TPG ONE™

A New Approach to the Customer Journey

The B2B marketing universe is changing as customers are taking control of their own journey. Because of this shift, marketers can no longer use the traditional funnel to model their interactions. Many organizations have already felt the limitations of the traditional demand generation waterfall. We’ll walk you through how the traditional funnel can transform from a company-centric model to a customer-centric model.


Traditional Funnel

The traditional funnel is short-sighted. Many organizations have shoehorned their business practices into this model, but many holes have been left with the biggest one being returning customers. The traditional funnel takes a company-centric, not a customer-centric approach.

INQUIRY

MQL

SQL

$$$

Customer Focused Funnel

Let’s add some customer focus. Now our funnel has become an hourglass to represent both the initial acquisition of a customer and their journey with us but, this model assumes these customers just fall through like sand. If it were only that easy.

INQUIRY

MQL

SQL

$$$

ONBOARD

ADOPTION

LOYALTY

ADVOCACY

Customer-centric Nurturing

In reality, our customers can fall out of our funnel (now an hour glass) at any time. It’s up to us to provide a safety net of customer-centric nurturing and actions across all functions to keep them as a customer. But can we assume all customer follow this model? No, the customer rarely follows a nice linear process.

Customer-Centric

Your customers can be at many stages of the customer journey at once. The process to acquire and retain the right customer is an ongoing, infinite process. Customer-centric organizations know this and focus on the lifetime relationship with a customer, not just the initial acquisition.
TPG ONE™ operationalizes this customer focus.

Customer
Acquisition
Customer
Acquisition

Would you like to know more about TPG ONE™?

We are moving beyond the traditional funnel to TPG ONE™ – a Customer Lifecycle Map. This model is completely built around the customer, not the company. It guides you to develop metrics, content, marketing and sales approaches that align with each stage of your customer lifecycle. The objective is to implement a framework that works for your customers and your operating requirements. Create customers for life with a framework that molds to your business.

 

Click here to get a deep dive into how you can transform your organization from the traditional funnel to TPG ONE™.
Download Now