An agency owner doing $100m annually explains the marketing tripod: awareness, nurturing, and trust. He argues that shortening the lead-to-purchase window depends on how well you nurture leads and build trust with them.
Who's heard of the marketing tripod? So this is concept I learned from Eric Huberman. He's one of the biggest agencies in the entire North America. He owns an agency called Hawk Media. What does this tripod have? It has a camera at the top, right? The camera at the top is your company or your product or your offer. This is what we call awareness. You have the next part of the tripod, which is what he calls nurturing. Obviously you can bring awareness, but if you don't nurture that awareness, AKA you don't nurture the leads, they're never going to do what the next piece is, which is obviously trust that one of these three legs, what happens, the tripod falls, the camera breaks, and then this whole mastermind goes to shit. So what people don't understand, and this is where to answer your question, it's a little bit more complicated. But you can condense the lead to purchase window down, because now you know what it is. Three and a half months now the question becomes, how can we deploy a ton more sales assets in this nurturing phase to build more trust so that they can then buy? Because if you don't have one of these three, they're never going to buy.
CASE STUDY: How Usman scaled to $200k+/month after joining The Ad Men Mastermind
