B2B NewsPet industry newsThe Bow-Tie Model: A Rising Star in B2B Marketing

The Bow-Tie Model: A Rising Star in B2B Marketing


- Advertisment -spot_img

By Cameron Katoozi, Marketing Consultant at Heinz Marketing

In recent years, the bow-tie model has emerged as a popular framework in B2B marketing. While the traditional funnel model has been the go-to for many years, the bow-tie model is gaining popularity as a more comprehensive approach to customer engagement and revenue generation. The model offers distinct advantages that are increasingly relevant in today’s B2B landscape. This innovative model offers several advantages over the traditional funnel model, making it an attractive option for businesses looking to optimize their marketing strategies. In this blog, we will explore why the bow-tie model is becoming popular in B2B marketing and what advantages it has over the traditional funnel model.

The traditional model

A key reason why the bow-tie model is gaining popularity is that it offers a more holistic view of the customer journey. The traditional funnel focuses on the pre-sale stage; primarily on the customer acquisition process of guiding prospects through awareness, consideration, and decision stages until they make a purchase. Once the sale is made, the funnel model often neglects the post-sale stage, where the focus shifts to customer retention and loyalty. In contrast, the bow-tie model recognizes that the customer journey is not linear and that the post-sale stage is just as important as the pre-sale stage. The bow-tie model addresses this shortcoming by incorporating both pre- and post-purchase stages, creating a more holistic view and more effective marketing strategy that meets the needs of customers at every stage.

What is the bow-tie model?

The model typically consists of five stages: (1) Awareness, (2) Consideration, (3) Selection, (4) Implementation, and (5) Post-Implementation. Visually, it’s divided into two halves, with the moment of purchase/closed deal at the center. The left side represents the traditional sales funnel, with a focus on building awareness and consideration. The right side focuses on post-purchase stages, including adoption, retention, expansion, and customer support/follow-up. This dual approach allows businesses to not only acquire new customers but also nurture existing ones, ultimately driving long-term growth and success.

Advantages of the bow-tie model

One of the key advantages of the bow-tie model is its emphasis on brand trust and customer loyalty. As explained by Jacco van der Kooij in a Winning by Design video, the majority of revenue in a Sales as a Science approach is made after the sale. By focusing on post-purchase stages such as customer support and follow-up, businesses can capitalize on their existing customer base, which is often a more cost-effective strategy than solely concentrating on new customer acquisition. Implementing the right side of the bow-tie also provides more consideration of customer feedback and input, giving companies a better customer perspective to improve products and services. In turn, B2B companies can improve customer satisfaction and increase the likelihood of repeat business with a more customer-centric approach to marketing.

Another benefit of the bow-tie model is its ability to track customer growth and measure the drivers that impact total revenue. By analyzing data such as lookalike, clickstream, and attribution information, businesses can gain valuable insights into customer behavior and preferences, allowing them to tailor their marketing efforts for maximum impact. Another area of concern with the traditional model is failing to recognize that different customers have various needs and preferences. In the traditional funnel model, the focus is on moving all prospects through the same linear path. In contrast, the bow-tie model acknowledges that different customers have different needs and preferences and that marketing activities should be tailored accordingly. By personalizing marketing activities to meet the needs of individual customers or personas, B2B companies can create a more effective marketing strategy that resonates with prospects.

The bow-tie model also offers advantages in terms of lead generation and lead nurturing. In the traditional funnel model, the focus is on generating as many leads as possible and then filtering them down to a smaller group of qualified leads. This approach can lead to a high volume of unqualified leads, which can be a waste of time and resources. In contrast, the bow-tie model emphasizes the importance of lead nurturing, which involves building relationships with prospects over time and providing them with relevant content and information that meets their needs. The bow-tie model can help businesses identify areas where organizational gaps are, enabling them to implement proactive, sustainable strategies to improve performance, such as lead nurturing. This way, B2B companies can build stronger relationships with prospects and increase the likelihood of a successful sale.

Wrapping it up

In conclusion, the bow-tie model offers a more comprehensive and effective approach to B2B marketing than the traditional funnel model. It encourages businesses to optimize their pricing strategies to empower customer retention and growth. By offering pricing options that cater to different customer needs and preferences, businesses can foster long-term relationships and encourage repeat purchases, ultimately boosting their bottom line. Incorporating both pre- and post-purchase stages, emphasizing brand trust and customer loyalty, and providing valuable insights into customer behavior, the bow-tie model enables businesses to optimize their marketing strategies for long-term growth. As more organizations recognize the benefits of this innovative approach, the bow-tie model is set to continue being an increasingly popular choice for many B2B marketers moving forward.

Source link


Please enter your comment!
Please enter your name here

Latest news

「贵州日报·教育」聚势赋能 提质扩容——贵州财经大..

2023年11月21日贵州日报16版(点击图片,阅读全文)全省高等教育高质量发展大会对当前和今后一个时期全省高等教育工作作出部署,描绘了新时代贵州高等教育发展的新蓝图,干货满满、令人鼓舞、催人奋进。风 Source link


来源:新华社新华社台北11月6日电(记者刘斐石龙洪)台湾“历史教育新三自运动协会”6日在台北举行记者会,批评民进党当局为达成不可能实现的“去中国化”政治目的,进行不负责任的“去古文化”教育,牺牲学子们 Source link


8月13至16日,受中交疏浚邀约,来自云南怒江崇仁完小的19名师生代表来到上海,参加为期四天的“中交助梦?看世界”暑期访沪交流活动。崇仁完小坐落于海拔2000多米的横断山区。该校师生总共327人,学校 Source link

Bronchitis in Dogs: Signs, Causes, & Treatment (Vet Answer)

The information is current and up-to-date in accordance with the latest veterinarian research. Learn more » In dogs,...
- Advertisement -spot_imgspot_img

Symptoms, Diagnosis and Treatment – Dogster

Astra, the 6-year-old Cocker Spaniel exhibited several vague clinical signs like not eating every few days and occasional...

Ark Naturals Voluntarily Recalls Brushless Toothpaste Value Packs

Ark Naturals voluntarily recalls three of their “Brushless Toothpaste Value Pack” products after learning that one of their...

Must read

Lady Gaga and Cardi B Meet at the Grammys

What was expected of her was the same thing...

Jennifer Aniston’s Ex Justin Theroux Wishes Her Happy Birthday on Instagram

What was expected of her was the same thing...
- Advertisement -spot_imgspot_img

You might also likeRELATED
Recommended to you