Why the Customer Journey Isn’t a Funnel (And What to Do Instead)
In the world of marketing, we've all encountered the classic funnel model:
Awareness ➡ Consideration ➡ Decision ➡ Purchase
It's tidy, linear, and reassuringly structured. However, reality paints a different picture.
The truth? Customer journeys, especially in the B2B sector, resemble intricate mazes rather than straightforward funnels. Imagine a labyrinth filled with detours, unexpected pauses, and the occasional snack break. And just when you think you're on the right path, Dave from Finance appears, forwarding a two-year-old case study your way.
Understanding this complexity is crucial. Your customers aren't progressing through a predefined path. They're exploring, backtracking, researching, and occasionally disappearing before re-emerging. Recognising and adapting to this non-linear behaviour is key to enhancing their experience with your brand.
The Reality of B2B Customer Journeys
Consider a typical B2B customer's path:
Initial Encounter: They click on your ad but leave after a brief glance.
Rediscovery: Weeks later, they stumble upon your brand via an organic search.
Engagement: They download a whitepaper, which remains unopened in their inbox.
Nurturing: Your follow-up emails are received but not acted upon.
Internal Discussion: Your brand is mentioned in a team meeting.
Forgetfulness: Your name slips their mind.
Reminder: A LinkedIn post jogs their memory.
Decision: During a late-night browsing session, they finally reach out.
Sound familiar?
This journey is anything but linear. It's unpredictable, filled with starts and stops, and deeply human. Mapping such a path requires more than a standard funnel; it demands an understanding of real behaviours and the flexibility to adapt accordingly.
Rethinking the Funnel Approach
While the funnel model offers a foundational understanding, relying solely on it can be limiting. Customers today have access to vast information, leading them to navigate their journeys uniquely. They may skip stages, revisit previous ones, or take entirely unexpected routes.
What does this mean for businesses?
Adaptability: Be prepared to meet customers wherever they are in their journey.
Personalisation: Tailor interactions based on individual behaviours and preferences.
Consistency: Ensure a cohesive experience across all touchpoints, recognising that customers may engage with them in any order.
Aligning the Journey with Your Business Model
It's essential to customise the customer journey to reflect your specific business model:
High-Ticket Services: Emphasise trust-building and offer in-depth content to nurture leads over time.
Outbound Sales: Ensure marketing efforts warm up leads before direct sales outreach.
Low-Cost Products: Streamline the purchasing process, making it quick and hassle-free.
By aligning the journey with your business model, you create a more intuitive and effective path for your customers
Practical Steps Forward
Map the Actual Journey: Utilise analytics and customer feedback to understand real interactions with your brand.
Design for Real Behaviours: Create content and touchpoints that accommodate the non-linear nature of customer exploration.
Maintain a Human Touch: Recognise the emotional and psychological factors influencing decisions.
Continuously Evolve: Regularly update your understanding and strategies to reflect changing customer behaviours and market dynamics.
The traditional funnel model oversimplifies the intricate paths customers take. By embracing the complexity of the modern customer journey and aligning it with your unique business model, you can create more meaningful and effective engagements.
Looking to delve deeper into understanding and optimising your customer journey? Let's connect and explore strategies tailored to your business needs.
