Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

Only an Industry Genius Knows This Marketing Blueprint

29 Aug 2023 · 0 min

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This transcript excerpt introduces the 'marketing hourglass' framework for guiding marketing focus: moving prospects through stages — know, like, trust, try, buy, repeat, refer — to identify expectations, gaps, and opportunities. The speaker argues the model clarifies which channels and messages to use at each stage.

One of our concepts that we've been teaching on for years and years is the marketing hourglass. And so it's basically, how can you get someone to know, like, trust, try, buy, repeat, refer you? That gives a lot of focus and purpose to your marketing. Because from there you can say, okay, what do we need to do in these stages? What is the customer expecting in these stages? Where are our gaps? What's our opportunity for improvement? And then that will help determine, like, what channels you should be on with what messaging, because it gives it focus ultimately.