In recent years, the traditional marketing funnel has undergone a transformation, bending and shifting until the linear buying cycle Awareness, Familiarity, Consideration, Purchase, Loyalty—has come full circle to form, well, a circle.
The most surprising thing isn’t the shift itself; after all, the availability of comparison shopping, social media and reviews sites over the past decade have changed the way we shop for just about everything. What’s interesting to note is that the purchasing behavior between consumers and businesses has become so similar. Sure, their triggers may differ, but in essence, they follow a very similar journey. More than anything, what technology has done is put the buyer in the driver’s seat in this new modern buying experience.
Today’s buyer has the power to do their own research, find their own information, ask friends or colleagues for advice or recommendations, even demand timely information from companies in the form of social media or content. Regardless of whether you’re a B2B or B2C business, the terms have changed. A new buying experience is emerging.
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Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.