a sales cycle (or marketing funnel). If marketers continue to measure effectiveness as moving more marketing generated leads down the funnel, well – they will focus on moving more marketing generated leads down the funnel. The question is this where they should focus?

  • Scott Brinker

    Nice article! Lifecycle marketing is a great way to think of it.

  • Scott Brinker

    Thanks, Corey. I’ll admit, I’ve had some lovely flings with conversion funnels over the years. But now I’m looking for a more meaningful relationship with a marketing analytics model.

  • Scott Brinker

    That’s a really good point.

    In the context of a “buyer” — hence, the buyer’s journey — either (a) they never convert (stay in their MOJO), (b) become your customer (ROJO), or (c) choose a competitor (DOJO). I definitely think those in the DOJO stage are an underserved segment in most lifecycle models — and that those folks are potentially very influential on other buyers.

    But there are non-buyers who can be powerful influencers and advocates as well. This diagram doesn’t illustrate that, but I agree with you that they can have significant impact on this model.

  • http://about.me/KariRippetoe Kari Rippetoe

    This is very enlightening. What I’d love to see now is how to effectively market to people in the DOJO stage. What approach do you take? What content do you provide?

  • Scott Brinker

    One idea I’ll suggest:

    If a part of your content marketing is educational materials or other kinds of Youtility (to quote Jay Baer) offerings that aren’t specific to your product, people in the DOJO stage may continue to find value in receiving those.

    If you know for a fact that they’ve adopted a competitor’s product, maybe address that directly. Wish them the best and let them know that they’re more than welcome to continue to take advantage of any Youtility offerings you have. Assure them they can unsubscribe at any point.

  • Jeff Nelson

    Excellent article. Good points. Great diagram.