By Cameron Katoozi, Advertising Marketing consultant at Heinz Advertising
Lately, the bow-tie mannequin has emerged as a well-liked framework in B2B advertising and marketing. Whereas the normal funnel mannequin has been the go-to for a few years, the bow-tie mannequin is gaining reputation as a extra complete strategy to buyer engagement and income era. The mannequin gives distinct benefits which can be more and more related in in the present day’s B2B panorama. This progressive mannequin gives a number of benefits over the normal funnel mannequin, making it a horny possibility for companies seeking to optimize their advertising and marketing methods. On this weblog, we’ll discover why the bow-tie mannequin is changing into in style in B2B advertising and marketing and what benefits it has over the normal funnel mannequin.
The normal mannequin
A key cause why the bow-tie mannequin is gaining reputation is that it gives a extra holistic view of the shopper journey. The normal funnel focuses on the pre-sale stage; totally on the shopper acquisition means of guiding prospects by consciousness, consideration, and choice levels till they make a purchase order. As soon as the sale is made, the funnel mannequin usually neglects the post-sale stage, the place the main target shifts to buyer retention and loyalty. In distinction, the bow-tie mannequin acknowledges that the shopper journey just isn’t linear and that the post-sale stage is simply as necessary because the pre-sale stage. The bow-tie mannequin addresses this shortcoming by incorporating each pre- and post-purchase levels, making a extra holistic view and more practical advertising and marketing technique that meets the wants of consumers at each stage.
What’s the bow-tie mannequin?
The mannequin usually consists of 5 levels: (1) Consciousness, (2) Consideration, (3) Choice, (4) Implementation, and (5) Put up-Implementation. Visually, it’s divided into two halves, with the second of buy/closed deal on the heart. The left facet represents the normal gross sales funnel, with a concentrate on constructing consciousness and consideration. The correct facet focuses on post-purchase levels, together with adoption, retention, growth, and buyer assist/follow-up. This twin strategy permits companies to not solely purchase new clients but additionally nurture present ones, finally driving long-term progress and success.
Benefits of the bow-tie mannequin
One of many key benefits of the bow-tie mannequin is its emphasis on model belief and buyer loyalty. As defined by Jacco van der Kooij in a Successful by Design video, the vast majority of income in a Gross sales as a Science strategy is made after the sale. By specializing in post-purchase levels comparable to buyer assist and follow-up, companies can capitalize on their present buyer base, which is usually a less expensive technique than solely concentrating on new buyer acquisition. Implementing the correct facet of the bow-tie additionally gives extra consideration of buyer suggestions and enter, giving corporations a greater buyer perspective to enhance services and products. In flip, B2B corporations can enhance buyer satisfaction and enhance the chance of repeat enterprise with a extra customer-centric strategy to advertising and marketing.
One other advantage of the bow-tie mannequin is its skill to trace buyer progress and measure the drivers that impression whole income. By analyzing information comparable to lookalike, clickstream, and attribution info, companies can achieve priceless insights into buyer conduct and preferences, permitting them to tailor their advertising and marketing efforts for max impression. One other space of concern with the normal mannequin is failing to acknowledge that completely different clients have varied wants and preferences. Within the conventional funnel mannequin, the main target is on shifting all prospects by the identical linear path. In distinction, the bow-tie mannequin acknowledges that completely different clients have completely different wants and preferences and that advertising and marketing actions needs to be tailor-made accordingly. By personalizing advertising and marketing actions to satisfy the wants of particular person clients or personas, B2B corporations can create a more practical advertising and marketing technique that resonates with prospects.
The bow-tie mannequin additionally gives benefits when it comes to lead era and lead nurturing. Within the conventional funnel mannequin, the main target is on producing as many leads as potential after which filtering them right down to a smaller group of certified leads. This strategy can result in a excessive quantity of unqualified leads, which generally is a waste of time and assets. In distinction, the bow-tie mannequin emphasizes the significance of lead nurturing, which includes constructing relationships with prospects over time and offering them with related content material and knowledge that meets their wants. The bow-tie mannequin may help companies determine areas the place organizational gaps are, enabling them to implement proactive, sustainable methods to enhance efficiency, comparable to lead nurturing. This fashion, B2B corporations can construct stronger relationships with prospects and enhance the chance of a profitable sale.
Wrapping it up
In conclusion, the bow-tie mannequin gives a extra complete and efficient strategy to B2B advertising and marketing than the normal funnel mannequin. It encourages companies to optimize their pricing methods to empower buyer retention and progress. By providing pricing choices that cater to completely different buyer wants and preferences, companies can foster long-term relationships and encourage repeat purchases, finally boosting their backside line. Incorporating each pre- and post-purchase levels, emphasizing model belief and buyer loyalty, and offering priceless insights into buyer conduct, the bow-tie mannequin permits companies to optimize their advertising and marketing methods for long-term progress. As extra organizations acknowledge the advantages of this progressive strategy, the bow-tie mannequin is ready to proceed being an more and more in style selection for a lot of B2B entrepreneurs shifting ahead.
